Heart of the Filipino

PHILIPPINE AIRLINES

Philippine Airlines (PAL) is Asia's oldest airline and the nation's flag carrier. Renowned for its extensive route network and quality staff service, PAL have been awarded a 4-Star rating by Skytrax.

 

BRIEF

Celebrating the success of their non-stop daily route between London and Manila, PAL reached out to us to increase brand awareness and reputation further afield in Manchester and the surrounding cities. They tasked us with holding a B2B event specifically targeting large TMCs who make bookings for clients flying out from London to their key corporate destinations - Manila, Hong Kong and Sydney.

CHALLENGE

PAL needed to change their historical perception as an unreliable airline that operates old aircraft to one that now reflects their 4-star status and premium product and service offerings. With several other competitors also flying to destinations on its network, PAL needed to establish themselves as a world-class operator and a firm agents' choice.

SOLUTION

We turned Manchester Art Gallery into an exotic celebration of all things Filipino, serving up traditional cocktails and street food prepared by local treasure: chef, Mama Z. Presentations followed from the Philippine Department of Tourism, PAL and airline partner Marco Polo hotels and guests were then treated to gallery tours before an electric performance from Filipino legend, Gaga Lord. The final event of the night saw the eagerly-awaited business card drop tombola which gifted one lucky guest with a pair of return tickets from London - Manila.

Results

We reasserted PAL as the true 'Heart of the Filipino': authentic, cheerful and culturally enriching, to firmly place them on the radar of travel agents for future clients.

50

Attendees from over 50 Corporate and Leisure Travel Agencies.

92%

of guests stayed until the event finished.

Coverage in various local press and travel websites.

Increased awareness of both brand and destination.