Humility, wider consultation needed to avoid DOT fiasco

I believe that the new Department of Tourism (DOT) fiasco could have been avoided if the people in charge of this important agency practice a modicum of humility and just build on the previous campaign that obviously worked.

Or if they really want to change it with something better, take a more practical approach by opening the pitch to everyone, including students and freelancers. Participants can collaborate (e.g., mass com students can form a team with business and fine arts students. The students can get credit for participating as part of their practicum). The competition will also promote the bayanihan spirit.

Then a jury composed of tourism stakeholders can choose the final three best integrated marketing communications plan (DOT has to provide a budget for the finalists to cover the cost of sample creative productions). The TV commercials of the final three best campaigns can then be subjected to a focus group discussion with the target audience as part of the respondents, along with neutral advertising and digital marketing experts.

This strategy should generate more ideas and also a great way to involve our citizens in the process of enticing foreign visitors and balikbayans to come and enjoy our beautiful sites, culture, food, and experience our famed hospitality. It will surely be cheaper, more inclusive, and the process can already be part of the prelaunch hype.

By the way, I’ve seen some video executions by foreign vloggers about why they love the Philippines that is way better than the big-budget productions by big agencies favored by the DOT but always paid by our hard-earned taxes.

Ed Dames, chair and CEO, DTC Promos, Inc.