Explain 'Endless Possibilities' link to Israel - Anwar tells Najib

The opposition wants Putrajaya to explain how its new slogan “Endless Possibilities” is similar to that adopted by the Israel Government to promote tourism in that country.

This despite Putrajaya having said it launched the campaign in January, months before Israel launched its version.

According to a statement released by the Prime Minister’s Office yesterday, the Israel campaign titled “Israel. One place. Endless Possibilities” came out four months after Prime Minister Datuk Seri Najib Razak unveiled the Malaysian campaign at the World Economic Forum in Davos, Switzerland, this year.

Opposition Leader Datuk Seri Anwar Ibrahim said he is not satisfied with the government’s explanation.

Anwar said the prime minister was notorious for adopting slogans which would help boost his popularity without bothering to check if it had been used before elsewhere.

“Now that it has been shown that Endless Possibilities has been used by Israel, how will the government justify continuing with the campaign?” he asked after attending the Lembah Pantai parliamentary constituency Hari Raya open house in Kuala Lumpur.

Two years ago, Anwar was suspended for six months after claiming Najib’s government got the idea for its 1Malaysia campaign from media consultancy Apco Worldwide, which he claimed was also behind the One Israel concept. The government denied this.

The Permatang Pauh MP said when he asked for an explanation on the 1Malaysia campaign he was roundly condemned by Umno MPs who had said it was a coincidence.

He said this time the government was caught as it had been proven conclusively that Israel was using the slogan but even after that the government is determined to launch it as part of the country’s branding campaign.

The Malaysian Insider had reported the campaign will be launched on September 17, a day after the country celebrates its 50th Malaysia Day.

"Endless Possibilities" is seen as an effort to rebrand 1Malaysia, a theme that was introduced by Najib when he first took office in April 2009.

A new website, www.malaysia.my, has also been put in place.

The introduction of a new slogan has prompted netizens to mock the government’s efforts to “complement” the 1Malaysia theme.

The Jebat Must Die blog took exception with the government for spending money on a campaign that is similar to the Israel tourism slogan pitch.

“Please give the world something original. If you can’t even sort out a proper slogan and had to copy from other countries, then your implementation and grandiose ideas are doubtful to begin with,” the blogger posted on the site.

However, Putrajaya is going ahead with rolling out the campaign despite the heavy criticisms.

“The campaign Endless Possibilities kicked off earlier this year but its launch is on September 17, all ministers were already briefed about this,” a source told The Malaysian Insider early this week.

- themalaysianinsider.com