Cebu Pacific’s efforts to promote the Philippines beyond its destinations have once again earned industry recognition, with the airline securing some of the highest distinctions at the 2026 Asia Pacific Tambuli Awards.
The country’s leading carrier was honored with Marketing Team of the Year and a coveted Grand Prix Award, recognizing campaigns that successfully combined business impact with cultural and social value.
The airline’s marketing team received the Marketing Team of the Year award for its widely acclaimed “Fly to Your Happy Philippines” initiative, while its cultural advocacy campaign “Flight Patterns” captured the Grand Prix in the Builders of Society – Arts, Culture, and Heritage category, alongside a Silver Award under Builders of Society – Tambuli Origins.
The Asia Pacific Tambuli Awards, organized by the University of Asia and the Pacific, celebrates organizations and individuals that demonstrate how marketing can be a force for positive change while delivering strong business results.
“Since the beginning, Cebu Pacific’s vision has always been to help build a stronger Philippines by connecting communities, celebrating cultures, and creating opportunities through travel,” said Candice Iyog, Cebu Pacific Chief Marketing and Customer Experience Officer.
She added that the recognition serves as motivation for the airline to continue creating programs that generate meaningful impact for travelers, communities, and industry partners.
Taking the Philippine Story Global
At the heart of Cebu Pacific’s success was the “Fly to Your Happy Philippines” campaign, which showcased the country through the lens of happiness, adventure, and authentic cultural experiences.
The campaign reached audiences worldwide through a series of large-scale international activations. Among its most notable milestones was Cebu Pacific becoming the first Philippine company to stage a spectacular lights-and-sound showcase on Dubai’s iconic Burj Khalifa, inviting global travelers to discover the Philippines.
The airline also mounted destination-driven experiences in Sydney, Tokyo, Seoul, and Singapore, bringing Filipino culture and hospitality directly to international audiences.
Behind the campaign was an extensive collaboration involving tourism stakeholders, government partners, creative agencies, media groups, and digital creators. The effort helped strengthen awareness of the Philippines across Cebu Pacific’s growing international network.
Preserving Heritage Through Innovation
While promoting tourism abroad, Cebu Pacific also turned attention toward preserving Filipino traditions at home through “Flight Patterns.”
The campaign transformed airports, billboards, and travel spaces into interactive cultural exhibits using QR technology that allowed travelers to explore the stories behind some of the country’s most treasured weaving traditions.
Featured were the Binakol of Ilocos Norte, Ramit of Occidental Mindoro, Hablon of Iloilo, Patadyong of Antique, and Tennun of Basilan—textile traditions that reflect the rich diversity of Filipino craftsmanship.
By connecting travelers to the communities behind these weaves, the campaign highlighted the importance of preserving indigenous artistry while encouraging greater appreciation for local culture.
The initiative was developed in partnership with the Department of Tourism and the Department of Science and Technology–Philippine Textile Research Institute.
A Growing Legacy of Purpose-Driven Marketing
The latest recognition reinforces Cebu Pacific’s position as one of the country’s most innovative brands, demonstrating how marketing can serve as a platform for cultural preservation, tourism development, and community engagement.
It also builds on the airline’s strong track record at the Tambuli Awards. In 2024, Candice Iyog was named Chief Marketing Officer of the Year for her leadership in shaping campaigns that balance commercial success with meaningful social impact.
As Cebu Pacific continues to connect people and destinations, its latest wins show that the most powerful journeys are not just about where travelers go—but also about the stories, cultures, and communities they help bring to the world.