In a surprising turn of events, the Department of Tourism (DOT) appears to be holding onto the “Love the Philippines” slogan despite severing ties with DDB Philippines, the advertising agency responsible for the campaign.
This decision comes in the wake of a video controversy that featured footage from other countries, raising concerns about the authenticity of the campaign.
During a forum attended by tourism executives on Wednesday, July 5, Tourism Secretary Christina Frasco repeatedly mentioned the controversisal slogan throughout her speech.
When asked whether the agency would keep the slogan, Frasco simply replied, “I think that was eviden.”
The forum also featured merchandise such as bags, shirts, and memorabilia bearing the “Love the Philippines” logo, designed by advertising agency DDB Philippines.
It can be recalled that the DOT was in hot water after netizens pointed out that its launch video contained stock footage from other countries. The controversy also attracted international attention.
Following the faux pas, the DOT announced it was in the process of terminating its PHP49-million (US$881,738) contract with DDB Philippines. Yet as the agency seemingly continues to use the agency’s creative output, it is unclear whether the government will continue paying for it.
DDB Philippines was tasked with creating a comprehensive campaign, conducting market research, developing key visuals, a strategic framework, and a branding guide. They were also responsible for producing five audio-visual presentations, each with a maximum duration of 120 seconds, as well as three 60-second television commercials.
