DOT declares failure of bidding, re-opens country branding campaign pitch

THE PHILIPPINES, OCTOBER 2, 2011: The Department of Tourism (DOT) has announced a new bidding process for its country branding campaign following the declaration of a failure in the previous bidding. BBDO Guerrero, the only agency that was qualified under the original process, agreed to waive any formal reconsideration after discussion with DOT Sec. Ramon Jimenez Jr.

 

A DOT spokesperson noted that “the failure in the bidding process is no reflection on the ability of BBDO Guerrero to meet the previous TOR and the responsibilities of the campaign and we certainly look forward to welcoming them to the new process.”

 

David Guerrero, chairman and chief creative of BBDO Guerrero, said, “We are one with the Department of Tourism in expressing the desire for having more than one agency to present its ideas for the country’s branding campaign in what should be a highly competitive process. Indeed, this is about getting the best result for the nation’s advertising and so we are only too happy to fit in with the Secretary’s plans.”

 

With Sec. Jimenez at the reins, the DOT has revised its concept of the campaign and the Terms of Reference (TOR). The tender, announced on September 30 and released on October 1, is open to advertising and design firms with at least seven years of experience in the field.

 

The campaign is expected to align all local initiatives.The P5.6-M account covers both domestic and international tourism, but may be applied to investments, services and trade. Bidders are expected to develop a country brand architecture, central selling idea, communications strategy, and creative materials for tri-media, outdoor, digital and promo/activation within a two-month period. Concepts including the logo and theme line will be subjected to market testing.