Senator Nancy Binay has urged the Department of Tourism to slap penalties on promoting agencies which rip off commercials from different entities following the accusation that its newest promotional video was just like South Africa’s tourism marketing campaign.
In an announcement Wednesday (June 14), Binay mentioned promoting agencies ought to be held accountable for their output as a result of they’re paid utilizing taxpayers’ cash.
“Everytime the ad is aired, taxpayers’ money is being spent. Dapat maging honest at magkaroon ng full disclosure ang mga ad agencies para ‘di kahiya-hiya ang Pilipinas,” Binay, chair of the Senate tourism committee, mentioned.
The senator mentioned it’s an promoting company’s accountability to examine if its output is similar to campaigns which have been launched earlier than– whether or not regionally or overseas– as a result of copycat ideas compromise the integrity of the DOT in addition to its personal.
Binay mentioned the DOT ought to have a clause of their contracts with promoting agencies stating that the latter could also be penalized if the idea was discovered to have been copied elsewhere.
The DOT, she added, ought to be extra discerning and demanding on pegs, ideas, storyboards and drafts which are being offered to them since they’ve the ultimate say within the execution of their commercials in addition to collateral.
“It also saves them the time and effort in defending the material that comes out,” she mentioned.
The DOT’s “Sights” tourism promotional video launched final June 12 was produced by McCann World group Philippines ad company.
DOT has stood by the ad company amid backlash over its supposed plagiarism of the ad, saying the industrial targets ret
Binay famous that that is already the third time that the DOT has been embroiled in an issue regarding its tourism marketing campaign.
The DOT’s tourism brand in 2010, “Pilipinas Kay Ganda” was reported to been lifted from Poland’s brand by Campaigns and Grey ad company whereas the tagline “It’s More Fun in the Philippines” launched in 2012 was mentioned to resemble Switzerland’s 1951 tagline “It’s More Fun in Switzerland.”
“Mukhang ‘di pa po tayo natuto sa nangyari sa mga nakaraang pagkakataon na hindi original ang logo, slogan or design,” she mentioned.