The Department of Tourism (DoT) said it has terminated the contract with DDB Philippines, the agency responsible for creating a promotional campaign for the new slogan, “Love the Philippines.”
The department said it is in solidarity with the Filipino people, who were deeply disappointed by the utilization of stock footage from other countries in the audiovisual presentation (AVP) produced by DDB Philippines.
The contract clearly stipulates that the materials produced by the winning bidder should be original and in line with the DoT’s objectives.
The department asserted its right to change, suspend, or permanently discontinue the contract if it deems the agency incapable of fulfilling the project.
No payment was made to the agency for the production of the presentation.
Hence, DDB Philippines has issued an apology for including non-original footage from Thailand, Indonesia, and Dubai in the video presentation.
Considering DDB Philippines’ public apology, acknowledgment of responsibility, and admission of using non-original materials in the AVP, which directly contradicts the DoT’s objectives for enhanced tourism branding, the DoT has decided to initiate termination proceedings against its contract with DDB.
The DoT remains fully committed to developing and promoting the Philippines as a destination rich in natural wonders, culture, heritage, warmth, and hospitality—a source of immense love and pride for all Filipinos.
The promotional video has faced significant criticism, attracting the attention of several senators.
Senate Minority Leader Aquilino “Koko” Pimentel III pointed out that the purpose was to promote the Philippines as a tourist destination, yet the presentation included footage from Indonesia, Thailand, Switzerland, and the United Arab Emirates.
Sen. Juan Edgardo “Sonny” Angara, chairman of the Senate Committee on Finance, suggested that the DoT should create a new video, emphasizing the importance of taking pride in promoting and marketing the Philippines.
Sen. Maria Lourdes Nancy Binay, chairman of the Senate Committee on Tourism, expressed disappointment over the setback in the initial phase of the DoT’s campaign. She called for accountability, especially considering that public funds were used to pay the advertising agencies.
Binay expected Tourism Secretary Christina Garcia Frasco to rectify the oversight and ensure the preservation of the Philippine brand’s integrity.
She also urged the DoT to exercise more discernment and scrutiny when evaluating pegs, concepts, storyboards, and drafts presented by ad agencies. Binay acknowledged that there were also lapses on the part of the client.
Sen. Grace Poe, chair of the Senate Committee on Public Services, stressed the importance of truth in advertising. She expressed frustration that even the government can make marketing blunders while attempting to promote the unique characteristics, natural beauty, and cultural attractions of the Philippines. Poe expressed hope that such incidents will not recur, particularly within government agencies that the public trusts.
(ai/mnm)
