 Campaign logo | |
| Agency | DDB Philippines |
|---|---|
| Client | Department of Tourism |
| Market | Worldwide |
| Language | English |
| Media | Various (marketing campaign) |
| Product | |
| Release date(s) | June 27, 2023 |
| Country | Philippines |
| Budget | ₱300 million [a] |
| Preceded by | It's More Fun in the Philippines! |
| Official website | philippines |
Love the Philippines is the tourism marketing campaign of the Philippines since June 2023.
Before the Love the Philippines tourism campaign, the Department of Tourism (DOT) had been using the It's More Fun in the Philippines! campaign which was adopted in 2012 during the administration of President Benigno Aquino III. It continued during the administration of his successor President Rodrigo Duterte. [2] The latest campaign was launched during the presidency of Bongbong Marcos.
In May 2023, after the DOT was caught in a controversy regarding the Office of the Presidential Adviser on Creative Communications' We Give the World Our Best campaign in London, [3] Tourism Secretary Christina Garcia-Frasco said the DOT would come up with an "enhanced tourism slogan". [3] [2] It was further announced that the newer campaign would feature the country as a "treasure trove" of culture and history and that a white market study was conducted on the prevailing campaign at the time. [4]
The Love the Philippines campaign was launched on June 27, 2023, replacing the roughly 11-year It's More Fun campaign. [5] The campaign was conceptualized by DDB Philippines, and was selected through bidding. The Love the Philippines campaign, including the logo and other collaterals, cost ₱49 million to conceptualize. [6]
The launch video for the campaign sparked outrage from the internet when it was discovered to include stock footage of numerous foreign tourist destinations, including those from Brazil, Indonesia, Switzerland, Thailand, and the United Arab Emirates. [7] DDB Philippines apologized for the oversight. [8] However, the DOT still canceled its contract with DDB. [9] [10] Despite the contract termination, the DOT vowed to continue to use Love the Philippines. [11]
Former Tourism Secretary Dick Gordon, under whose tenure the tourism campaign WOW Philippines was used, praised the campaign, calling its slogan "catchy and easy to recall". [12] The Hotel Sales and Marketing Professionals Association had a similar reception. [13] Philippine Tour Operators Association (Philtoa) president Fe Abling-Yu called the campaign "good enough" and said that one cannot go wrong with "love" as it can cover love for country, people, beaches and cuisine. The Philtoa official said that it could still be improved for "catchier and better name recall." [13]
House Representative for Albay Joey Salceda, however, was critical of the lack of representation of his province and the wider Bicol Region in the initial campaign materials. He remarked that the Mayon volcano was not featured and presumed that the whale sharks featured represented Oslob, Cebu's rather than Bicol's. [13] Tourism secretary Garcia-Frasco assured Salceda that his province would have a chance to be featured. [14]
Albay, officially the Province of Albay, is a province in the Bicol Region of the Philippines, mostly on the southeastern part of the island of Luzon. Its capital is the city of Legazpi, the regional center of the whole Bicol Region, which is located in the southern foothill of Mayon Volcano.
The Bicol Region, designated as Region V, is an administrative region of the Philippines. It comprises six provinces, four on the Bicol Peninsula : Albay, Camarines Norte, Camarines Sur, and Sorsogon, and two off the shore: Catanduanes and Masbate.
Mayon, also known as Mount Mayon and Mayon Volcano, is an active stratovolcano in the province of Albay in Bicol, Philippines. A popular tourist spot, it is renowned for its "perfect cone" because of its symmetric conical shape, and is regarded as sacred in Philippine mythology.
Legazpi, officially the City of Legazpi, is a component city and capital of the province of Albay, Philippines. According to the 2020 census, it has a population of 209,533. Legazpi is the regional center and largest city of the Bicol Region and in Albay, in terms of population. It is the region's center of tourism, education, health services, commerce and transportation in the Bicol Region. The city is applying for a Highly Urbanized City (HUC).
DDB Worldwide Communications Group LLC, known internationally as DDB, is a worldwide marketing communications network. It is owned by Omnicom Group, one of the world's largest advertising holding companies. The international advertising networks Doyle Dane Bernbach and Needham Harper merged their worldwide agency operations to become DDB Needham in 1986. At that same time the owners of Doyle Dane Bernbach, Needham Harper and BBDO merged their shareholdings to form the US listed holding company Omnicom. In 1996, DDB Needham became known as DDB Worldwide.
