The Department of Tourism (DOT) in the Philippines announced on Monday that it is taking steps to terminate its contract with ad agency DDB Philippines. The agency was tasked with creating the country's tourism branding campaign but has failed to fulfill its obligations, according to the DOT.
Related: DDB Philippines Admits Error in Using Non-Original Footage
DDB Philippines publicly apologized and took full responsibility for using non-original materials in the audiovisual presentation (AVP) created for the campaign. The agency used stock footage, wrongly depicting scenes from the Philippines. This action directly contradicted the DOT's objectives for an enhanced tourism branding.
No Payments Made, Possible Government Officials' Liability
The DOT clarified that no payments have been made to DDB for the tourism branding campaign. The department intends to forfeit the performance security due to the agency's default in fulfilling its contractual obligations. Furthermore, the DOT reserves the right to take additional actions against any acts deemed detrimental to the interests of Philippine tourism. Former Philippine Tourism Secretary Richard "Dick" Gordon cautioned that government officials involved may be held accountable under the Anti-Graft and Corrupt Practices Act, even if no personal profit was gained from the incident.
The New Slogan and Its Reception
The recently unveiled tourism slogan, "Love the Philippines," has sparked mixed reactions among the public. The DOT decided to retire the previous slogan, "More Fun in the Philippines," aiming to showcase that the country offers more than just a fun destination. The new slogan's intention was to convey a deeper sense of appreciation for the Philippines' diverse attractions and experiences.
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