(Eagle News) — The Department of Tourism on Thursday cut ties with the advertising agency behind the country’s current tourism campaign, adding that it expected a public apology from the company.
“In the midst of this controversy, the DOT expects a public apology from McCann (Worldgroup Philippines) over the negative feedback that the department has been receiving owing to the glaring similarities between McCann’s ‘Sights’ ad and South Africa’s ad released in 2014,” the DOT said in a statement.
The DOT said it came to the decision after a “diligent review of the ad materials in question.”
“Sights” depicts the experiences of a blind Japanese retiree in the Philippines.
The main character in the South African tourism advertisement is also a blind retiree.
The DOT said it was junking the “Experience the Philippines” campaign and reverting to the “It’s more fun in the Philippines” campaign.
It said it would “reopen the procurement process for the production of new advertising material which will be consistent” with that slogan.
“Thus, we encourage those with fresh and original ideas that will showcase our diversely rich tourist destinations and the unique Filipino hospitality to join this venture,” it said.