By Danilo P. Padua, PhD
The title is a spinoff of the new tourism slogan of the Philippines, ‘Love the Philippines’.
The new slogan of course had become controversial, not because of the slogan itself but due to a video initially released to promote it.
The Dept of Tourism Sec. Cristina Frasco call the new slogan as a love letter to the world. To me, it sounds like it is browbeating tourists to love the country. Which is a no no in campaigning for acceptance. I am not an advertising man, of course but I believe I have some sense like anyone else.
To promote the slogan, the DOT contracted the services of DDB Philippines, an international private advertising agency, for PhP49.0 million.
DDB Philippines came out with the first video which they call mood video, explaining that it is intended supposedly to set in motion the viewers’ feelings to see more of the Philippines. And it is for the locals, the agency hastened to add. The video itself actually set in motion harsh criticisms from all sectors, as it used stock videos from a company that shows scenes from other countries including Thailand, Indonesia, Sweden, United Arab Emirates and another country which escapes my mind at the moment. It is standard practice, the company said in defense.
And there goes the brouhaha, and disaster struck the campaign. The mood and the feelings became sour.
The campaign video was first shown to a local group of Tourism stakeholders last June 21 then launched about a week later on June 27, 2023
The claim that it is for local consumption is hogwash. The Indonesian minister for Tourism and Creative Economy divulged that the public viewing of the video actually started in Cambodia during a World Tourism confab in that country from June15-19, 2023. The minister was even glad to see that the video includes scenes from Indonesia, and is campaigning for them at no additional cost to them.
The tourism issue immediately reached the news agencies in various countries, indicating that what is intended for local viewing is seen worldwide. That’s how powerful the current world media is at the moment. No boundaries. There is no longer the idea that it is for local only, if the ad/campaign is shown on TV or in any social media platform. Am sure the ad agency is fully cognizant of this. To their credit, company owned the mistake. The DOT was sleeping on the job as far as the content of the video is concerned.
It is good that DOT immediately cancelled the contract with DDB Phil. That’s a sign of quick response to a given problem. They should, because of their inability to fact check. From my point of view however, the advertising company was trying to do economic/tourism sabotage to us. What is disconcerting though, is the possibility that the ad agency might still be paid despite the contract cancellation-according to some experts.
For me, Secretary Frasco is doing well at the helm of the Tourism department. For one, local tourism as of 2023, already surpassed that of the 2019 level.
Am just floored by her insistence of using the new slogan for the Philippines. It is already fractured; demeaned by valid criticisms and the insensitive use of foreign materials for its campaign.
I heard an acknowledged international branding expert suggesting that if ever it will be used, it should be: LOVE, THE PHILIPPINES. With the comma added, I think it is in consonance to the statement of Sec Frasco as stated almost at the beginning of this piece.
Also, why change the old slogan, Its more fun in the Philippines, when it is embraced by tourists from all over? A noted world traveler even considered the slogan as one of the best 20 in the whole world. Slogans of India (Incredible India), Malaysia (Truly Asia) and Thailand (Amazing Thailand) have been launched in the 1990’s and yet they are still there, unchanged for more than three decades.
So, why change Its More Fun in the Philippines when it has already captivated the world? It makes no sense changing it, especially if you are going to spend a tidy sum just for its initial campaign videos. Everything will be changed, with additional costs.
Would it not be better to think of just how to sell the multifarious tourism attractions of the country, without concocting a new slogan that is not even scrutinized fully? After all, a worldwide Gallup poll on tourism revealed that the Philippines is one of the best places to visit because of its amazing sites. For example, many international celebrities have ranked Palawan as one of the best tourist sites in the world. Capitalize on these in the promotional brochures, videos, etc.
I have foreign acquaintances that are really amazed at how beautiful the Philippines is. Many Europeans have voiced their awe about the attractions in the Cordillera-from culture, arts, historical facts, sceneries and many more.
CAR should earnestly and aggressively promote ecotourism, agritourism, health and fitness tourism instead of allowing people to clear the mountainsides or plateaus to plant vegetables. With this, we will not only have a good source of livelihood for more people, but we will also be providing livelihood sources to those in adjoining provinces.
We should not forget that Cordillera holds the headwater of seven important river systems that flow to Cagayan, Isabela, Nueva Vizcaya, Pangasinan, La Union and Ilocos Sur. Destroying therefore the permanent vegetations in the CAR mountains will make us insensitive to the plight of many people in the mentioned provinces.
Why not plant instead tea, coffee, cacao and other trees in the mountains, make them as tourism areas. We can produce some of the agricultural products that we need and earn more from tourism activities at the same time.
CAR’s diverse culture, physiography, the vaunted people’s creativity, and energy for work are perfect for various businesses for tourism to flourish.
If Sec Frasco is insistent to pursue the controversial slogan despite sensible criticisms, we can have also: LOVE, THE CORDILLERAS. Maybe we should concentrate more on local tourism at the moment.
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