Campaigns & Grey was called by DOT for advice on a new branding exercise. There was hesitation on our end as we were familiar with the complex bidding process, and we were still owed by the past administration for services rendered. Our love for country prevailed.
From the beginning, it was clear that the actual campaign would be bidded out and that our work was merely to establish preliminary strategic directions. But suddenly, there was a pressing need for exploratory concepts to be shown in some travel industry events. Again, we warned the client that we were taking too many shortcuts. But it was agreed that there will be a proper market research where multiple concepts will be thoroughly tested among the target market i.e. North America, Korea, Japan, China etc. Through this whole episode, we did not have a contract nor did we receive a single centavo.
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Based on available market data, ‘Pilipinas Kay Ganda!’ was developed as one of 5 concepts for testing among the target segments. The intention of this particular concept was to come up with a novel line that visitors would find memorable, similar to Hawaii’s ‘Aloha’ or even the Japanese ‘Irasshaimase!’ and help regain the Filipino pride in the long run.