DOT forms slogan team

MANILA, Philippines - Having junked the “Pilipinas kay Ganda” tourism campaign, the Department of Tourism (DOT) has formed a committee to select a new catchphrase.                                                         

In a statement, DOT said the committee would include experts from the tourism sector.

“The committee will shortlist brands suggested by the public and the final list would be subjected to market tests and group discussions prior to selection of the final brand,” the DOT said.

The tourism department has admitted it erred when it rushed the concept to the market.

“Past brand conceptualization efforts took many months to develop. We were impatient and wanted to jumpstart our program. That was a mistake,” it said. “A majority of the stakeholders and general public do not support this concept.” The Tourism Congress said the use of the slogan was not consulted with them.

“We are at a loss on why this (Congress) has never been tapped by the current DOT leadership. There is widespread perception among the private sector that Secretary (Alberto) Lim is unwilling to work with the Tourism Congress despite the clear mandate by the Tourism Act of 2009,” said Tourism Congress president Alma Jimenez.

The congress was created under the Tourism Act of 2009 as a consultative body in the private sector that will assist the government in the development of policies and programs.

She said Lim has not even given feedback on the proposed Tourism Agenda. The consultative body submitted the paper more than four months ago.

“We only want to help. This is our industry. We must focus on the tourism agenda and set aside petty differences that impede its progress,” Jimenez said. “Diversity of opinion can be irksome for the leadership but it is a necessary ingredient to a successful partnership between the public and private sectors towards the implementation of policies and programs.” On Friday, the Tourism Congress will have a general assembly, during which a Special Action Committee would be formed to discuss effective branding.

“The general assembly of the Tourism Congress on Nov. 26, 2010 will be the country’s biggest gathering of industry stakeholders to discuss policy issues affecting the tourism industry,” said Jimenez.