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Manila Bulletin devider Philippines devider National devider 'Love the Philippines' campaign to have 'less exposure' next year, says budget sponsor

'Love the Philippines' campaign to have 'less exposure' next year, says budget sponsor

Published Sep 19, 2023 11:46 pm

At A Glance

  • The Department of Tourism's (DOT) "Love the Philippines" promotional campaign could have "less exposure" next year due to the agency's reduced 2024 budget, Isabela 6th district Rep. Faustino "Inno" Dy said.

Love the Philippines.pngLove the Philippines logo 

 

 

 

 

 

 

The Department of Tourism's (DOT) "Love the Philippines" promotional campaign could have "less exposure" next year due to the agency's reduced 2024 budget. 

Isabela 6th district Rep. Faustino "Inno" Dy made this admission Tuesday night, Sept. 19 during his defense of the DOT's budget in the House plenary debates on the P5.768-trillion General Appropriations Bill (GAB). 

Basilan lone district Rep. Mujiv Hataman, a deputy minority leader, brought up during his interpellation the P800-million budget reduction of the DOT compared to its 2023 outlay. 

"Di ba ho, kabagu-bago lang natin ni-launch yung Love [the] Philippines? Anong magiging impact nito doon sa promotion ng Love [the] Philippines? (Wasn't the Love the Philippines campaign recently launched? How will this impact the promotion of Love the Philippines?)" Hataman asked Dy. 

"So ang magiging impact po nito Mr. Speaker, magkakaroon po tayong less exposure sa atin pong domestic market, international markets, at sa mga ganito pong klaseng mga bagay pa Mr. Speaker  (Mr. Speaker, the impact is it will give less exposure to our domestic market, international markets, and on similar things, Mr. Speaker)," said Dy, a vice chairman of the House Committee on Appropriations. 

At any rate, the DOT budget sponsor said the Love the Philippines campaign will continue.

"The campaign will still continue Mr. Speaker, but for the meantime magkakaroon po tayo ng panibagong--magkakaroon po ng panibagong video, video campaign for the Love the Philippines campaign (the Love the Philippines will have a new video campaign)," Dy said. 

Launched to much fanfare last June 27, the P49.9-million Love the Philippines campaign replaced the old "It's more fun in the Philippines" tourism slogan. 

However, the rebrand was bashed right out of the gate when it was found out contractor Doyle, Dane & Bernbach (DDB) Philippines used stock footage from other countries like Indonesia, Thailand, Switzerland, and Dubai for its first promotional video under Love the Philippines. 

The DOT has since terminated its contract with DDB.

 

Related Tags

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