THE PHILIPPINES, SEPTEMBER 21, 2012 – Dentsu Philippines has been appointed the Department of Tourism’s (DoT) agency for media planning, following a three-way pitch between PHD, Dentsu and Club Media.
Moving on to its second phase, the DoT’s ‘It’s More Fun in the Philippines’ brand campaign has been granted Php 2.6 billion (US$ 62.67 million) for its 2013 marketing budget, a 91% year-on-year increase.
According to Tourism Planning & Promotions assistant secretary Domingo Ramon Enerio III, this is because there has been an increase in the area of international marketing and promotions. “For the last quarter of this year, we’ve been able to plan a major international campaign…with TV commercials, brochures and websites.”
The second phase will also see the campaign move to the digital sphere. “In our research and surveys, we’ve found that ‘digital’ is a very crucial element in foreigners’ decision-making process,” Enerio added. (Source: TTG Asia)
adobo has previously reported that Aegis’ Media Force Vizeum dropped out of the race due to a technicality. However, since Dentsu is also in the process of completing the global purchase of Aegis and its five brands, an interesting scenario could find Aegis collaborating on the account.
