Ledesma, Henssy Jean M.

Resolution: "Resolved: That the new Philippine slogan by the Department of Tourism

should be changed." (Negative)

Warm Greetings! Ladies and gentlemen, ma’am Atillo, and honorable opponents, Good

afternoon! As the second speaker for the negative side, I strongly oppose the resolution,

which states: "That the new Philippine slogan by the Department of Tourism should be

changed." Today, I stand before you to shed light on the latest tourism campaign of the

Philippines, "Love the Philippines." I firmly believe that this campaign holds tremendous

potential to showcase the diverse beauty and culture of our nation, captivating the hearts

of both local and international travelers. I firmly believe that changing the new slogan is

not in the best interest of society, and I will now elaborate on two key points to support our

stance.

Firstly, The new Philippine slogan by the Department of Tourism should not be changed

because changing a slogan involves significant costs and resources. Rebranding is a

complex and resource-intensive process. It involves market research, creative

development, advertising, and communication campaigns, all of which require

considerable financial investment and time. According to CNN Philippines on June 29,

2023, The Department of Tourism has allocated ₱49 million to develop this campaign,

which covers various essential aspects such as the creation of the logo, extensive global,

regional, and local studies, and other essential components.

Secondly, The new Philippine slogan by the Department of Tourism should not be

changed because it sends a powerful message that resonates with both domestic and

international audiences. The word "love" was deliberately chosen as the central theme for

the slogan, as it resonates deeply with people both within the Philippines and across the

globe. "The campaign Love the Philippines is not a mere branding campaign but rather a

call to action to every Filipino citizen to remember the beauty of our country, to honor our

past, and to look forward to the future armed with the virtues and  values of being a

Filipino," Tourism Secretary Christina Frasco said during the launch of the DOT’s 50th

anniversary celebration at the Manila Hotel last June 27, 2023. "Love the Philippines" is

more than just a catchy phrase; it embodies a profound affection for our country,

encouraging Filipinos to take pride in their nation and everything it has to offer. The heart

of "Love the Philippines" lies in its inclusivity, as it strives to showcase the myriad facets of

our nation's rich tourism offerings.

Changing the new slogan is irrelevant and impractical. "Laging may kakambal na gastos

ang pagbabago ng slogan, and it would entail a huge amount of US dollars to start and

sustain a new campaign, Sa dami ng mga kailangang nating unahin at i-prioritize na

pagkagastusan, we don’t have sufficient funds to finance a re-brand.” as Sen. Nancy

Binay explained in an interview. Even Sen. Francis "Chiz" Escudero said on interview last

June 28, 2023, that the new campaign "Love the Philippines" is worth giving a chance. He

Stated that quote, “If it ain’t broke, why fix it?” He is willing to give it a chance; why can’t

we? It has not yet proven to be a failure, so why should we change it? According to Fe

Abling-Yu, the president of the Philippine Tour Operators' Association (Philtoa), in a radio

interview, there were no travelers or tourist groups who canceled or backed out of their

planned trips to the Philippines regarding the new slogan. The funds and efforts required

for rebranding could be better utilized in other areas of the tourism industry, such as
infrastructure development, improving tourist destinations, and enhancing tourism

services that directly affect the tourists’ experience, as emphasized by Senator Nancy

Binay, Senator Grace Poe, Senator Chiz Escudero and House Deputy Speaker Ralph

Recto in their interviews.

In conclusion, the "Love the Philippines" tourism campaign by the Department of Tourism

should not be changed. As the second speaker on the negative side, I have presented

two compelling points to support this stance. Firstly, rebranding involves substantial costs

and resources. The current campaign has already received a significant financial

investment, and diverting funds towards a new slogan would be impractical and

unnecessary. Secondly, the slogan "Love the Philippines" sends a powerful and inclusive

message that resonates with both domestic and international audiences. It encourages

Filipinos to take pride in their country and its diverse beauty while also inviting visitors

from around the world to appreciate and explore all that the Philippines has to offer.

Moreover, the campaign has not shown any signs of failure, as there has been no

significant decline in tourist numbers despite the ongoing discussion about the slogan.

Instead of focusing on changing the slogan, efforts and funds should be channeled into

other critical areas of the tourism industry, such as infrastructure development and

improving tourist destinations and services. In light of these reasons, we firmly believe that

the "Love the Philippines" campaign is worth giving a chance to thrive and make a positive

impact on Philippine tourism. Let us embrace the power of love for our country and its

culture and continue supporting this campaign to showcase the beauty of the Philippines

to the world. Thank you.

I’am now ready and open for cross examination.

References (in APA format):

DOT: ₱49M spent for slogan, other components of ‘Love the Philippines’ campaign. (n.d.).

