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'Love the Philippines' slogan final after junk ad agency

By J.Lo

"Love the Philippines" which replaced eleven-year-old tourism slogan "It's More Fun in the Philippines" drew backlash after its launch June 27,2023.

Department of Tourism has retained use of controversial rebranded tourism campaign "Love the Philippines."

Amid backlash over use of non-original or stock footage from other countries for "Love the Philippines" video, DOT continued to use slogan in its event.

During Dissemination Forum for 2022 Philippine Tourism Industry Performance and Tourism Satellite Accounts held at Philippine International Convention Center, Pasay City, DOT used materials and backdrop bore rebranded tourism slogan

Many perceived slogan sounded like "demand." It also made headlines after marketing agency behind it, DDB Philippines, was accused of using non-original or stock footage from other countries in video supposed to promote Philippines.

DOT and DDB said no funds were released for creation of video in question.

Two released statements with DDB Philippines said tourism video was "intended to be mood video to excite internal stakeholders about campaign," while DOT repeatedly confirmed ownership and originality of key visuals used for video.

DOT terminated its contract with DDB Philippines on Monday after contracted agency apologized and took responsibility for "unfortunate oversight" in video.

It stressed solidarity with Filipino people in expressing "extreme disappointment."

Despite controversies hounding tourism campaign, DOT continued use "Love the Philippines" slogan in promoting Philippines both on social media and in its event.

Asked whether country will retain it as tourism slogan, Tourism Secretary Christina Frasco responded "I think it was evident," while pointing at event venue with "Love the Philippines" materials.

Tourism chief also kept sharing social media posts bearing tourism slogan.

Frasco earlier said study for rebranded tourism campaign costs P49 million. This included logo and other components.

DOT, however, remained mum to members of press's question on whether tourism department would still pay DDB in partial as country continues use "Love the Philippines" slogan.

Much -talked-about "Love the Philippines" tourism campaign unveiled by DOT is worth P49 million.

This was revealed by Frasco in televised interview with media on Thursday.

"Process of procurement was done and initiated and total cost of entire study coming up with logo and everything and components of this branding campaign total to P49 million," Frasco said.

Last Tuesday, Frasco media DDB Philippines secured procurement process.

"There is no price that you can put to one's love of country… being said, there was bidding process conducted at which winning bidder was DDB," she said.

DDB created "Love the Philippines" tourism campaign replaced eleven-year-old slogan "It's More Fun in the Philippines," adopted during term of late Tourism Secretary Ramon Jimenez Jr.

According to Bids Notice Abstract published in February, DDB Philippines Inc. and IPG Media brands Philippines Inc. were agencies shortlisted as bidders.

DOT said "competitive bidding."

According to terms of reference published in February, winning bidder, an experienced agency, must "help design, execute, and implement DOT's Philippine Tourism Branding campaign." This will run for six months.

"This campaign will include creative communications plan that will reflect updated Philippine Tourism brand," it also said.

Bid Notice Abstract also indicated approved budget for contract amounts to P50 million.

Asked how much budget DOT need to promote Philippine tourism next year, Frasco said they have already given their proposal to Department of Budget and Management.

"As far as next year is concerned, we're hopeful for support as far as rolling out campaign here and abroad," Frasco said.

"We are eagerly awaiting release of national expenditure plan and looking forward to sending same before House of Representatives," she stressed.

Tourism chief said it is right to invest in Philippine tourism given its benefits to economy.

"According to our numbers for every peso we have spent on tourism, there is multitude that comes back as return on investment… really quite evident in P1.87 trillion contribution of Philippine tourism to economy," Frasco said.

"Not to mention indirect benefit of tourism to everyone else that is part of tourism value chain including our small and medium enterprises…so, it's just right to invest in Philippine tourism because it gives so much benefit to our economy," she concluded.

Halfway through 2023, DOT has already recorded 2.67 million international tourist arrivals as of June 29. Of these, 2.44 million are foreigners.

Tourism agency is targeting baseline of 4.8 million inbound tourists this year.

It's official! Philippines is bidding goodbye to its longtime tourism slogan, "It's More Fun in the Philippines."

On its 50th anniversary celebration DOT introduced new tourism campaign "Love the Philippines" that is eyed to promote country and its tourism offerings beyond fun.

Tourism agency retired popular slogan that replaced "Wow Philippines" after 11 years.

"It's More Fun in the Philippines" was launched in 2012, during tenure of Tourism Secretary Jimenez by DOT and BBDO, one of the country's award-winning advertising agencies.

In August last year, Frasco, however, said it's about time to "evolve" and "move on" from campaign.

She thanked those who developed tagline which she said earned merits and successes.

Tourism chief said new tagline now takes into consideration "everything that we've been through," referring to COVID-19 pandemic.

In a presentation, Marie Adriano, marketing firm DDB Group Philippines' brand and strategic planner, cited that there was change in preference of travelers who are now going beyond leisure.

Adriano said given this shift, "brand enhancement is imperative to stay competitive and relevant."