Bicol International Airport, also referred by some sources as Southern Luzon International Airport, is an airport serving the vicinity of Legazpi, the capital city of Albay and the regional center of Bicol Region, in the Philippines. Dubbed as the Philippines' "Most Scenic Gateway", the airport is located in Daraga, an adjacent municipality of Legazpi. The ₱4.7 billion project is on a 200-hectare (490-acre) plateau 15 kilometers (9.3 mi) from Mayon Volcano. It replaced the old Legazpi Airport, which is only 2 to 3 kilometers from the BIA.
Jose Ma. Clemente "Joey" Sarte Salceda is a Filipino statesman and the current Representative of Albay's 2nd District in the Philippine House of Representatives. He previously served as governor of Albay province in the Philippines for three terms. Prior to that, he was a three-year term representative of the Third District of Albay and was appointed as Presidential Chief of Staff on February 10, 2007, after the resignation of Michael Defensor, before he himself resigned on March 29, 2007, to pursue his gubernatorial bid in his province. Salceda has also been chairman of the powerful House Committee on Ways and Means since 2019. Salceda is the principal author of the Tax Reform for Acceleration and Inclusion Law, the Corporate Recovery and Tax Incentives for Enterprises (CREATE) Law, which reduced corporate income taxes in the Philippines to 20%, and the Free College Tuition Law.
Rodolfo Noel Imperial Lozada Jr., known as Jun Lozada is a Filipino electronics and communications engineer and former chief executive officer of the Philippine Forest Corporation who served as a technical consultant to former Philippine Socio-Economic Planning Secretary Romulo Neri on the Philippine national broadband project of 2007. He later became the chief whistleblower on irregularities in the same project in what was to be touted as the NBN-ZTE Scandal.
Widespread flooding occurred in the eastern part of the Philippines since late December 2010. The Visayas and the Bicol and Caraga regions have been particularly affected by abnormally heavy rains. The floods have displaced 452,999 persons in 19 provinces, and has caused the deaths of 25 people. By 12 January, the National Disaster Risk Reduction and Management Council (NDRRMC) pegged those affected at 235,867 families or 1,230,022 people in 1,267 villages in 137 towns and 10 cities in 23 provinces.
The secretary of tourism in the Philippines is the head of the country's Department of Tourism and is a member of the president's Cabinet.
Noel Ebriega Rosal is a Filipino businessman and politician who served as the governor of Albay in 2022. He previously served as mayor of Legazpi from 2001 to 2010, and again from 2013 to 2022.
Ferdinand Martin Gomez Romualdez is a Filipino businessman, lawyer and politician serving as the Speaker of the House of Representatives since 2022. He is also serving as the representative for the 1st district of Leyte since 2019 and previously from 2007 to 2016. He formerly served as the House Majority Leader from 2019 to 2022, and unsuccessfully ran for senator in the 2016 elections. He is a first cousin of President Bongbong Marcos.
Ma. Esperanza Christina Codilla Frasco, also known as Christina Garcia Frasco, is a Filipino politician serving as Secretary of Tourism since June 30, 2022. She was the mayor of Liloan, Cebu from 2016 to 2022.
The COVID-19 pandemic in the Bicol Region is part of the worldwide pandemic of coronavirus disease 2019 caused by severe acute respiratory syndrome coronavirus 2. The virus reached the Bicol Region on March 27, 2020, when the first case of the disease was confirmed in Albay.
The Multispectral Unit for Land Assessment (MULA) is a planned Filipino satellite dedicated in Earth observation and remote sensing. Upon completion it will become the largest satellite made by Filipinos.
This article lists advertising and marketing controversies in the Philippines. It includes media such as television commercials, print media, and branding that have been the subject of controversy as well as controversies arising from relevant methods such as sales promotions.
Bongbong Marcos began his presidency at noon on June 30, 2022, following his inauguration as the 17th president of the Philippines, succeeding Rodrigo Duterte. His term is expected to expire six years later, on June 30, 2028. He entered into office amid COVID-19 Omicron variant, and the impact of Russian invasion of Ukraine.
Edcel Greco Alexandre "Grex" Burce Lagman, is a Filipino lawyer and politician from the province of Albay.
It's More Fun in the Philippines! was the tourism marketing campaign of the Philippines from 2012 to 2023.
We Give the World Our Best – The Philippines was a marketing campaign by the Philippines Office of the Presidential Adviser on Creative Communications (OPACC).