BY DOMINIQUE GABRIEL G. BAÑAGA
BACOLOD City – Negros Occidental’s Gov. Eugenio Jose Lacson criticized the advertising agency hired by the Department of Tourism (DOT) for a new promotional slogan and audio-visual campaign.
According to Lacson, the ad agency was “taking it easy” when they came up with “Love the Philippines” video.
“They were paid P49 million for that promotional material, and then nag gamit lang sila videos of other countries. How can you love the Philippines if you show videos of other countries?” Lacson said.
He added that the government should never hire the ad agency again.
In a statement on Monday, DOT said it is “in solidarity with Filipinos in expressing their outrage and extreme disappointment”, and terminated its contract with advertising agency DDB Philippines.
Lacson said changes with the slogan were to be expected, although he preferred the previous “It’s More Fun in the Philippines.”
Last week, the country’s new tourism slogan drew flak from the public, with analysts pointing out that it has failed to capture the country’s best qualities, does not give tourists compelling reasons to visit, and lacks creativity.
DDB Philippines was further criticized for using stock footage of travel destinations in other countries for the promotional video.
DDB would later issue a statement apologizing and taking responsibility over the matter, although the DOT said over the weekend that it would still conduct an investigation./PN
