The Department of Tourism’s Special Bids and Awards Committee (SBAC) announced this morning the seven (7) top bidders who successfully met the strict criteria for the formulation of a Philippine country brand. A total of 26 companies heeded the government’s call for the submission of brand design bids to the DOT SBAC.
Philippine Tourism Branding
The eligible bidders will be given two months to prepare their campaigns for pitching to the DOT’s SBAC. After the selection of a final winning agency, that agency has two months to finalize its work and to deliver the final package composed of a branding manual, audiovisual presentation, and print and TV ad designs before end-November.
The Country Brand is scheduled to be launched locally before year-end and introduced internationally at the ASEAN Tourism Forum in Manado, Indonesia during the Philippine Night set for January 13, 2012.
A second phase to execute the designs and concepts for television advertising and for the printing and production of visual materials will be held later in the year after final designs are selected. The Advisory Council, comprised by the private sector, shall likewise assist the Department of Tourism in formulating a comprehensive media plan to execute the Philippine brand campaign in a sustainable manner.
The Country Brand will include a creative communication strategy which will include a multi-media campaign which will include print, television , outdoor advertising, new media (the internet and social media), and events.
The Country Brand’s initial application will be in Tourism, where the winning agency will be tasked to stimulate greater demand for international and domestic tourism, generate more awareness about destinations, and synergize all advertising, communication, and branding initiatives with the overall Philippine tourism strategy. This initial application will serve as the platform for the overall country brand, with succeeding applications for the brand expected in the area of investments, services, and trade.
Secretary Alberto Lim also emphasized the government’s objective of commissioning a Country Brand which can be used by all national government agencies and local government units for their promotional and messaging work so that we project a single strong message and theme for the Philippines internationally and domestically.
The preparation of the Country Brand’s Terms of Reference was done in consultation with an advisory group composed of the private sector organized by the National Competitiveness Council, Department of Tourism, Department of Finance, and Department of Trade and Industry’s CITEM unit.