'Love the Philippines' Replaces 'It's More Fun in the Philippines'
The Philippines' Department of Tourism (DOT) unveiled the country's new tourism slogan, "Love the Philippines," during its 50th anniversary celebration. The slogan aims to represent a fresh era for Philippine tourism as the nation strives to recover from the impact of the pandemic. President Ferdinand Marcos, Jr., emphasized that the new branding embodies the genuine love that Filipinos have for their country, and it will serve as a guiding principle for the tourism industry moving forward.
Ad Agency Apologizes for Stock Footage Controversy
Meanwhile, advertising agency DDB Philippines issued an apology for its use of non-original and stock footage in the Philippines' Department of Tourism's audio-visual presentation for the campaign launch. The agency acknowledged the oversight and took full responsibility for the mistake. The video, intended as a mood-setting piece for internal stakeholders, included foreign stock footage, which was deemed inappropriate and contradictory to the objectives of promoting the Philippines. DDB Philippines confirmed that the video has been removed, and they are cooperating with the Philippines' Department of Tourism's investigation.
Department of Tourism's Commitment to Upholding Tourism Standards
The Philippines' Department of Tourism expressed its commitment to maintaining the highest standards in promoting the country as a tourist destination. While no public funds were used for the video in question, the DOT emphasized its responsibility to protect the country's interests and ensure accountability. The agency assured that an exhaustive investigation is underway and that necessary actions will be taken to rectify the situation.
As the Philippines' Department of Tourism launches the "Love the Philippines" campaign, it aims to showcase the country's rich culture, diversity, and regional products while championing sustainable tourism practices. However, the campaign has faced initial controversy due to the use of stock footage in the campaign video. Despite the setback, the Department of Tourism remains committed to upholding tourism standards and holding all stakeholders accountable. With the new slogan, the Philippines seeks to inspire visitors to embrace and appreciate the beauty and warmth of the country, while ensuring a positive and authentic travel experience.
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