The recent mishap with the Department of Tourism (DOT) could have been avoided if the agency had shown more humility and built upon the success of the previous campaign. Alternatively, they could have taken a more practical approach by opening the pitch to a wider audience, including students and freelancers. This would have fostered collaboration and promoted the spirit of bayanihan.
A jury composed of tourism stakeholders should have been tasked with choosing the top three integrated marketing communications plans. The DOT should have allocated a budget for these finalists to cover the cost of sample creative productions. The TV commercials of the final three campaigns could then have been tested through focus group discussions with the target audience, along with input from neutral advertising and digital marketing experts.
This strategy would not only generate more ideas, but also engage the public in the process of enticing foreign visitors and balikbayans to experience our beautiful sites, culture, food, and hospitality. It would have been a more inclusive and cost-effective approach that could have generated hype even before the campaign’s official launch.
It is worth noting that I have come across video productions by foreign vloggers that showcase their love for the Philippines. These videos, which have been created with smaller budgets and without the involvement of big agencies paid by taxpayers, have proven to be better than the high-budget productions favored by the DOT.
– Ed Dames, Chair and CEO of DTC Promos, Inc.
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