PHILIPPINES – JULY 1, 2011 – Following last year’s much discussed Pilipinas, Kay Ganda slogan, which the Department of Tourism spent millions of pesos to launch, the DOT is ready to give country branding another shot. Through its Special Bids and Awards Committee (SBAC), the DOT invites advertising and design agencies operating no less than seven years to bid for the two-month contract for the campaign worth over P13 million.
According the brief the campaign should show “the competitive advantage of the Philippines as an intenational and domestic tourist destination”.
Eligibility documents will be issued until July 4, with submission deadline on July 8. The seven shortlisted agencies named on July 15 are expected to present their campaigns on September 15.
With the campaign up for grabs, will agencies take up the challenge? And will they be willing to put their heads together for the cause? Jowee Alviar, one of the prime movers of Team Manila Design Studio, has expressed interest to work on the art direction for the project with the bidding agency. Whoever wins the pitch will have to face the scrutiny not only of the entire industry but wow the country and its potential visitors as well.
