PH to launch winning tourism campaign this year

Tourism Secretary Ramon Jimenez said he’s focused on turning Philippine tourism around, leaving it up to government lawyers to answer Senator Panfilo Lacson's question on whether his takeover of the department yesterday is legal.
 
Lacson yesterday said Jimenez’s assumption of office may not be legal because he hasn’t been confirmed yet. Jimenez said President Benigno Aquino appointed him "acting" secretary, which may not need confirmation.

The 35-year-old advertising agency executive and owner said while the Philippines' tourism budget is miniscule compared to others, Filipinos have the talent to do more with less.

"Malaysia spills more money than we actually have to spend," Jimenez said in an ABS-CBN News Channel interview. "The total promotions budget of the Philippines is smaller that what Malaysia has to spend on Hong Kong."

Still, he said the Philippines will have a successful campaign. Seven of the country’s top advertising companies are pitching for the account, he said. He wouldn’t disclose his or their ideas, saying he didn’t want to tip off the competition, i.e., neighboring countries.

"Somewhere in Thailand and Vietnam and Malaysia some people are very worried about what we’re about to do. They know we haven’t got the budget, can you figure out why (they’d be worried)? The answer can only be, the Filipinos have always beaten them with less. Always."

"My most successful campaigns have been with small budget clients," said Jimenez, who has created campaigns for Cebu Pacific, Jollibee, San Miguel and other companies. He and wife and partner Abby also helped turn around Aquino’s campaign after his wide lead in surveys narrowed to a statistical dead heat with Senator Manuel Villar.

Many people blame the small budget and the low quality and number of airports, roads and other infrastructure for the Philippines’ being a tourism laggard. Tourism arrivals are a fraction of what they are in Indonesia, Thailand and Malaysia.

Source - abs-cbnnews