DAVAO CITY (PIA) – The new brand for the city will be launched as Davao holds its 1st Davao Summerfest that will kick off on April 29.

City Tourism Officer Jason Magnaye said the city government here is still in the process of weighing the cost and benefits of carrying out this city brand.

“The money necessary to mount an excellent promotion is about P50 million, however, the city doesn’t have that so we might as well work on modules not to waste money,” Magnaye said.

As soon as the new brand is unveiled during the Summerfest opening, the city has also set the first phase for the brand promotion until December this year wherein money will be poured out for advertisements and press releases.

The official said the city needs an all-out promotion outside Davao to lure more tourists to visit the city.

City tourism officials are also making sure that the branding is consistent with the masterplan of the city government.

The city tourism has also sat with the Department of Tourism regional office to synchronize efforts so as not to duplicate events and services.

This city is a sprawling metropolis located in the Southeastern part of Mindanao.