PINUPUTAKTI pa rin ng mga negatibong komento sa social media si Tourism Secretary Christina Frasco kaugnay sa pumalpak nitong tourism branding campaign.

Tinawag din nilang sinungaling si Frasco dahil malinaw anilang may nagamit nang pera ng bayan sa nasabing kampanya taliwas sa ipinangangalandakan nitong hindi pa bayad ang kausap na ad agency.

Dismayado ang mga kritiko dahil malinaw anilang nagkaroon ng kapabayaan at kapalpakan ang ahensya ni Frasco at dapat itong managot gayundin ang iba pang mga indibidwal na isinasangkot sa kontrobersya.

Tinatayang nasa P49 milyon ang ginastos ng Department of Tourism (DOT) para sa pagbuo ng bagong tourism slogan na “Love the Philippines.”

Sa kabila nito, sinabi ni Pangulong Ferdinand Marcos Jr., na nananatili ang kanyang kumpiyansa kay Frasco sa kabila ng mga batikos dito dahil sa campaign video na may footage ng lokasyon sa labas ng bansa.

Magugunitang, noong Hunyo 27 ay inilunsad ng DOT ang bagong tourism slogan ng Pilipinas na kapalit ng “It’s More Fun in the Philippines.”

Ayon kay Sec. Frasco, ang P49 milyon ay ginamit para sa paglikha ng logo, pagsasagawa ng global, regional, at local studies, at iba pang komponent ng kampanya.

Matapos mabisto na hindi mga lokasyon sa Pilipinas ang mga ipinakita sa video kundi stock footages ng iba’t ibang bansa, sinibak ang ad agency na DDB Philippines ngunit para sa netizens, hugas-kamay lamang ang mga opisyal ng DOT sa pangunguna ni Frasco.

Dahil dito, nais nilang may managot sa nasabing kontrobersya lalo pa’t pinag-usapan ito hanggang sa ibang bansa nang ibalita ng major global outlets kabilang ang BBC news.

Sa social media, kalat ang video kung saan nagkaroon ng pagkakataon ang ilang miyembro ng media na matanong ang kalihim kaugnay sa “Love the Philippine” campaign.

Sinabi kasi nito na patuloy na gagamitin ng DOT ang Love the Philippines bagaman nakansela na ang kontrata sa DDB.

Ngunit hindi nakasagot si Frasco nang tanungin kung bakit patuloy na gagamitin ang konsepto ng nasabing slogan kung hindi pala bayad ang DDB na siyang dapat nagmamay-ari nito.
Narito ang mga komento ng netizens:

Boo Chanco:
from an advertising industry veteran:
How can she fix a concept that does not belong to the DOT?
Agency owns the creative concept, the campaign and it’s their intellectual property!
She cancelled the contract and now she announces that she will “go ahead” with the campaign?

CryptoKarenSy:
She does not care about intellectual property. The logo is still up. If DoT did not pay for it, they should stop using it. So DoT probably paid for it. Either DoT is lying or it stole from the agency.

Ar Stella Severino:
Why is DDB not complaining regarding the use of their concept & not being paid for it? What happens to intellectual property? In case for us architects, the design still belongs to us eventho the client pays for it. So DDB has every right to demand payment.

B A C O N:
I agree, DOT doesn’t have in-house creative dept. Hence, 49M budget is commissioned. Imo, d contract is abt 90% concluded, if she cancel it, then only 10% of it is affected bc 90% was already approved, accepted & used by them. She seem to think that Filipinos don’t know anything

Azarcazm:
Exactly. No money, no use of slogan.

Reynoso garcia:
She is hiding key facts about the project.

JayDamet:
Wait for another year… another 49million… safe from plunder.

Ryan Alter:
Di ko din gets why are they still using it when the contract was cancelled..
Unless they did something they did not announce

Kiro Sangreal:
I guess, except if it was DOT that came up with the LOVE slogan

Martial Bonifacio:
Nagastos na ang su**l, di na maibalik. Kaya go na lang…

Perfecto Junjun III Bragais:
The reason is simple: despite the denial, the agency had already been paid. Hence, the DOT can already “appropriate” the concept.

manolo:
Obviously, #FrascoFiasco ain’t getting proper marketing/advertising advise from her overpaid staff whose expertise may only be limited to selling rosquillos & galletas

Bluenun531:
Only because she doesn’t know the ins and outs of the advertising industry though she thinks she does. I bet you this is her first time to come across this kind of a project that entails creative ownership

Bahay, M.D.:
Inexperienced and incompetent. Kaya ganyan mag isip. She should have a mentor.

Prinsipeng Okray:
Yes, dahil nga DOT ang may gawa at ang DDB is just to flow the budget from DBM to DDB to pocket

Donphy (Panetix):
dalawa lang nman talaga yan…either nagtatanga tangahan lang or talanga lang talaga?

Northern Shade:
More will be revealed soon, i think. Anyone who has any experience in marketing knows there is an approval process. Either somebody screwed up or one is not allowed to say their actions.

Kots:
Yes sir they are hiding something.
Tapos the video was already our at wala pa daw bayad?
Hello are we fooling ourselves here…

Charlie Puthaena:
Thats what happens when you put Politicians, specially from a Dynastic line, instead of Industry Expert or a Career Official. Madali lant nila nkuha ung position kya ayan, sabaw si kaayu.

MadM:
Sinungaling na nga hindi pa magaling mag communicate! Boba na magnanakaw pa!

ForeverMyBaby:
Obvz na may kababalaghang nangyayari at nagsisinungaling si #FrascoFiasco. #ChristinaFrascoResign!

Malena:
Baka kunwari lng hndi binayaran to save face. Pero bayad ang DDB at baka mas malaki pa para mag-apologize at tumahimik na lang….