The Department of Tourism (DOT) made a significant decision regarding its promotional efforts by parting ways with DDB Philippines, its partner advertising firm. The agency’s recent “Love the Philippines” tourism promotion video created controversy when locals noticed that it featured stock footage from other countries such as Thailand, Indonesia, and the United Arab Emirates.
DDB Philippines, the company responsible for making the video, quickly issued an apology after the backlash. Because of their recognition of the use of non-original materials and their failure to comply with the terms of the contract, the DOT chose to terminate their agreement with the company.
The DOT stressed that no payment was made by DDB Philippines for the promotion video. In addition to terminating the contract, the agency intends to exercise its right to cancel the performance security due to the company’s failure to fulfill its obligations.
In addition, the DOT stated that it will review the performance standards, or the lack thereof, regarding any possible claim for payment or other type of engagement. In addition, they made it clear that they reserve the right to take appropriate action against any acts deemed detrimental to the interests of Philippine tourism.
While the agency has not publicly addressed whether it will reconsider the new tourism slogan, which has already faced public criticism before the stock footage controversy, the DOT has assured the public of its unwavering commitment to show the Philippines as a natural wonderland, rich in culture, heritage, and true warmth.
After the apology issued by DDB Philippines, the company defended the video, saying it was originally intended as a “mood video” intended to arouse internal stakeholders. However, the video unexpectedly went viral on social media, prompting public scrutiny and frustration.
The DOT’s decision to part ways with DDB Philippines marks an important moment in their pursuit of a successful tourism campaign. As they progress, the agency remains steadfast in their mission to promote the beauty and charm of the Philippines while ensuring the authenticity and originality of their promotional materials.
In conclusion, the DOT’s termination of its contract with DDB Philippines marks the new beginning of the “Love the Philippines” tourism campaign. As they move forward, the agency will undoubtedly be diligent in its efforts to attract global audiences to the true and awe-inspiring beauty that the Philippines has to offer.