Monday, 24 July 2023
“Is the nation’s state really sound and improving?”
Tuesday, 18 July 2023
Now that it is signed, what’s next?
Friday, 14 July 2023
“When an Ugly logo can also become a can of worms”
Sunday, 9 July 2023
"Is the country really worth loving for?"
"Is the country really worth loving for?"
The recent shamble in the Department of Tourism shows that the tourism slogan “Love the Philippines” is a half baked kind of mess.
Meant to replace the 11 year old slogan “It’s more fun in the Philippines”, this new tourism slogan may sound forceful as Secretary Frasco described it as a “call to action to every Filipino citizen to remember the beauty of our country, to honor our past, and to look forward to the future armed with the virtues, (and) values of being a Filipino.”
Sounds ideal isn’t it? Especially that after the pandemic and tourists able to “return and savour the tropical setting the Philippines has to offer”, the slogan is perceived by many as a “demand”, “generic”, and “lacks the appeal” that “It’s More Fun in the Philippines” had. Besides, how come neighboring countries didn’t change their slogan? Thailand has its “Amazing Thailand”, or Malaysia with its “Malaysia, Truly Asia”, so why need to change the slogan? Some would even say Richard Gordon’s “Wow Philippines” should stay longer.
And even commenters suggested that the tagline would have been better with a comma – Love, the Philippines – to show that the destination and its people have lots of love to give.
However, this demand for ‘love’ arrived at a marketing plan that ended up degrading, instead of promoting, the country’s tourism product. It raises questions instead of praise, especially after the the two-minute video, produced by the advertising agency DDB Group Philippines as part of a six-month, P49.925-million consulting contract with the tourism department, which included stock footage of tourist destinations from Indonesia, Thailand, Switzerland and the United Arab Emirates. There would be no controversy if the ad agency uses local tourist spots like Cordillera, Bicol, Cebu, or even Metro Manila; but the use of stock footages featuring places from abroad, no matter how it was meant to be a “mood board” to excite “internal stakeholders” (in other words, an internal consumption), has mocked not just the client (that is, the tourism department) but the folk in using the foreign, rather than local for a reference.- That makes one senator call it “unsalvagable”, while a congressman described it as a “lazy job”.
But that doesn't matter to Secretary Frasco, who believes the contract between the department and the ad agency was terminated with the latter "taking full responsibility for the 'unfortunate oversight'" and agreeing to "fully cooperate with the department in its investigation." She repeated that slogan several times during an event in Manila to defend it in the face of popular criticism.
Yet despite being “resolved”, this “Frasco Fiasco” doesn’t stop as legislators urged to pause and rethink on the issue, especially that the campaign requires public funds to begin with only to found seeing the campaign as “unsalvagable”, “laughingstock”, and a “lazy job” as one advertising agency ruined a national project using stock videos from foreign countries for a “mood board”. Is dropping the ad agency enough to call it a day? Not at all- for even the recent statement from Apollo Quiboloy further fanned the flames of controversy as he himself who claims to be “son of god” is wanted by the Federal Bureau of Investigation for his crimes.
Hence, will that fiasco really stop? For the government perhaps they may trying to “in order for the country to move on”, but not for the commoner who demands accountability as the slogan itself involves taxpayer money.