DOT to continue using ‘Love the Philippines’ tourism slogan

The Department of Tourism (DOT) will maintain the new tourism slogan ''Love the Philippines'' despite the flak a promotional video of the campaign drew for the use of foreign stock footage, Tourism Secretary Christina Frasco said Wednesday.

Frasco made the confirmation in an ambush interview during the 2022 Philippine Tourism Satellite Accounts and Tourism Statistics Dissemination Forum, when asked if the DOT will keep on using the tourism slogan which was only launched last week on June 27.

“I think that is evident,” she briefly answered the press.

Frasco also repeatedly mentioned the ''Love the Philippines'' in her speech, and the slogan logo was also displayed on the stage of the event.

DDB Philippines, the agency contracted for the launch of the campaign, on Sunday said there was an "unfortunate oversight" regarding the inclusion of non-original stock footage in an audiovisual presentation supposedly promoting the Philippines.

The DOT has ordered an investigation into the claims, which blogger Sass Sasot said contained at least five scenes shot in other countries: rice terraces in Bali, Indonesia; a fisherman throwing a net in Thailand; a passenger plane in Zurich, Switzerland; jumping dolphins; and a person driving a vehicle on sand dunes in Dubai, United Arab Emirates.

'Unsalvageable'

Senator Nancy Binay, meanwhile, urged the DOT to drop the "Love the Philippines" campaign which she described as "unsalvageable."

The Senate tourism committee chairperson made the statement as she noted that the latest Philippine tourism advertisement gaffe had already made headlines around the globe.

"Tourism is a sensitive market. Political unrest, negative media, and people's perceptions influence travelers' decisions. Dahil nga sa nangyari, headline na tayo sa buong mundo. Naging laughing stock na ang slogan, at masyado nang tinamaan ang campaign. Nakakalungkot dahil sa unang tapak pa lamang, imbes na umarangkada ay umatras tayo,” Binay said.

She added while it may look good on paper, the campaign was “beaten and battered in the real world.”

"The DOT's enhanced campaign has lost the persuasion game. We all can sense the discombobulating algorithms which carry promotion-limiting consequences. The campaign has lost its redeeming value and has become unsalvageable—I hope the DOT is level-headed enough to accept this,” Binay said.

She added that the Senate is expecting the Tourism Department to be agile and move forward from failure.

“We don't want the slogan to become a national embarrassment and look like losers. Again, huwag nang ipilit. Hindi masama ang magkamali. LOVE was not meant to be. Let us all move on and just bring back the FUN to the Philippines," Binay said.

GMA News Online has sought comment from the DOT on Binay's statements but it has yet to reply as of posting time.

The DOT has since terminated its contract with DDB Philippines — the advertising firm behind the said tourism campaign — over the controversy.

In her report, Frasco said that in 2022, the shared Tourism Direct Gross Value Added (TDGVA) to the Philippine economy was estimated to be at 6.2%, amounting to P1.38 trillion. This was higher by 36.9% compared to the P1 trillion in 2021.

The employment in tourism characteristic industries was also estimated at 5.35 million in 2022, higher by 9.3% compared to the 4.90 million in the previous year, she added. —KG/ VAL, GMA Integrated News