DOT invites design and ad firms to bid for brand new tourism campaign for PH

( The Department of Tourism has invited communications, design, and advertising firms to bid for a new brand campaign that will boost the country's tourism, reports ABS-CBN News. The announcement came after last year's controversial "Pilipinas, Kay Ganda" slogan, which was eventually scrapped due to public criticism and plagiarism issues.

"Our objective is to commission 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," said Tourism Secretary Alberto Lim in a statement.

According to the ABS-CBN report, the brand must show how the country is the best destination for tourism, investments, services, and trade. It will also be a multi-media campaign, using print, television, outdoor advertising, new media, and events.

The invitation to bid on the campaign was released on June 27 and a shortlist of the seven eligible bidders will be announced on July 14. The finalists will be given two months to prepare for their respective campaigns before presenting them on September 15 in front of DOT's special bids and awards committee, and representatives from the private sector.

The selected agency will again have two months to finalize the campaign, which will be launched to the public by the end of the year. The new brand will be introduced internationally at the ASEAN Tourism Forum in Manado, Indonesia, in January next year.

For more on this story, log on to ABS-CBN News.

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