The Department of Tourism (DOT) is planning to call a pitch within the year for a new creative consultant tasked with the global promotion of Philippine travel destinations.
Domingo Ramon Enerio III, chief operating officer of the Tourism Promotions Board (TPB), shared with Marketing that their partnership with BBDO Guerrero, the incumbent on the business, has already ended.
He explained that their partnership with the Omnicom-owned agency only spanned for a year and currently doesn’t have a formal relationship with the TPB concerning creative duties.
Enerio said they are planning to schedule an open pitch for the business by the third quarter of 2013.
“It will be an open pitch. We want to do it in the third quarter so we can have a creative consultant for whatever we do in 2014 up to 2016.”
BBDO Guerrero is responsible for the highly successful “It’s more fun in the Philippines” tourism campaign, best known for thousands of user-generated posters featuring the slogan spread in social media and the internet.
Starting with just 3 posters, the campaign sparked 64,000 versions to date, according to Daniel Corpuz, undersecretary of the DOT.
Marketing understands that the incumbent will also compete for the spot. Leading past successful campaigns for the DOT, Enerio said that BBDO Guerrero will not rest on its laurels.
“I guess BBDO will have an edge because they started it but we want to open it up for other agencies that could have better ideas and additional inputs to make it even more effective.”
Enerio declined to share the value of the business but it could easily clear the million mark, based on their proposed budget for this year.
In August, the DOT is requesting a P 2.63 billion budget for 2013 as it shifts into its second phase of the tourism campaign.
In September, Marketing reported that Dentsu Philippines won the DOT’s media planning and placement business after a four -way pitch that began in August.