Solomonic slogan? Wow, It’s more Fun! Love, the Philippines!

When one tourism slogan is not enough to please everyone, try combining three instead.

This was the suggestion of Sen. Lito Lapid, saying mixing two previous slogans will boost the message of the present “Love the Philippines” tagline of the Department of Tourism.

“For me, we must mix the three slogans to produce a stronger tourism campaign to attract more foreign and local tourists – ‘Wow, It’s more Fun! Love, the Philippines!’” the senator said.

“Wow Philippines” was used during the term of former Tourism chief Richard Gordon while “It’s More Fun in the Philippines” was the slogan coined during the time of the late Sec. Ramon Jimenez.

Lapid said the fiasco on the “mood video” created by the DDB Philippines ad agency “should not take away the months of hard work by the DOT.”

The DOT is terminating its contract with DDB Philippines after the promotional video it circulated online was exposed to have stock footage of other countries.

Although DDB owned up to the error, the DOT decided to cancel the contract for its new slogan campaign as the fiasco embarrassed the department and compromised the sincerity of the campaign.

International news services such as the BBC and CNN have carried stories about the tourism fiasco.

Senate President Juan Miguel Zubiri, for his part, urged Filipino to rally behind the new slogan “Love the Philippines.”

“We all should come together in support of the country and of our tourist destinations, which could be considered at par with other world-class attractions,” he said.

He, however, called on the DOT to hold accountable those responsible for the video “mishap.”

“The harm to our reputation as a rising global tourism power should be repaired immediately, which 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,” Zubiri said.

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