Former Sen. Richard Gordon has pressed the DOT to “recalibrate” the Philippines’ brand image following uproar over its use of stock footage from other countries in a promotional video intended to drum up interest for local travel spots. | kdevillaINQ /PDI
“It is their duty to review and have everything checked or the mistake will bite you. More importantly, it will rabidly hurt the Philippines,” he said.
DDB sought to appease critics by saying the promotional material was “intended to be a mood video” and produced on its own initiative “to help pitch the slogan,” which replaced the previous administration’s “It’s more fun in the Philippines.” While Frasco said the terminated DDB deal was worth P49 million, a bid notice contract on the Philippine Government Electronic Procurement System website showed that another P250 million had been budgeted for “consulting services for the integrated marketing campaign for the rebranding of the Philippine tourism brand.”
“I asked her to fire the consultant. She did. I asked her to correct mistakes and investigate internally. She did. I asked her to be more inclusive with destinations featured. She did. When we resume session in Congress, we will seek facts. She is open. We can disagree without malice,” he said in a statement.
“So, no, I will not join calls for her to resign. Certainly not when a lot of it is premised on speculation. I focused on facts in my criticisms. I want to focus on facts, on the solutions,” he added.Frasco, daughter of Cebu Gov. Gwen Garcia, also received the support of mayors and representatives from her home province.
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