SEN. Nancy Binay yesterday discouraged the Department of Tourism from using its “Love the Philippines” slogan due to the negative impact brought about by the video fiasco that has been “beaten black and battered in the real world.”
Binay said the DOT should not gamble with the new slogan since netizens have been bashing the department for its video produced by DDB Philippines, an advertising agency that used non-original/stock materials of tourist attractions from other countries.
The DOT said it has already terminated the contract with DDB Philippines.
Binay said the DOT must admit that “marketing campaigns fail,” adding that it is better for the department to revert to its “tried and tested campaign” slogan.
“Tourism is a sensitive market. Political unrest, negative media and people’s perception influence travelers’ decisions. Dahil sa nangyari, headline 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 (The Philippines hogged the headlines all over the world because of what happened. The slogan became a laughing stock which has greatly impacted the campaign. It is disheartening that we moved backwards rather than forward with the DOT’s first move under the new administration,” Binay said in a statement.
She said the DOT’s goals have already “tilted and shifted,” adding the new slogan may look good on paper but “was beaten black 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. We expect them to be agile and move forward from failure because we don’t want the slogan to become a national embarrassment and look like losers,” she said.
“Again, huwag nang ipilit. Hindi masama ang magkamali (Again, do not force it. There’s nothing wrong with committing mistakes). Love was not meant to be. Let us all move on and just bring back the Fun to the Philippines,” Binay added.
