New Phl brand out before Christmas

MANILA, Philippines - The search is finally over for the Department of Tourism (DOT).

Tourism Secretary Ramon Jimenez has announced that the government has selected and would make public the new country brand in the next few days.

“We have chosen one and we will just be submitting tomorrow the proposed country brand to President Aquino for approval,” Jimenez told reporters Thursday night.

Jimenez said the newly selected campaign is simple, but they expect it to create a lasting impression that could encourage more tourists to visit and generate more employment in the country.

The tourism chief also expressed confidence that the President would approve their proposal and the DOT could make it public before Christmas Day.

Tourism Assistant Secretary Benito Bengzon said the DOT Special Bids and Awards Committee made the selection from among the proposals submitted by advertising companies that participated in the bidding.

Bengzon noted that eight advertising companies competed in the P13-million project for a new campaign brand to replace the very popular “Wow Philippines.”

Last September, the DOT opted to hold a second bidding process after only one advertising company qualified.

According to the DOT, the department decided to rethink the concept of the campaign as well as the terms of reference of the project with the assumption to office of the new tourism secretary.

Former DOT secretary Alberto Lim initiated the drafting of the new country brand and started the first bidding process for the project.

The DOT spent millions in launching the controversial “Pilipinas Kay Ganda” campaign, which was eventually shelved when it drew flak for allegedly being amateurish and plagiarized.