Senate President Juan Miguel Zubiri Senate PRIB file photo
MANILA, Philippines — Senate President Juan Miguel Zubiri is urging the public to forgive the Department of Tourism (DOT) and allow it to correct its “misstep” and improve its work.
Zubiri’s appeal comes after DOT launched its “Love the Philippines” campaign video – which earned furor, especially on social media, for including stock footage of places abroad. The latest Philippine tourism campaign video reportedly costs P49 million.
“The DOT was criticized for the misleading inclusion of stock footage in the ‘Love the Philippines’ campaign video, but let us also allow the Department to correct this misstep, reflect on what happened, and improve its campaign going forward,” he said.
“The concerned ad agency has already owned up to its negligence and the DOT has already gone on record rightly taking responsibility for the controversy, and terminating the contract with the agency.”
READ: DOT chief keeping ‘Love’ campaign despite mess
For Zubiri, the DOT had no “ill intent” in this matter. However, he also stressed, mending the negative impact that the fuss caused on the country’s reputation should “go beyond producing a correct version of the controversial promotional video.”
“The DOT leadership’s call to stick with their new campaign slogan is duly noted, but this should not be the end-all of the corrective process.”
READ: Binay says ‘Love the Philippines’ blunder is ‘unsalvageable’
Beyond ‘Love the Philippines’ slogan
Zubiri said that in order to improve the Philippine tourism industry, government agencies – specifically the Departments of Public Works and Highways, Transportation, and Health – must collaborate and work closely with the DOT.
“The success of the ‘Love the Philippines’ campaign will also live and die with the cooperation and collaboration of all government stakeholders so that our public transport, our connectivity, our health protocols, our logistics, and our people will be ready to deliver and accept the love our tourism deserves,” he pointed out.
READ: Lapid proposes mash-up slogan: Wow, It’s More Fun! Love the Philippines
In a separate statement Thursday, Senator Win Gatchalian expressed the same message to stakeholders in the tourism sector. He said concerned agencies and partners must work hand-in-hand.
“I commend the prompt response of the DOT under the able leadership of DOT Secretary Frasco. I have seen the department’s tireless efforts in promoting the country as a premier destination. I encourage all stakeholders in the tourism sector to join hands in ensuring that the country’s tourism industry thrives,” he said.
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