BBDO Guerrero Ortega was given the go-ahead by the country's Department of Tourism after a pitch against McCann Erickson, Euro RSCG, Dentsu and two local agencies. The media task is expected to be assigned to OMD, which pitched alongside BBDO.
Government officials want an umbrella positioning that will attract tourists and investors. This would mean the end of the tourism campaign "Wow Philippines - more than the usual" created by BBDO in 2001.
The country's tourist numbers lag behind Malaysia, Thailand and Singapore, while businesses have been deterred by trade barriers and corruption.