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Reigning 'Agency of the Year' chosen to develop PHL tourism campaign


The Department of Tourism (DOT) has selected the advertising agency that will make the new and highly-anticipated tourism branding campaign of the country. In a statement released Tuesday, the DOT announced that it has chosen BBDO Guerrero | Proximity Philippines over seven other firms as the "Agency of Record" after it made the winning pitch for the country's new tourism branding campaign.  BBDO Guerrero was selected over seven other prominent ad agencies, including Aspac, DDB, Dentsu, J.Romero, JWT, Lowe and Y&R.  The DOT said Tourism Sec. Ramon Jimenez, Jr. personally oversaw the pitch review. Last September, the DOT held a second bidding process after only one advertising agency, also BBDO Guerrero, qualified for the pitch review. “In their campaign, BBDO Guerrero was able to capture and encapsulate this complex problem into a motivating and exciting campaign. They were the last of the eight agencies presenting. And they were the exclamation point at the end of a long sentence," he said. The DOT said that BBDO Guerrero will be tasked to create "an idea that will shape all forms of communication for the country's domestic and international tourism promotions." The department said that the firm's concept is already "underway" and that the first "iterations" of the new campaign will come out in the first half of 2012.  But it noted that the campaign will cover all major media, with special emphasis on digital communications like social media. “Our competition is global. And our responsibility is very local. There could be no better cause or more exciting prospect than communicating one of the world’s most enjoyable travel experiences. We - and our worldwide network – are looking forward to making this a truly memorable and effective campaign that will benefit all of us who live here," said David Guerrero, chairman and chief creative officer of BBDO Guerrero, in the same statement. “It’s been a pretty good 12 months for us, winning Agency of the Year locally – and Network of the Year globally – but this is the best Christmas present we could have hoped to receive," he added. BBDO won the 4As Philippine Agency of the Year award two years in a row; the Campaign Brief Asia Philippines Agency of the Year award four years in a row; the UPMG Print Agency of the Year award; the most highly awarded Digital Agency in the Country two years in a row; and Regional Creative Agency of the Year in 2008. Its clients include P & G, Johnson & Johnson, Mitsubishi, FedEx, Pizza Hut, and Bayan Wireless. According to the DOT, foreign arrivals from January to October reached 3.1 million, which is an 11.96 percent increase over the same period last year.   It likewise said that all months posted double-digit growth rates except for March and May.   “We are optimistic to reach our 3.7 million target considering that November and December are historical peak periods.   We are excited launching the new brand early next year which we believe, will stimulate great interest and conversion.  Our hopes are high to reach an unprecedented 4.1 million visitor arrival target.  More than the numbers, we hope that we draw in longer-staying tourists who will spend more and stimulate brisker business,” said Jimenez. The DOT chief noted, however, that Filipinos also need to do their share in promoting the Philippines. “Every Filipino is a tourism stakeholder.  If we expect tourism to work for us, each must do his part.  We can start by sharing our pride of place and create a buzz through social media or through other ways you can,” he said. —  Kimberly Tan/ELR, GMA News

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