Pimentel: DOT should revisit 'Love the Philippines' tourism slogan

Senate Minority Leader Aquilino "Koko" Pimentel III said the Department of Tourism (DOT) should review the recently launched ''Love the Philippines'' campaign following criticism over a promotional video that contained scenes not shot in the country.

In an episode of ''The Mangahas Interviews'' aired on Saturday, Pimentel said he didn't find the slogan ''brilliant.'' 

''Ngayon, ‘yung 'Love the Philippines' for me hindi rin siya ganoon ka-imaginative or creative or brilliant. Ang contribution doon is one word, 'love'. ‘Yun lang ‘yun. Kasi 'the Philippines', ulitin ko, 'yan ang pangalan na 'yan. 'The Philippines', tayo 'yan. 'Di na inimbento 'yan, 'di na kailangan isipin ‘yan. 'Love' lang ‘yung naisip,'' Pimentel told veteran journalist Malou Mangahas.

''Siguro panahon na to revisit it and i-review ng Department of Tourism, ano ba ‘yung epekto ng 'It’s More Fun in the Philippines'? Ano ba ‘yung mga data and statistics doon? Kung may empirical data, real life data or information na okay, kinagat ng rest of the world 'yon, nag-click 'yan as a marketing slogan or marketing program, ituloy na lang natin kaysa sa ganito,'' he added.

He also criticized the lack of diligence in the preparation of the promotional video that was released following the launch of the new tourism slogan on June 27.

''Yung unang hakbang ng pag-implement nila ng new marketing slogan and strategy,  nadapa agad e. Ano bang nangyari doon? Bakit kasi ganu’n? Kahit 'draft' video lang ‘yun, gumamit na lang sila ng real Philippine scenery,'' Pimentel said.

“Mistake ‘yun, may pagkakamali ‘yung nag-draft ng video na ‘yun. Kulang sa sipag, kulang sa honesty,” he added.

Pimentel then suggested combining the previous slogans ''It's More Fun in the Philippines'' and "'Wow Philippines" with the current slogan to make it "It's more fun to love the Philippines, e di wow".

On Wednesday, Senate tourism committee chairperson Nancy Binay said the "Love the Philippines" slogan was "unsalvageable" and urged the DOT to revert to the previous campaign.

However, Tourism Secretary Christina Frasco said they would continue using the slogan.

On Friday, President Ferdinand ''Bongbong'' Marcos Jr. answered yes when asked by the media if Frasco still enjoyed his trust despite the controversy, which saw DDB Philippines, which produced the video, apologize and the DOT move for the termination of its contract with the advertising agency.

Smuggling

Meanwhile, Pimentel urged the Department of Justice (DOJ) to speed up the resolution of criminal complaints in connection with agricultural smuggling.

Marcos, who also heads the Department of Agriculture, on Tuesday ordered the DOJ and the National Bureau of Investigation to investigate the smuggling of onions and other agricultural products.

'''Yung ibang mga law enforcement natin, NBI and then ‘yung DOJ, ‘pag may kaso ng smuggling, bilisan naman nila pag-resolve. ‘Di ko sinasabing guilty na lahat ng kinasuhan. Basta bilisan nila ang pag-resolve. Kung may ma-file na kaso, possibly magkaroon na ito ng deterrent effect. Kasi ‘yan ang problema kung walang napa-file… lokohan lang pala ito. Pwede na pala ito,'' Pimentel said.

Priority bills

The senator also said the passage of the administration's priority bills should not be rushed, and lawmakers should be able to study them thoroughly.

“I hope they understand pagdating sa Senado kailangan namin himay-himayin ito, pag-aralan nang mabuti,'' he said.

“Kailangang pag-usapan ‘yun. ‘Wag namang madaliin.”

Malacañang and Congress recently agreed to push for the passage of 20 bills, including the Mandatory ROTC and NSTP, Internet Transactions Act/E-Commerce Law, and Ease of Paying Taxes, before the year ends.  —VBL/KG, GMA Integrated News