Once in a while, we at The Adobo Chronicles get dead serious. This is one of those times…

An Open Letter to Christina Garcia-Frasco

We understand how difficult or even impossible it is to pull back on a multi-million tourism campaign that has already been formally launched.

Missteps were committed not just on the part of the ad agency but the Department of Tourism as well.

It is unfortunate that the well-meaning campaign has become the object of jokes and memes among Filipinos. The international media has taken notice and the coverage of this fiasco has tainted the campaign.

We believe that the best way to move on is for DOT to stop defending itself and passing the blame on the ad agency.

A simple tweak will do the trick!

Why not use the old tourism slogan “It’s More Fun in the Philippines” as a tagline to the primary slogan, “Love The Philippines?”

Filipinos are known to be a very resilient people, and we suppose that includes the people at DOT.

We stumbled. Let’s get up and move on.

May we offer a mock-up of what the campaign can look like?

… and no public funds were used to come up with this suggested promo poster.

Yours truly,

The Adobo Chronicles