DOT continues “Love the Philippines” promotions

The Department of Tourism (DOT) will continue to use the “Love the Philippines” slogan in attracting both foreign and local tourists to travel around the country after terminating its contract with DDB Philippines, the advertising agency behind the campaign.

This was announced by Tourism Secretary Christina Frasco on July 5, days after it was discovered that the agency used stock footage shot abroad in the new tourism campaign video.

DDB Philippines issued a statement apologizing for the “highly inappropriate” use of foreign stock footage in the video, which has since been taken down.

“Having come out of the pandemic, indeed the greatest threat to humanity, we have survived, we have thrived, and we continue in the journey towards recovery and transformation. We are the Philippines. We have gone through so much as a nation,” Frasco said.

“We possess the strength of spirit to continue to prevail and to overcome. The world has told us that there is so much to love about our country. And I’m fully confident that if all of us look into the depths of our heart, we will find in each and every one of our fellow Filipinos that burning pride of place for the Philippines and the deep love of country that will propel the recovery of Philippine tourism and allow our country to claim its position as Asia’s tourism powerhouse.

“Love the Philippines” is a recognition of our natural assets, our storied history, our rich culture, and diversity. There is so much more to the Philippines than the fun and adventure that we have so far articulated to the world,” she said in a speech about the new campaign.

When asked to clarify if the agency would still use the slogan, Frasco made an apparent reference to her remarks, saying “it was evident.”

DOT spent 49 million pesos (approximately $880,000) on the new “Love the Philippines” campaign and slogan, which replaces the “It’s More Fun in the Philippines” slogan from over a decade ago. – PNA