Metro Manila (CNN Philippines, June 30) — House ways and means committee chair Joey Salceda said he wants to look into the contract signed by the Department of Tourism (DOT) with a private entity for the government’s latest tourism campaign “Love the Philippines.”
“I will ask them where is the FGD [focus group discussion], where is the EPG [eminent persons group], and right now after six months where is the UAI, usage, attitude and image. So basically, we need to have a data-based, and a science-driven accounting for it,” he told CNN Philippines’ The Source on Friday. .
DOT Secretary Christina Frasco told CNN Philippines on Thursday that ₱49 million was spent for the creation of the branding’s logo; the conduct of global, regional, and local studies; and other components of the campaign.
According to the bid notice abstract, the procurement of consulting services for a marketing campaign for the rebranding of the Philippines Tourism Brand has an approved budget of ₱250 million.
The terms of references, meanwhile, indicated that the six-month project has an approved budget of ₱50 million.
Frasco earlier said that the contract was awarded to DDB Philippines Inc.
Salceda said he may ask his questions regarding the campaign once the DOT’s 2024 budget is heard at the lower chamber.
Following the announcement of the new tourism branding, the Albay representative expressed his frustration after the iconic Mayon Volcano was not included in the promotional video.
Based on past experience, the national tourism campaign has an impact on the local tourism industry of an area since such contents are being used overseas to promote the country, Salceda said.
The lawmaker also responded to Cebu 5th district Rep. Vincent Franco Frasco who said that the “over 50 notable mountains and volcanoes of the Philippines are represented in the DOT LOVE logo.”
“If you want somebody to do something like an ad, you will not ask him to do one more thing before, you know, responding to the stimuli. So, you mean to say, I will say ‘Mayon is there, look for it.’ Ano yan (What is that), crossword puzzle?” Salceda said.
“For tourism, I think it’s more important that, immediately, the beauty and the iconic character of a particular attraction should be clear from the start,” he added.
