YOU really don’t need to brand something unique or distinct.

One needs only to put it on display – prominently, that is.

A good welcome mat, a gracious usher service, and attractive viewing room should do the trick.

Now, “maximize” this basic concept of an art exhibit into the national effort to promote the country as a tourism destination.

We are sure “foot traffic” into the national showroom would exponentially increase.

The thought comes to mind as the government is set yet again to “brand” the country in the global tourism market.  

Yes, the Department of Tourism said it was putting finishing touches on a new campaign brand for the country to replace the very popular “Wow Philippines.”

Tourism Assistant Secretary Benito Bengzon said they expect to complete the deliberation and selection of the new country brand by December.

“The Special Bids and Awards Committee is still deliberating on the list of those that participated in the bidding, but Secretary Ramon Jimenez promised that we will have a new brand before the end of the year and we expect that to happen,” Bengzon was quoted by a broadsheet saying .

He said at least eight advertising companies are vying for the P13-million project for a new campaign brand.

Last September, the DoT opted to hold a second bidding process after only one advertising company qualified.

It decided to rethink the concept of the campaign as well as the terms of reference of the project with the assumption to office of Jimenez.

Former Tourism secretary Alberto Lim initiated the drafting of the new country brand and started the first bidding process for the project.

The DoT initially launched the controversial Pilipinas Kay Ganda but eventually shelved the campaign when it drew flak from the public for allegedly being amateurish and plagiarized.           

Jimenez said they hope to come out with a different country brand to lure more foreign tourists to visit the Philippines.

Meanwhile, Manila Rep. Amado Bagatsing said the country could exceed its six-million tourist arrival target “if we put our act together and work in harmony.”

In a privilege speech, Bagatsing said the success of tourism “is not just the work of the government but of the whole nation.”

“Isn’t it ironic that the Philippines, having the most competitive advantages among other Asian countries, is at the bottom of tourist arrivals in Southeast Asia?” he asked.

This despite the fact that the country boasts of boxing icon Manny Pacquiao, Broadway star Lea Salonga and international singing sensation Charice, he said.

The Manila lawmaker lamented that the government and the nation as a whole have failed to exploit the country’s “competitive advantages” in tourism.

These advantages are its English-speaking population, rich natural resources, diverse culture, and low cost of living, he said.

The lawmaker urged the government to take definite steps to protect foreign tourists from any kind of harassment or criminal activity once they arrive at the airport up to the time they leave.

“Authorities in areas frequented by tourists should closely monitor the situation as unpleasant encounters by foreign tourists with criminals and con men could translate into fewer tourist arrivals and thus less tourist receipts in the future,” he said.

Bagatsing noted that the tiny city-state of Singapore had 11.6 million tourist arrivals in 2010 while Indonesia, a predominantly Muslim country, had seven million and Thailand had 15.8 million.