OPACC says new PH branding ‘not meant to promote country’s tourism’

FILE PHOTO: Paul Soriano, presidential adviser for creative communications. INQUIRER FILES

MANILA, Philippines — The Office of the Presidential Adviser on Creative Communications (OPACC) on Saturday clarified that the Philippines’ branding campaign is “not meant to promote the country’s tourist destinations.”

The OPACC said its chief Paul Soriano launched the “We Give the World Our Best – The Philippines” campaign to “uplift the Filipino name and reputation worldwide.”

“Among the first communication outputs of the project was the bus ad on a London bus. The ad featured a Filipina-British nurse holding up a syringe and described her as the nurse who gave the world’s first COVID-19 vaccine,” the office said in a statement.

“The ad came out in time for King Charles III’s coronation in London, where a large international crowd was anticipated to attend the historic global event. Unfortunately, the London ad was misconstrued as part of the country’s tourism promotion campaign,” it added.

READ: PH a ‘labor-exporting country’? Binay bothered by UK ad on Filipino nurses

Aside from the ad featuring a Filipina-British nurse, the campaign also presented similar videos overseas which tell stories about a Filipino caregiver in the United Kingdom and a barista in Italy.

The OPACC also disclosed it is now preparing to release similar campaign videos in other countries such as the United States, and in Middle Eastern cities in a bid to boost the image of overseas Filipino workers or OFWs who are “making a name for themselves.”

“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. They truly deserve this,” according to Soriano.

READ: Redeeming the country’s image

“Please allow me to reiterate that this project is not solely a tourism campaign. At its core, the project intends to let the whole world know how good, compassionate, and competent Filipinos are. Filipinos bring their ‘best’ through daily actions that touch lives all over the world,” he added.

Soriano said he is now coordinating with other government agencies to launch the country’s “best” branding. Specifically, he noted, the OPACC is partnering with the Philippine Charity Sweepstakes Office, Department of Migrant Workers, Department of Tourism, and Department of Trade and Industry for the country’s image-building project.

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