DOT still running ‘Love Philippines’ campaign

After creating such a big buzz, it seems that the Department of Tourism’s (DOT) “Love Philippines” tourism campaign is still on the table.

On its Facebook page, the transport ministry shared content from local government units, tourism businesses and social media personalities featuring the event’s logo and slogan, as well as tourist attractions.

The photos and videos were taken in the cities of Bogo, Medellin and Lapu-Lapu in Cebu City; Sebu Lake in South Cotabato; Bulacan; Catanduanes, Babies and Royals in Pine Province; Mimaropa Province in Mindoro, Marinduque, Romblon and Palawan; Siquijor Province; rooted in Ifugao; San John City; New Vizcaya; Cotabato’s Kidapawan City; Sultan Kudarat and its capital, Thakulon City; Kalua in Antiques, and even Mayon Volcano, Rep. Joey Salceda called tourism officials’ attention that the video was not included in the original controversial video.

The DOT also used the “Love the Philippines” logo and slogan at events last week, such as the Philippine Tourism Satellite Account Dissemination Forum and the Philippine Hop-on Hop-off bus tour program launched in Manila.

These elements are visible on the tarps of photo booths, buses and even guest tokens.

Recently, the Department of Transportation sent out invitations to the media for another event on July 11, which also featured the “Love Philippines” sign and slogan written in Barabara font – this was after the launch of the updated “Philippines is More Fun” Launched during the event — and featuring colorful depictions of Philippine culture, heritage and natural attractions.

Earlier, The Star learned from sources that the Department of Tourism plans to keep the “Love Philippines” campaign despite reports that it has terminated its contract with Doyle, Dane and Bernbach or DDB Philippines advertising agency, which conceived the Tourism Rebranding Program.

The company admitted to using footage filmed in other countries, allegedly to create an “emotional video” in hopes of “generating” stakeholder interest in the launch of the new tourism campaign.

Earlier, Tourism Minister Christina Frasco said they had delayed paying DDB for the contract.

The official, speaking on condition of anonymity, also noted that the Ministry of Transport had to bid for the creation of tourism event branding, including production, as a “consulting service” because it “did not have enough manpower” and such work “was not part of the project.” part”. (Ministry of Communications) core competencies. “

The division’s focus is on marketing and promotions, they added.

Meanwhile, Senate Minority Leader Aquilino Pimentel III and Senator Nancy Binay expressed support for calls to preserve the “More Fun Philippines” tourism brand conceived in 2012 .

“Do we have a policy of changing the slogan or the marketing strategy every ten years?” Pimentel said Friday in an interview with “The Chiefs” on Cignal TV’s One News show.

For Pimentel, the new slogan seems to compel foreign tourists to “love” their experience in the Philippines.

It is also not original, as Cyprus first came up with the slogan “Love Cyprus”, he added.

“Foreigners do equate the Philippines with entertainment. Let’s keep it. Also, the word ‘love’ is a very common word that sounds like a command, as if forcing tourists to love the Philippines,” Pimentel said.

“There’s really nothing original about it. Why should it replace an already existing slogan?” he added.

In an interview with dwIZ radio, Binet said the DOT should not just terminate the contract with DDB, but also drop the slogan “Love the Philippines.”

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