TOURISM BRANDING | ‘We Give the World our Best’ is not a tourism branding

TOURISM BRANDING | ‘We Give the World our Best’ is not a tourism branding – Frasco

May 11, 2023 , 09:30 PM

By Clarist Zablan

(May 11, 2023) – The Department of Tourism (DOT) on Thursday said the Philippines has not really come up with a new marketing campaign for the country after some senators called out the “We Give the World our Best” branding.

Tourism Secretary Christina Frasco said the “We Give the World our Best” was introduced by the Office of the Presidential Advisor on Creative Communications (OPACC) to highlight the efforts of Filipino nurses.

“The DOT will subsequently come out with a tourism brand for the Philippines aligned with the country brand, and enhancing the present tagline,” Frasco said in the department’s lunch reception for tourism frontliners.

The “We Give the World our Best” branding was first seen earlier this week on a double-decker bus in London, showing Filipino-British nurse May Parsons as the person who administered the world’s first coronavirus disease (COVID-19) vaccine.

Senator Nancy Binay, who is also the chairwoman of the tourism panel in the Upper House, questioned the new ad campaign, which she described as “too vague” in its messaging and appeared to “commodify” Filipinos.

Health workers’ have raised concerns on the “brain drain” in the Philippines’ medical sector, blaming the exodus of Filipino doctors, nurses and other healthcare professionals to meager salaries and poor labor conditions in local hospitals. This has forced many medical frontliners to seek greener pastures abroad.

“Nakaka-bother lang when you see the ad, it seems that we are offering the world our nurses – which is a bit off kasi nauubusan na nga tayo rito ng mga health worker,” Binay said in a statement on Wednesday. “We don’t want to commodify our people, and we don’t want to be tagged as a labor-exporting country.”

The senator asked the DOT to reconsider the branding and opt to continue the “more fun in the Philippines” campaign instead. But Frasco said the branding was not DOT’s initiative.

Frasco defended OPACC’s branding, which she described as a “statement of fact” that reflects the country has “no intention of putting out nothing less than the best.”

“Is it not true that our Filipino workers all over the world have shown nothing less than a devotion to duty, commitment to responsibility, a willingness to go the extra mile, to serve with love and compassion? We are Filipinos. We give the world our best,” she said.

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