BBDO Guerrero bags DOT account for tourism slogan

According to the DOT, BBDO Guerrero will be tasked with “creating an idea that will shape all forms of communication for the country’s domestic and international tourism promotions.” Photo shows sunset on Boracay Island, one of the Philippines’ top tourist destinations. PHOTO BY DON LEJANO/INQUIRER.net

The Department of Tourism (DOT) has selected a multiawarded advertising agency to craft the Philippines’ new tourism slogan.

The Makati City-based BBDO Guerrero Proximity Philippines was named the “agency of record” for the DOT, making the winning pitch and bid for the country’s tourism branding campaign.

According to the DOT, the firm will be tasked with “creating an idea that will shape all forms of communication for the country’s domestic and international tourism promotions.”

In a statement posted on its website, David Guerrero, BBDO Guerrero chairman and chief creative officer, said the company accepts the challenge of the tourism-branding campaign.

“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,” he said.

BBDO won over seven other advertising agencies such as Aspac Advertising Inc., DDB Philippines Inc., Dentsu Philippines Inc, J. Romero & Associates Inc., WPP/J. Walter Thompson, Lowe Inc., and YOUng & Rubicam Philippines Inc.

The DOT said BBDO Guerrero’s concept was already in the works and the “first iterations” of the new campaign would emerge within the first half of 2012.

The bidding for the branding campaign project covered only the crafting of the slogan and marketing concept; the DOT will remain in charge of implementing the campaign through audio-visual and print ads.