She said group conducted social listening that showed change in travelers' associations with Philippines

."Love is the positive theme they associate with our country, frequently mentioned in high volumes globally, and while fun remains positive thing and certainly part of Pinoy DNA, there's less volume of mentions," she added, explaining new enhanced tourism campaign.

This was not first try to replace eleven-year-old slogan. In 2017, former Undersecretary Kat De Castro, said there were also plans to revamp slogan as study found it was not enough to attract tourists from Europe and United States.

"The new campaign under Secretary Wanda Teo will be more specific in terms of destination and what activities tourists can do," De Castro was quoted by Spot.PH as saying in 2017.

Plan did not push through and Teo's admin instead launched an international video campaign dubbed "Experience Philippines."

Video campaign, featuring blind Japanese tourist enjoying Philippines, however, drew flak after allegations that concept of the video was copied from tourism campaign in South Africa.

Marketing firm McCann World addressed plagiarism allegations and took full responsibility for it, saying it was inspired by real story of visually-impaired foreigner who found home in Philippines.

"We take full responsibility as ALL ideas and storyboards presented were conceptualized by McCann Worldgroup Philippines…we underscore there has never been any intention to copy others' creative work," it said.

Fast forward to 2023, DOT once again made headlines after campaign featuring Filipina nurse May Parsons, with tagline we give world our best," was spotted in United Kingdom and went viral.

Frasco, however, said bus ad was not official slogan of DOT that would replace "It's More Fun in the Philippines" campaign. Ad is project by Office of the Presidential Adviser on Creative Communications (OPACC) as part of its branding campaign led by Presidential Adviser on Creative Communications Paul Soriano.

Meanwhile, move to launch new tourism campaign is in line with President Ferdinand "Bongbong" Marcos Jr.'s pronouncement during his first State of the Nation Address when he mentioned his vision to enhance Filipino brand of tourism.

It is also part of government's push to make Philippines "tourism powerhouse" in Southeast Asia, in accordance with National Tourism Development Plan for 2023 to 2028.

For FMJ, tourism is not just key economic driver but also source of livelihood.

"Tourism is not only important economic development tool but abundance of opportunities that sector creates in terms of regular employment and even job creation at grassroots level is undeniable," he said during the nation address on Monday.

In his speech, FMJ cited gross domestic product saw an upward trend in tourism during first quarter.

COVID-19 pandemic slowed down tourism industry's growth in past two years as it prompted closure of Philippine borders and prevented tourism activities, especially during its onset in March 2020 when hard lockdown was implemented. DOT, however, saw improved tourism figures in 2021.

Philippine Statistics Authority last June estimated contribution of Tourism Direct Gross Value Added (TDGVA) to country's GDP at 5.2% in 2021 from 5.1% in 2020.

TDGVA for 2021 also amounted to P1,001.30 billion, 9.2% increase compared with P917.20 billion in previous year.

PSA also recorded a 4.6% growth in employment in tourism-related industries from 4.68 million in 2020 to 4.9 million in 2021.

Due to increased household consumption, private investments, tourism and employment, among others,FMJ is bullish on economic growth for rest of the year.

"This strong economic growth is projected to be sustained and expanded further to 6.5 to 8 percent from 2023 until 2028," FMJ said.

To further improve country's tourism, FMJ ordered DOT and Department of Public Works and Highways to jointly implement program that would introduce infrastructure developments that will increase convenience of travelers when going around Philippines.

"To boost our tourism industry, we will first and foremost make basic developments such as road improvements for easier access to tourism spots…we will also upgrade our airports and create more international airports to help decongest bottleneck at Manila International Airport," FMJ said, adding that this will help promote undiscovered tourist destinations in the country.

Aside from easing travelers' access, FMJ likewise mentioned his vision to enhance "Filipino" brand in tourism.

"They say, each brand has story…as for Filipino brand, ours is deeply rooted in our rich cultural heritage and tourism sector plays an invaluable role in promotion of Filipino brand," the president said.

FMJ said fostering this "Filipino" brand would spark our "sense of pride and reaffirm our strong sense of identity."

"It is time to welcome rest of the world with an enhanced Filipino brand that is unique, attractive, and creative," he added.

Frasco subsequently thanked the president for rallying behind recovery of country's tourism industry. She is hopeful that with help of national government, local government units, private stakeholders, industry players and Filipino people, Philippines will exceed its global standing and tourist numbers and "transform it into tourism powerhouse in Asia."

"Indeed, Filipino identity and strength of spirit is unlike any other in the world…with president's vision, we hope to be able to not only reclaim our standing on global stage but to exceed it as that is birthright of every Filipino," Frasco said in statement after SONA.

SONA was not first time FMJ expressed optimism for country's tourism industry and bared his infrastructure plans for sector. He also made same remark in his inaugural speech last June 30.

."Recovery of Philippine tourism, with its emphasis on accessing nature's beauty,.. I am sure, will exceed expectations," FMJ said.

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