Philippine Department of Tourism calls for pitch to redeem national brand

The 'Pilipinas Kay Ganda' (Philippines What a Beauty) campaign created by Campaigns and Grey was pulled down in November last year after criticism that the slogan in the local language did not resonate with foreign tourists, allegations that the logo was plagiarised from Poland's National Tourist office, and that the new website's URL, www.beautifulpilipinas.com, was too similar to that of a pornographic site.

The previous eight years saw the Department of Tourism use the 'Wow Philippines' tagline, created by agency BBDO Guerrero.

The two-month contract for the campaign is worth over US$301,000 (Php13 million). Pitching agencies are asked to provide the original campaign ideas. The DoT has stated that it is looking for well-established advertising and design agencies that have operated for no less than seven years. 

The brief provided by the department sets the guidelines that agencies should show the competitive advantage of the Philippines as an international and domestic tourist destination. However, a department spokesperson added that the brand campaign will reflect the Philippines as whole, not just as a tourism destination but also for investments.

Agencies have until 8 July to submit their eligibility documents, and the roster is expected to be trimmed down to a shortlist of seven agencies by 15 July. They will then present their proposals on 15 September, with the winner rolling out the campaign by December.