Senator Nancy Binay described the Department of Tourism’s “Love the Philippines” campaign as “unsalvageable” and called on the department to revert to the previous campaign. In her statement, Senator Binay, who chairs the Senate Committee on Tourism, highlighted that the recent tourism advertisement blunder had gained international attention, describing the campaign as irreparable.

“The DOT’s enhanced campaign has lost the persuasion game. We all can sense the discombobulating algorithms which carry promotion-limiting consequences. The campaign has lost its redeeming value and has become unsalvageable—I hope the DOT is level-headed enough to accept this,” Binay said.

Furthermore, the senator referred to the failed slogan as a laughingstock and recommended returning to the tried and tested campaign.

“Tourism is a sensitive market. Political unrest, negative media, and people’s perceptions influence travelers’ decisions. Dahil nga sa nangyari, headline na tayo sa buong mundo. Naging laughingstock na ang slogan, at masyado nang tinamaan ang campaign. Nakakalungkot dahil sa unang tapak pa lamang, imbes na umarangkada ay umatras tayo,” Binay said.

“Kung meron pang ilalabas na [television commercial] ang DOT, it is not wise to gamble dahil inaabangan na ng netizens ang susunod na ‘Love’ iterations para gawan ng spoof. Ang recommendation is to revert to the tried-and-tested campaign, and from there gumawa na lang ng tactical marketing plan para maiwasan ang window na isabotahe,” she suggested.

Furthermore, she emphasizes the need for accountability, highlighting the use of public funds by the tourism department for the campaign.

“Dapat may accountability dahil pera ng taumbayan ang ginagastos ng DOT para bayaran ang mga ad agencies.”

“Hindi rin dapat nagpapabaya ang DOT sa ganitong multi-milyong pisong kampanya. The DOT should also be more discerning and critical on pegs, concepts, storyboards, and drafts that ad agencies present to them. May lapses din sa bahagi ng kliyente.” Binay added.

Photo: Sen. Nancy Binay FB