2 senators join ‘ayes, nays’
on PH tourism campaign ad

June 14 2017 5:49 PM


Image from Senate of the Philippines' Facebook page
Senator Sherwin Gatchalian|Image from Senate of the Philippines’ Facebook page

Two senators expressed opposite views on the latest campaign advertisement by the Department of Tourism (DOT).

Senator Sherwin Gatchalian said the DOT should have retained its previous slogan “It’s more fun in the Philippines” while colleague Francis “Chiz” Escudero liked the latest tourism pitch amid allegations that it was copied from a South African ad.

“From a marketing standpoint, we should have retained ‘It’s more fun in the PH’ slogan for consistency and memory institutionalization,” Gatchalian said in a statement.

“We are selling globally. It will take years for international tourist to take notice of marketing efforts. Singapore, Malaysia and Thailand have been consistent with their slogans for decades,” he said.

“Moreover, we spent so much money to develop the previous slogan. Sayang pera,” the senator added.

Senator Francis "Chiz" Escudero | Image from Thirdy Gonzalgo
Senator Francis “Chiz” Escudero | Image from Thirdy Gonzalgo

Escudero, meanwhile, said he actually liked the campaign ad, which featured a blind foreigner travelling in the northern Philippine provinces.

“I actually like the ad, the similarities with another ad notwithstanding,” he said.

For as long as no intellectual property rights were violated, Escudero said there was nothing wrong with having a similarly formatted ad to promote the Philippines.

“As long as it works and indeed entices tourists to come here,” Escudero said.

McCann Worldgroup Philippines, the advertising agency that produced the ad, denied having the intention to copy the one from South Africa that was produced two years ago.