Philippines to establish brand by year-end
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Newly appointed Tourism Secretary, Ramon Jimenez, has promised to establish the Philippines first destination brand before the year-end. The Tourism Ministry is currently considering various proposals from different marketing and advertising agencies and is set to reveal details within the next couple of months.
“The marketing environment indicates that we have to make very serious, definite modifications in our marketing communications approach. As much as I would like to keep what has already been done, it is not relevant with the competition that we have,” Jimenez told ABS-CBN News. He also noted that the international playing field in becoming increasingly crowded countries like Mongolia are now beginning to compete.
As a tourism destination, the Philippines has not yet managed to come up with a convincing brand, though it came close last year under former minister Alberto Lim. His campaign “Pilipinas Kay Ganda” was scrapped, however, due to heavy criticism. Jimenez said that a key element of any branding campaign is to inspire Filipinos to sell their own country, especially with so many expatriate living abroad.
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