The Department of Tourism (DOT) ended its contract with advertising firm McCann Worldgroup Philippines because the latter’s tourism commercial for the agency was allegedly copied from the tourism ad of South Africa.
The DOT made the decision after being accused of plagiarizing the tourism ad of South Africa. It also demanded an apology from McCann.
“In the midst of this controversy, the DOT expects a public apology from McCann 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 on June 15.
The DOT added that it is ending the tourism slogan “Experience the Philippines,” and wishes to return to the previous “It’s more fun in the Philippines.”
Meanwhile, McCann Worldgroup released a statement on June 16, denying the allegations of plagiarism. The agency said the Philippine tourism ad release on June 12 may have similarities with South Africa’s commercial, but it did not intend to copy others’ work.
“While we regret the decision of the DOT to discontinue our partnership, we continue to believe that it is in the best interest of all parties to discuss a sensible resolution to the matter,” McCann said in a statement.
The DOT is bidding out the production of a new tourism advertising material.
Credits: Department of Tourism
