‘Love the Philippines’ tourism campaign costs P49 million — DOT chief

Rosette Adel - Philstar.com
�Love the Philippines� tourism campaign costs P49 million � DOT chief
This June 27, 2023 photo shows Tourism Christina Frasco during a press conference.
Philstar.com / Rosette Adel

MANILA, Philippines (Updated June 30, 2023; 10:09 a.m.) — The much-talked-about “Love the Philippines” tourism campaign unveiled by the Department of Tourism last Tuesday is worth P49 million.

This was revealed by Tourism Secretary Christina Frasco in a televised interview with CNN Philippines’ “The Source” on Thursday.

“The process of procurement was done and initiated and the total cost of the entire study coming up with a logo and everything and the components of this branding campaign total to P49 million,” Frasco said.

Last Tuesday, Frasco told Philstar.com that it was DDB Philippines that secured the procurement process.

“There is no price that you can put to one's love of country. That being said, there was a bidding process that was conducted at which the winning bidder was DDB,” she said.

DDB created the “Love the Philippines” tourism campaign that replaced the eleven-year-old slogan “It’s More Fun in the Philippines,” adopted during the term of late Tourism Secretary Ramon Jimenez Jr.

According to Bids Notice Abstract published in February, DDB Philippines Inc. and IPG Mediabrands Philippines Inc. were the agencies shortlisted as bidders.

The DOT said it was a “competitive bidding.”

According to the terms of reference published in February, the winning bidder, an experienced agency, must "help design, execute, and implement the DOT's Philippine Tourism Branding campaign." This will run for six months. 

"This campaign will include a creative communications plan that will reflect the updated Philippine Tourism brand," it also said.

The Bid Notice Abstract also indicated that the approved budget for the contract amounts to P50 million. 

Asked how much budget the DOT need to promote Philippine tourism next year, Frasco said they have already given their proposal to the Department of Budget and Management.

“As far next year is concerned, we're hopeful for support as far as rolling out that campaign here and abroad,” Frasco said.

“We are eagerly awaiting the release of the national expenditure plan and looking forward to sending the same before the House of Representatives,” she added.

The tourism chief said that it is right to invest in Philippine tourism given its benefits to the economy.

“According to our numbers for every peso we have spent on tourism, there is a multitude that comes back as a return on investment. That is really quite evident in the P1.87 trillion contribution of Philippine tourism to the economy,” Frasco said.

“Not to mention the indirect benefit of tourism to everyone else that is part of the tourism value chain including our small and medium enterprises. So, it's just right to invest in Philippine tourism because it gives so much benefit to our economy,” she concluded.

Halfway through 2023, the DOT has already recorded 2.67 million international tourist arrivals as of June 29. Of these, 2.44 million are foreigners.

The tourism agency is targeting a baseline of 4.8 million inbound tourists this year.

(Editor's Note: An earlier version of this story indicated that the approved budget for the contract is set at P250 million with the conference in June. This has been updated to reflect the corrections.)

vuukle comment



  • Latest
  • Trending
Are you sure you want to log out?

Philstar.com is one of the most vibrant, opinionated, discerning communities of readers on cyberspace. With your meaningful insights, help shape the stories that can shape the country. Sign up now!

Get Updated:

Signup for the News Round now

or sign in with