The Philippine Department of Tourism launched the new tagline Love the Philippines with great fanfare. Whilst the launch came with some hiccups and controversy, the DOT is set to continue with its Love the Philippines promotions.
Despite terminating its contract with the advertising agency responsible for the campaign, the Department of Tourism (DOT) has said it will continue using the new “Love the Philippines” slogan.
The hope with a new tagline and campaign launch is to attract both domestic and international tourists back to explore the country, after almost three years of a global pandemic, saw the traveling world at a stand still.
During the 2022 Philippine Tourism Satellite Accounts and Tourism Statistics Dissemination Forum in Pasay City on Wednesday, Tourism Secretary Christina Frasco delivered her first public speech, which highlighted the achievements of the tourism sector in the past year. She concluded her speech with the message, “Love the Philippines.”
Frasco expressed confidence in the nation’s ability to overcome the challenges posed by the pandemic and emphasized the resilience and strength of the Filipino people. She acknowledged the world’s admiration for the country and its potential as a tourism powerhouse in Asia.
When asked about the continued use of the slogan, Love the Philippines, Frasco indirectly confirmed it by referring to her previous remarks, and suggesting that it was evident the new tagline would prevail.
The DOT recently announced the termination of its contract with DDB Philippines after netizens pointed out stock footage of tourist spots in other countries were included in the new tourism campaign video.
DDB Philippines publicly apologized, taking full responsibility for the use of non-original materials in the now-deleted video, adding a caveat that the video in question had been intended for internal views only. The agency had previously assured the DOT that all materials used were original and properly owned during initial meetings before the campaign’s launch.