Senator Jinggoy Estrada (File photo)
MANILA – Senator Jinggoy Estrada on Wednesday lauded Department of Tourism (DOT) Secretary Christina Frasco for her swift action in terminating the contract with DDB Philippines, the agency hired to prepare a promotional campaign for its new slogan, "Love the Philippines".
In a statement, Estrada said that "by swiftly acknowledging the gaffe and taking immediate steps to rectify it, the DOT, under the leadership of Secretary Christina Frasco, demonstrated a dedication to maintaining the integrity of our tourism industry."
“Mistakes happen but it is how we respond and rectify them that truly matters. The Department of Tourism's prompt response and responsible handling of the situation deserves recognition. The DOT exemplified accountability and commitment to learning from this incident.” Estrada said.
In a separate statement, the DOT said it is in solidarity with Filipinos who were outraged by the use of stock footage shot in Thailand, Indonesia and Dubai in an audiovisual presentation produced by DDB Philippines.
It also maintained that they did not pay anything to DDB Philippines as the said agency already issued an apology for including stock footages.
The incident, according to Estrada, must serve "as a valuable lesson for all of us in promoting and showcasing the beauty of our country", adding that "we should all learn from this experience by further strengthening our marketing efforts to prevent similar cases from arising in the future."
“Understandably, any campaign of this magnitude may face criticisms and differing opinions. Yet, how Secretary Frasco's handling of the issues confronting the DOT is both admirable and necessary. It is through proactive measures that we can continue to promote the Philippines as a premier tourist destination while ensuring accuracy and responsible marketing practices.” he added. (PNA)
