How much money did the Aquino Administration through it Department of Tourism SPEND for the launching of the "Pilipinas kay ganda" slogan/rebranding?
I have no idea how much has already been spent for someone to come up with "Pilipinas kay ganda" as a tourism slogan for the Philippines, but according to one report:
TTG Daily News
Philippines gets new brand
Ollie Quiniquini, Singapore (2010-11-16)
The Department of Tourism will initially invest US$7 million to roll out the brand internationally, said undersecretary Vicente Romano. TV commercials on international cable channels will kick off the brand's international debut in February. Around US$2 million of the promotional budget will be spent on new media campaigns.
So, the DoT was preparing to spend US $ 7 million on TV commercials and some US $ 2 Million on new media campaigns.
Someone on twitter said that US $ 9 million promoting "Pilipinas, kay ganda!" is a small amount to spend if the country's tourism earns billions of pesos in tourism revenue.
However, that is supposing that "Pilipinas, kay ganda!" as a rebranding theme will really draw tourists to the country.
Supposing that all the critics against the re-branding theme or slogan are all wrong and it doesn't actually DE-MARKET the Philippines to foreign tourists, the government better have an improved way of tracking the response to the re-branding campaign.