PCOO bats for effective ‘national branding’ to promote PH

FILE: PCOO Secretary Martin Andanar (PNA Photo)

MANILA — The Presidential Communications Operations Office (PCOO) has started working with all government departments to come up with an efficient and all-encompassing national branding to promote the Philippines globally, not only as a tourist destination, but as an education, culture and investment hub.

“The national branding of the Philippines will serve as center for the entire nation and it is the time that the country will be branded,” PCOO Secretary Martin Andanar said in Radyo Pilipinas interview on Saturday.

Andanar said the proposed national branding got approval from President Rodrigo Duterte when it was presented during the last Cabinet meeting.

He explained that the new campaign to promote the Philippines abroad is different from the “It’s More Fun in the Philippines” campaign of the Department of Tourism (DOT).

“Meaning this (proposed national branding) will not only promote tourism but we will promote our investment, education, our people and everything that we have here in the Philippines,” Andanar said in a separate interview with dzBB.

Andanar said all state departments will be part of the big project to come up with a national branding similar to Australia’s “Australia Unlimited” and Africa’s “It’s Time for Africa.”

“This is good for our country if it will be pushed through. It is all encompassing because all departments are members, part of this national branding project,” he said.

Andanar said he is now working closely with Tourism Secretary Wanda Teo to come up with an effective national branding material.

“This is the kind of brand that will promote the Philippines. But we have to work hard to achieve this,” he said.

He said the government intends to maximize the use of media outlets under the PCOO to promote the proposed national branding campaign.