MANILA—Communications Secretary Martin Andanar on Saturday said the government wants to create a branding campaign to boost the country's identity.
Andanar said President Rodrigo Duterte gave him the go-signal during the last Cabinet meeting to launch the project.
"Iyong national branding kasi, iyong halimbawa iyong Australia, mayroon silang 'Australia Unlimited.' Mayroon tayo sa Africa, 'It’s Time for Africa.' Mayroon kasi tayong mga advertising sa Pilipinas na tourism centered, OK? Mayroon ding advertising na country centered," Andanar told state-run Radyo Pilipinas dzRB.
"All encompassing: kasama iyong investment, kasama iyong tourism, kasama iyong education, kasama iyong culture, lahat. So ang national branding ng Pilipinas will center for the entire nation and it is the first time that the country will be branded."
Andanar said his office will work with the Department of Tourism and other government agencies on the campaign.
"So, kami ni Secretary Wanda (Teo), we would help each other. We can work together to craft the national-branding according to the branding of Department of Tourism of the Department of Finance at iba pang mga departamento," he said.
"Once we come up with one name, halimbawa sa Pilipinas, halimbawa 'Philippines is rising,' then it will be the brand for everyone, for the country, it will be the brand of the president . . . Pero kailangan nito ay magtrabaho iyong buong Cabinet, iyong lahat ng departments para walang maiwan."