A cove in Busuanga island in Palawan province, Philippines.
Credit: Depositphotos
The Philippines has a brand new tourism slogan – one which shortly grew to become controversial after it was uncovered {that a} video advert selling the rebrand comprises inventory images 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 are to compete with our neighbors in our effort as well to partner with them for Asia to become a powerhouse tourism region in the world, the time has come for us to add to the value proposition of the Philippines by telling the world how much more we have to offer,” Frasco stated.
Tourism accounts for about 6.2 % of the nation’s gross home product and supplies jobs to round 5.3 million Filipinos. There have been 2.6 million overseas vacationer arrivals in 2022.
President Ferdinand Marcos Jr. praised the brand new tourism marketing campaign and underscored his authorities’s dedication to market it. “The Philippines will never run out of places to discover, of meals to enjoy, adventures to experience, people to meet, talents to admire,” he stated.
The new slogan drew blended reactions. Some argued that the earlier slogan, “It’s More Fun in the Philippines,” was extra interesting and that it succeeded in attracting a report variety of vacationers following its adoption in 2012. Meanwhile, Marcos supporters urged critics to offer the marketing campaign an opportunity to revive the tourism trade, which suffered in the course of the COVID-19 pandemic lockdown.
But the rebrand suffered a significant setback after it was uncovered {that a} video advert from an organization employed by the federal government comprises non-original inventory images of locations from different nations, together with Indonesia, Switzerland, and United Arab Emirates. The slogan brand was shortly parodied on social media and the brand new tourism hashtag trended for the incorrect and embarrassing cause.
The firm that launched the video admitted that it made a mistake and gave an excuse that “it was intended to be a mood video to excite internal stakeholders about the campaign.” The Department of Tourism (DOT) stated that it’s in “solidarity with our fellow Filipinos in expressing our outrage and extreme disappointment” over the gaffe because it clarified that it has already reduce ties with the advert company and that no public funds have been used within the manufacturing of the “mood video.”
Congressman Joey Salceda, who’s a part of the bulk coalition, wished tourism officers to take accountability. “For something as critical as an entire country’s image, you don’t “set the mood” with plagiarism,” he stated.
Senator Grace Poe expressed her disappointment. “It’s frustrating to know that even the government can fall victim to blunders in marketing campaign,” she stated. Earlier, she requested the federal government to enhance airport services, “which are not only the nation’s gateway but also the first and last impression a tourist gets of the Philippines.”
Senator Nancy Binay suggested tourism officers to drop the brand new slogan. “The campaign has lost its redeeming value and has become unsalvageable—I hope the DOT is level-headed enough to accept this. We expect them to be agile and move forward from failure because we don’t want the slogan to become a national embarrassment and look like losers,” she stated.
Binay added that the federal government doesn’t have enough funds to finance a rebrand of the nation’s tourism marketing campaign.
But Senator Alan Peter Cayetano argued that after the acknowledgment of the error, it’s time to assist the federal government’s tourism pitch: “Once a wrong is exposed (or explained) and mistakes are acknowledged and remedied, do we keep pounding on it, shooting ourselves in the foot in foreign media?”
Marcos spoke in the course of the launch of the tourism rebrand a number of days after he vowed to battle disinformation and declared that “fake news has no place in modern society.” It is ironic that he preached in regards to the worth of reality 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 yr in workplace, and his critics would possibly cite the tourism advert scandal to focus on 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 Law period, has endorsed a marketing campaign tainted with “stolen” content material from different nations.
Source web site: thediplomat.com