Cnn. http://www.cnnphilippines.com/news/2023/6/29/DOT-budget-for-Love-the-

Philippines-campaign.html

Mangaluz, J. (2023, June 30). ‘Love the Philippines’ is country’s new tourism slogan —

DOT | Inquirer News. INQUIRER.net. https://newsinfo.inquirer.net/1793993/love-the-

philippines-is-countrys-new-tourism-slogan-dot

Binay OK with new PH tourism slogan but raises concern on funding for latest campaign .

(n.d.). Manila Bulletin. https://mb.com.ph/2023/6/28/binay-ok-with-new-ph-tourism-slogan-

but-raises-concern-on-funding-for-latest-campaign

Give ‘Love the Philippines’ a chance: Chiz tells critics of new tourism slogan . (n.d.).

Manila Bulletin. https://mb.com.ph/2023/6/27/give-love-the-philippines-a-chance-chiz-tells-

critics-of-new-tourism-slogan

Recto gives gov’t a reality check as DOT rolls out new PH slogan. (n.d.). Manila Bulletin.

https://mb.com.ph/2023/6/28/recto-gives-gov-t-a-reality-check-as-dot-rolls-out-new-ph-

slogan

Santos, T. G. (2023, July 10). ‘Tourism slogan row has no impact on travelers’ | Inquirer

News. INQUIRER.net. https://newsinfo.inquirer.net/1799415/tourism-slogan-row-has-no-

impact-on-travelers
 Ledesma, Henssy Jean M.

Resolution: "Resolved: That the new Philippine slogan by the Department of Tourism
should be changed." (Negative)
 
Warm Greetings! Ladies and gentlemen, ma’am Atillo, and honorable opponents, Good
afternoon! As the second speaker for the negative side, I strongly oppose the resolution,
which states: "That the new Philippine slogan by the Department of Tourism should be
changed." Today, I stand before you to shed light on the latest tourism campaign of the
Philippines, "Love the Philippines." I firmly believe that this campaign holds tremendous
potential to showcase the diverse beauty and culture of our nation, captivating the hearts
of both local and international travelers. I firmly believe that changing the new slogan is
not in the best interest of society, and I will now elaborate on two key points to support our
stance.
 
Firstly, The new Philippine slogan by the Department of Tourism should not be changed
because changing a slogan involves significant costs and resources. Rebranding is a
complex and resource-intensive process. It involves market research, creative
development, advertising, and communication campaigns, all of which require
considerable financial investment and time. According to CNN Philippines on June 29,
2023, The Department of Tourism has allocated ₱49 million to develop this campaign,
which covers various essential aspects such as the creation of the logo, extensive global,
regional, and local studies, and other essential components.

Secondly, The new Philippine slogan by the Department of Tourism should not be
changed because it sends a powerful message that resonates with both domestic and
international audiences. The word "love" was deliberately chosen as the central theme for
the slogan, as it resonates deeply with people both within the Philippines and across the
globe. "The campaign Love the Philippines is not a mere branding campaign but rather a
call to action to every Filipino citizen to remember the beauty of our country, to honor our
past, and to look forward to the future armed with the virtues and  values of being a
Filipino," Tourism Secretary Christina Frasco said during the launch of the DOT’s 50th
anniversary celebration at the Manila Hotel last June 27, 2023. "Love the Philippines" is
more than just a catchy phrase; it embodies a profound affection for our country,
encouraging Filipinos to take pride in their nation and everything it has to offer. The heart
of "Love the Philippines" lies in its inclusivity, as it strives to showcase the myriad facets of
our nation's rich tourism offerings.
 
Changing the new slogan is irrelevant and impractical. "Laging may kakambal na gastos
ang pagbabago ng slogan, and it would entail a huge amount of US dollars to start and
sustain a new campaign, Sa dami ng mga kailangang nating unahin at i-prioritize na
pagkagastusan, we don’t have sufficient funds to finance a re-brand.” as Sen. Nancy
Binay explained in an interview. Even Sen. Francis "Chiz" Escudero said on interview last
June 28, 2023, that the new campaign "Love the Philippines" is worth giving a chance. He
Stated that quote, “If it ain’t broke, why fix it?” He is willing to give it a chance; why can’t
we? It has not yet proven to be a failure, so why should we change it? According to Fe
Abling-Yu, the president of the Philippine Tour Operators' Association (Philtoa), in a radio
interview, there were no travelers or tourist groups who canceled or backed out of their
planned trips to the Philippines regarding the new slogan. The funds and efforts required
for rebranding could be better utilized in other areas of the tourism industry, such as
infrastructure development, improving tourist destinations, and enhancing tourism
services that directly affect the tourists’ experience, as emphasized by Senator Nancy
Binay, Senator Grace Poe, Senator Chiz Escudero and House Deputy Speaker Ralph
Recto in their interviews.
 
