‘Mahal ang Phl’: wasteful obsession with slogans

P250 million, P49 million, or free? How much did that “Love the Philippines” rebranding, with fake videos of local tourism scenes, cost?

People are asking in outrage over the use of stock footages of Indonesia’s rice terraces, a Thai casting a fishnet, Dubai sand dunes, Brazil beaches, a jumbo jet landing in Switzerland and frolicking dolphins in an indeterminate location.

Apologizing Sunday, July 2, ad agency Doyle, Dane & Bernbach Philippines said it produced the video “at own expense; no public funds were or would be released.” The Department of Tourism concurred.

Yet five days earlier, June 27, Tourism Sec. Christina Garcia Frasco told CNN Philippines the rebranding cost P49 million. The video may be free, but the “Love the Philippines” slogan, allegedly copied from Cyprus and Barbados tourism promos, cost much.

Was that all? DOT said it will terminate DDB’s contract and forfeit the performance bond. Did DOT make a down payment?

Last June 9, DOT posted on the PhilGEPS website a “Notice of Eligibility and Shortlisting to Judd Balayan, Group COO/CFO-DDB Philippines, and Vilma Rosalia Sto. Domingo, Business Unit Head-IPG Mediabrands Philippines.

“(1) DOT has received financing from 2023 General Appropriations Act [for] Procurement of Consulting Services for Integrated Marketing Campaign for Rebranding of Philippine Tourism. DOT intends to apply a portion of the funds in the amount of Two Hundred Fifty Million Pesos.

“(2) DOT invites bids [for] Consulting Services: to develop a strategic plan and implement an effective IMC that caters to local/international audiences. This will promote DOT’s products, programs and regional destinations.”

Everyone involved in the fiasco should come clean. Better for gory details to come from them than dug up by mainstream and social media. Blogger Sass Rogando Sasot exposed the use of foreign stock images and Agence France Presse fact-checked the sites.

Was the video presented prematurely last June 27, DOT’s 50th anniversary? DDB called it a “mood video to excite internal stakeholders.” Was it not meant for public release but only for the contract bidding? The PhilGEPS June 9 posting reveals:

“(6) Bidding Documents may be acquired at … DOT Bldg. … from June 9-June 28 (8:00 a.m.–5:00 p.m.) and June 29 (until 9:00 a.m.) … in the amount of P50,000.00 to the DOT cashier. Payments must be made/deposited before deadline of submission of bids, June 29, 2023.”

Bidding was still ongoing last June 27. So why was the bidder’s mood video for internal stakeholders, “Love the Philippines,” unveiled as the new tourism brand?

All this happened due to officials’ obsession with slogans. As if slogans – not accessibility, convenience, experience – bring in tourists.

Upon appointment Frasco announced to scrap the 10-year-old “It’s More Fun In The Philippines.” Supposedly that slogan, copied from Switzerland’s 1951 promo, was ineffective so Philippine tourism trailed behind Thailand and Indonesia. No mention of insufficient flights, poor facilities, decrepit sites.

President Ferdinand Marcos Jr. obliged Frasco. In passing the 2023 GAA, Congress allotted P1,270,014,000 for ”Branding Campaign Program,” but stressed that “in no case shall the appropriations be utilized to change the tourism campaign slogan.” Marcos Jr. crossed it out in “direct veto.”

Indonesia’s rice terraces was videoed because ours in Banawe can’t be viewed from Lagawe, Ifugao’s capital, where there are hotels/hostels. Souvenir shops block the roadside. There’s no view deck. Even if there was, the best terraces in Barangay Battad are rundown.

The Thai fisherman was used because plastics litter Philippine seasides. Dubai and Brazil sands were featured because oil slicks blacken Philippine public beaches. The Swiss airport was preferred over Manila’s congested runway.

Tourists endure delayed flights to Manila, then long queues in airport toilets and at Immigration. No highway rest stops, only stinky outhouses without flush, seats, sinks – just dippers to buhos-buhos. Flies infest diners.

Tourism experts are ignored. Like The STAR columnist Cito Beltran, who built and operated a Palawan island resort, and Manuel Gonzalez, who owns Cebu’s world-famous Plantation Bay. They’ve been shouting their voices hoarse, to no avail.

The P49 million, Cito says, could’ve been used for more benches, women’s toilets, WiFi at the Manila airport terminals; directional signs; online portals for transport routes and alternatives; hotlines for passengers suffering flight overbooking, delays and cancellations.

Manong Manuel decries DOT power-trip of star-rating hotels and resorts, which online travelogues already do. Also the contentment with Intramuros’ grimy walls of officials who likely haven’t been to Siem Reap. Plus, DOT’s forcible slashing of hotel/resort rates supposedly to entice foreigners.

Why does Presidential Adviser on Creative Communications Paul Soriano have his own slogan: “We Give The World Our Best. The Philippines.”? On King Charles’ coronation week it was posted on London double-deckers with a photo of a Filipino nurse holding a syringe. Nanay ko po.

That’s not all. Last June 27, columnist Boo Chanco reports, DOT announced prizes for those who bring in tourists in a contest, “Bisita Be My (BBM) guest.” Sipsip.

*    *    *

Follow me on Facebook: https://tinyurl.com/Jarius-Bondoc