Philippines’ New Tourism Advert Attracts Flak – The Diplomat


Philippines’ New Tourism Ad Draws Flak

A cove in Busuanga island in Palawan province, Philippines.

Credit score: Depositphotos

The Philippines has a brand new tourism slogan – one which rapidly turned controversial after it was uncovered {that a} video advert selling the rebrand accommodates inventory pictures of unique locations from different nations.

Tourism Secretary Christina Garcia Frasco led the launch of the brand new slogan “Love the Philippines,” describing it because the nation’s “love letter to the world.”

“If we’re to compete with our neighbors in our effort as properly to associate with them for Asia to grow to be a powerhouse tourism area on the planet, the time has come for us so as to add to the worth proposition of the Philippines by telling the world how way more we’ve got to supply,” Frasco stated.

Tourism accounts for about 6.2 p.c of the nation’s gross home product and supplies jobs to round 5.3 million Filipinos. There have been 2.6 million international vacationer arrivals in 2022.

President Ferdinand Marcos Jr. praised the brand new tourism marketing campaign and underscored his authorities’s dedication to put it up for sale. “The Philippines won’t ever run out of locations to find, of meals to get pleasure from, adventures to expertise, individuals to satisfy, abilities to admire,” he stated.

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The brand new slogan drew blended reactions. Some argued that the earlier slogan, “It’s Extra Enjoyable within the Philippines,” was extra interesting and that it succeeded in attracting a file variety of vacationers following its adoption in 2012. In the meantime, Marcos supporters urged critics to provide the marketing campaign an opportunity to revive the tourism trade, which suffered in the course of the COVID-19 pandemic lockdown.

However the rebrand suffered a significant setback after it was uncovered {that a} video advert from an organization employed by the federal government accommodates non-original inventory pictures of locations from different nations, together with Indonesia, Switzerland, and United Arab Emirates. The slogan brand was rapidly parodied on social media and the brand new tourism hashtag trended for the improper and embarrassing motive.

The corporate that launched the video admitted that it made a mistake and gave an excuse that “it was meant to be a temper video to excite inner stakeholders in regards to the marketing campaign.” The Division of Tourism (DOT) stated that it’s in “solidarity with our fellow Filipinos in expressing our outrage and excessive disappointment” over the gaffe because it clarified that it has already lower ties with the advert company and that no public funds had been used within the manufacturing of the “temper video.”

Congressman Joey Salceda, who’s a part of the bulk coalition, needed tourism officers to take accountability. “For one thing as essential as a whole nation’s picture, you don’t “set the temper” with plagiarism,” he stated.

Senator Grace Poe expressed her disappointment. “It’s irritating to know that even the federal government can fall sufferer to blunders in advertising and marketing marketing campaign,” she stated. Earlier, she requested the federal government to enhance airport amenities, “which aren’t solely the nation’s gateway but in addition the primary and final impression a vacationer will get of the Philippines.”

Senator Nancy Binay suggested tourism officers to drop the brand new slogan. “The marketing campaign has misplaced its redeeming worth and has grow to be unsalvageable—I hope the DOT is level-headed sufficient to simply accept this. We anticipate them to be agile and transfer ahead from failure as a result of we don’t need the slogan to grow to be a nationwide embarrassment and appear to be losers,” she stated.

Binay added that the federal government doesn’t have adequate funds to finance a rebrand of the nation’s tourism marketing campaign.

However Senator Alan Peter Cayetano argued that after the acknowledgment of the error, it’s time to assist the federal government’s tourism pitch: “As soon as a improper is uncovered (or defined) and errors are acknowledged and remedied, will we preserve pounding on it, capturing ourselves within the foot in international media?”

Marcos spoke in the course of the launch of the tourism rebrand just a few days after he vowed to battle disinformation and declared that “pretend information has no place in fashionable society.” It’s ironic that he preached in regards to the worth of fact proper earlier than the discharge of a tourism promotion video with plagiarized content material. Marcos will quickly ship his second state of the nation tackle as he marks his first 12 months in workplace, and his critics would possibly cite the tourism advert scandal to spotlight the weaknesses of his governance. It definitely doesn’t look good that the president, whose household is accused of buying ill-gotten wealth in the course of the Martial Regulation period, has endorsed a marketing campaign tainted with “stolen” content material from different nations.


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