OPACC: Philippines slogan not about tourism

CEBU, Philippines — The new country brand under the Marcos administration, “We Give the World Our Best – The Philippines” is not for tourism purposes but meant to uplift the overseas Filipinos’ spirit.

“OPACC wants to clear the confusion and clarify that it was not meant, in any way, to promote the country’s tourist destinations,” said Secretary Paul Soriano of the Office of the Presidential Adviser on Creative Communications (OPACC).

Soriano said that they are rolling out “a country branding campaign” to uplift the spirit of Filipinos doing well overseas.

“We Give the World Our Best – The Philippines” is meant to promote and focus on the Filipino achievers abroad, Soriano said.

Soriano’s statement came after an ad on a London bus, featuring Filipina-British nurse May Parsons was misconstrued as part of the country’s tourism campaign.

The London ad came out during King Charles III’s coronation where a large international crowd attended the historical global event.

OPACC accordingly released simultaneously some video commercials featuring true stories of successful Filipinos in different countries, including an ad that tells the story of Charm, a Filipina caregiver in the UK, and DJ, a barista in Italy.

“Through this country branding campaign, we want to uplift the spirit of our overseas Filipinos, and honor them particularly for their values that make Filipinos known to do their best at whatever chosen field, wherever they go and whatever it is they do,” Soriano pointed out.

“They truly deserve this,” Soriano stressed.

Soriano emphasized the project was intended “to let the whole world know how good, compassionate and competent Filipinos are” as they bring their best through daily actions that touch lives all over the world.

Soriano added he is now in discussion with other government agencies, particularly the Department of Tourism (DOT) to launch their own versions of the “best branding.”

Tourism Secretary Christina Garcia Frasco also confirmed that they will also be coming out with their own brand that is aligned with the country brand, enhancing the present tagline.

“There is a sea of opinions about this. But I would like to remind our fellow Filipinos that the statement ‘We give the world our best’ is a statement of fact. Do you not agree? Is it not true that our Filipino workers all over the world have shown nothing less than a devotion to duty, commitment to responsibility, a willingness to go the extra mile, to serve with love and compassion? We are Filipinos. We give the world our best,” Frasco said of the new country brand.

Having been a former local chief executive and former president of the League of Municipalities in the Philippines (LMP), Frasco detailed how she would go from town to town to attend festivals.

In these festivals, the Secretary said, she would always see how the communities and the local government units would all give their best preparations for their guests “because that is the nature of being a Filipino.”

“And that is why we fully support the campaign of our President to put forth to the world that the Philippines has no intention of putting out nothing less than the best. And that idea is translated further into what we have to offer in the Philippines. We have the best beaches, the best sites, the best nature destinations. And we have the best tour guides,” added Frasco.

This according to Frasco translates to everything that permeates the Filipinos’ sense of hospitality and service as a tourism industry.

“We give the world our best” is a statement of fact. It is a rallying call. And it is aspirational for those who may still face a host of challenges and through government intervention will finally have the opportunity to be developed and fully maximized,” ended Frasco. — (FREEMAN)