Senator Nancy Binay on Wednesday expressed hope that the Department of Tourism (DOT) will rethink its plan to exchange the nation’s present marketing campaign slogan, saying that is pricey and would possibly trigger confusion to worldwide vacationers.
The lawmaker issued the assertion after President Ferdinand “Bongbong” Marcos Jr. vetoed a provision within the 2023 nationwide funds regulation that “in no case shall the appropriations be utilized to change the tourism campaign slogan.”
“We appreciate the promotions initiative of the DOT, but rebranding and marketing can be very costly considering that the DOT would be spending in millions of US dollars by just changing the slogan, not to mention the printing of marketing collaterals, global quad-media advertising placements, international and local sponsorships, travel and trade shows, and other below-the-line campaigns,” Binay, chairperson of the Senate tourism committee, mentioned.
“It is our commitment to equip the DOT with the necessary marketing tools, and provide essential funds to support its programs. But given the country’s financial challenges, changing to a new slogan at this time may not be a compelling argument. As much as possible, we don’t want potential tourists to be confused with constantly changing messages every time they watch our new ads on television and social media,” she added.
“We still hope that the DOT considers deferring its plan to ‘rebrand’ and replace the ‘It’s More Fun in the Philippines!’ campaign.”
While she raised this level, Binay mentioned she respects the President’s energy and prerogative to veto and she or he understands the necessity to kickstart the tourism business and to push the persuasive energy to promote the Philippines.
During a Commission on Appointments listening to in September, Tourism Secretary Christina Frasco mentioned the Marcos administration agreed to revisit the nation’s present tourism slogan and change it with one that’s reflective of the perfect qualities of the Filipino individuals and the Philippines.
At that point, Binay had already requested the DOT to rethink this plan, citing the fund requirement and the confusion that it could carry to potential vacationers overseas.
During the funds deliberations in October, the lawmaker as soon as once more questioned the division’s change of slogan each six years which she mentioned might take an enormous slice within the DOT’s funds.
“Unlike other countries, you change your slogan every six years. It’s not cheap to change a slogan and our budget is limited,” Binay earlier mentioned.
In 2012, the Department of Tourism unveiled its marketing campaign dubbed “It’s more fun in the Philippines.”
In 2017, it was modified to “Experience the Philippines” however the DOT determined to revert to the earlier tourism marketing campaign slogan after about two years.
Meanwhile, Senate Minority Leader Aquilino “Koko” Pimentel III didn’t oppose Marcos’ veto message however reiterated that Congress will monitor how the funds can be utilized.
“The President raised valid points in his veto message. I hope that the prioritization of the education sector as mandated by the constitution is really reflected in the budget law after the veto. Also, we still have to monitor how the budget is actually implemented,” he mentioned.
For his half, Senate Majority Leader Joel Villanueva acknowledged the chief government’s prerogative to veto a few of the provisions within the General Appropriations Act, saying “we trust in his wisdom.”
“The work of the legislature now is to continue its oversight powers and ensure that appropriated funds are spent economically, efficiently and effectively,” he mentioned.—AOL, GMA Integrated News
