“Experience the Philippines.”
D.O.T. has stirred the internet on Independence Day, June 12th after releasing an ad video proposing the new tourism tagline (as read above). The issue isn’t the tagline. The issue is the content of the video, which features a blind man who relishes the experience of a different country without using sight.
This idea, says tourism assistant secretary Frederick Alegre, isn’t a rip-off, but “experiential”. The internet exploded with allegations that D.O.T. and McCann, the agency responsible for the ad, essentially copied one that was already released in 2014 for South Africa. “Our ad that was released yesterday was beautifully executed. While it has similarity with the ads of South Africa, the biggest difference really is that is a true story. The Japanese retiree is an actual retiree residing in the Philippines,” Alegre said.
Whether this is an isolated case or not, we know we can make a raunchier, more milieu-appropriate tourism tagline for a Twitter/Facebook-speaking Philippines. Here are ten better tourism taglines than “Experience the Philippines”.