In conclusion, the "Love the Philippines" tourism campaign by the Department of Tourism
should not be changed. As the second speaker on the negative side, I have presented
two compelling points to support this stance. Firstly, rebranding involves substantial costs
and resources. The current campaign has already received a significant financial
investment, and diverting funds towards a new slogan would be impractical and
unnecessary. Secondly, the slogan "Love the Philippines" sends a powerful and inclusive
message that resonates with both domestic and international audiences. It encourages
Filipinos to take pride in their country and its diverse beauty while also inviting visitors
from around the world to appreciate and explore all that the Philippines has to offer.
Moreover, the campaign has not shown any signs of failure, as there has been no
significant decline in tourist numbers despite the ongoing discussion about the slogan.
Instead of focusing on changing the slogan, efforts and funds should be channeled into
other critical areas of the tourism industry, such as infrastructure development and
improving tourist destinations and services. In light of these reasons, we firmly believe that
the "Love the Philippines" campaign is worth giving a chance to thrive and make a positive
impact on Philippine tourism. Let us embrace the power of love for our country and its
culture and continue supporting this campaign to showcase the beauty of the Philippines
to the world. Thank you.

I’am now ready and open for cross examination.

References (in APA format):

DOT: ₱49M spent for slogan, other components of ‘Love the Philippines’ campaign. (n.d.).
Cnn. http://www.cnnphilippines.com/news/2023/6/29/DOT-budget-for-Love-the-
Philippines-campaign.html

Mangaluz, J. (2023, June 30). ‘Love the Philippines’ is country’s new tourism slogan —
DOT | Inquirer News. INQUIRER.net. https://newsinfo.inquirer.net/1793993/love-the-
philippines-is-countrys-new-tourism-slogan-dot

Binay OK with new PH tourism slogan but raises concern on funding for latest campaign .
(n.d.). Manila Bulletin. https://mb.com.ph/2023/6/28/binay-ok-with-new-ph-tourism-slogan-
but-raises-concern-on-funding-for-latest-campaign

Give ‘Love the Philippines’ a chance: Chiz tells critics of new tourism slogan . (n.d.).
Manila Bulletin. https://mb.com.ph/2023/6/27/give-love-the-philippines-a-chance-chiz-tells-
critics-of-new-tourism-slogan

Recto gives gov’t a reality check as DOT rolls out new PH slogan. (n.d.). Manila Bulletin.
https://mb.com.ph/2023/6/28/recto-gives-gov-t-a-reality-check-as-dot-rolls-out-new-ph-
slogan

Santos, T. G. (2023, July 10). ‘Tourism slogan row has no impact on travelers’ | Inquirer
News. INQUIRER.net. https://newsinfo.inquirer.net/1799415/tourism-slogan-row-has-no-
impact-on-travelers
Questions

DO YOU SUPPORT YOURSELF? OR ARE YOU A WORKING STUENT?

IF YES, SO YOU MANAGE YOUR OWN BUDGET OR YOUR MONEY?

SO YOU ARE AWARE HOW EXPENSIVE THIGS ARE NOW A DAYS?

IF YES, THEN WHY IS THE SLOGAN ANY DIFFERENT?

CHANGING THE SLOGAN WOULD MEAN TO SPEND MILLION AGAIN RIGHT?

INSTEAD, DON’T YOU AGREE THAT DEPARTMENT OF TOURISM SHOULD SPEND
THE MONEY ON OTHER AREAS OF TOURISM INDUSTRY?

1. How do you propose to address the concerns raised by the negative side regarding the
significant costs and resources involved in changing the slogan? Do you have a plan to
manage the financial aspect of rebranding effectively?

2. How do you intend to create a new slogan that can match or surpass the impact and
resonance of the current one?

3. The current campaign has not shown any signs of failure, as there has been no
significant decline in tourist numbers. Can you provide evidence or data that supports the
need for changing the slogan despite the current campaign's apparent success?

4. Considering the financial implications of rebranding, how do you plan to justify the
allocation of additional funds for changing the slogan, especially when there are other
pressing needs in the tourism industry that could benefit from those resources?

6. Can you elaborate on how you envision the new slogan appealing to both domestic and
international audiences? How will it represent the diverse beauty and culture of the
Philippines, as the current campaign does?

7. There have been no reports of travelers or tourist groups canceling or backing out of
their planned trips due to the new slogan. How do you address this point and show that a
new slogan is necessary despite the absence of negative impacts on tourism numbers?

10. The negative side argued that funds and efforts for rebranding could be better utilized
in other areas of the tourism industry. Can you present a compelling argument for why
changing the slogan would be a better use of resources compared to other pressing
needs in the tourism sector?