BBDO Guerrero wins Philippine tourism branding campaign

By Coco Alcuaz, ANC

Posted at Dec 20 2011 06:04 PM | Updated as of Dec 21 2011 02:04 AM

MANILA, Philippines - BBDO Guerrero has won the contract for the Philippines' tourism branding campaign, besting 7 other marketing and advertising companies, but the company and the government will delay the launch as the country deals with the effects of Tropical Storm Sendong.

"Theme reveal will have to wait for a more opportune time in early January,'' Tourism Secretary Ramon Jimenez said in a mobile phone text message, citing the deaths and devastation wrought by Sendong in Northern Mindanao and parts of the Visayas.

The contract covers all media at home and abroad, including social media.

BBDO Guerrero already won the contract earlier this year, but agreed to a cancellation, allowing Jimenez to revise the terms of reference.

Prior to its first appointment, then Tourism Secretary Alberto Lim unveiled the "Pilipinas Kay Ganda'' slogan and logo, which was dropped after it drew heavy criticism. Lim, a former executive director of Makati Business Club and president of the owner of the El Nido resort in Palawan, resigned in August.

Jimenez, who headed several marketing and advertising companies in 3 decades in the industry, was appointed in September, vowing to unveil a new campaign by year end.