On Monday, the Department of Tourism (DOT) officially ended its partnership with DDB Group Philippines following an apology from the advertising agency for using stock footage from foreign countries in the video launch of the “Love the Philippines” tourism campaign.
The DOT pointed out DDB’s failure to meet its obligations under the P49-million contract, as the agency openly acknowledged that the materials used in the promotional video were not original.
During the campaign launch on June 27, a nearly two-minute-long video showcasing popular local destinations was displayed, replacing the long-standing slogan “It’s more fun in the Philippines,” which had been in use since 2012.
However, vigilant netizens were quick to point out that several clips featured tourist sites from other countries, such as a fisherman from Thailand, an airport runway in Switzerland, rice terraces in Indonesia, and sand dunes in the United Arab Emirates.
Citing its authority to alter or terminate contracts when an agency is deemed incapable of fulfilling the project, the DOT made the decision to sever ties with DDB for the new tourism campaign.
The DOT clarified that no payments had been made to DDB and emphasized its intent to assess performance standards if the agency submits a claim.
While the DOT did not comment on the fate of the “Love the Philippines” campaign created by DDB, it remains uncertain whether it will be retained.
DDB declined to provide any statement regarding the termination of the contract.
Source: PhilNews24 | July 4, 2023
