p. 46-55 pal anniv fa.pdf

8/15/2019 P. 46-55 PAL ANNIV FA.pdf

1/1046 MABUHAY MAGAZINE | APRIL 2016

75 YEARS OF PHILIPPINE AIRLINES

A Voice

to BeReckonedwith

Previously published inPhilippineDaily Inquirer dated March 20, 2016.

By THERESA S. SAMANIEGO

P AL LAUNCHES ITSBRAND EQUITYCAMPAIGN, "Te Heart of theFilipino," with a new song sangby three of the country's topmusic icons.

Nothing compares to the Heart

of the Filipino. It is one that isgenerous, resilient, gracious, and fullof warmth. One that is brimmingwith a certain gusto for life, andone that continues to dene the

very core of the country’s nationalag carrier. Philippine Airlines,in its more than seven decades ofoperations, has remained steadfastin pursuing that premium brandof service, aimed at satisfying theneeds and fancies of its passengers.And, as it celebrates its 75 years inthe airline industry, PAL is again

set to make history with the launchof its new advertising campaigndubbed “Te Heart of the Filipino.”

Tree new V commercials areset to showcase PAL’s latest songentitled, “Te Heart of the Filipino,”which was sung by three of the

country’s top voices—Bamboo,Sarah Geronimo, and Lea Salonga.Trough this distinct branding,the airline company has stood forgenuine Filipino hospitality, thebeauty of the Philippine islands, aswell as the Filipinos’ perseveringspirit and happy disposition.

“As you journey through life inthe years to come, we commit tobringing the best of the Philippinesand the best of the Filipino to you—the friendliness of our people and

“Babangon sabawat pagkakataon,ngingiti anumanang panahon”


2/10 47 WWW.PHILIPPINEAIRLINES.COM

Te Heart of the Filipino

our waterproof spirit, the beauty of ourislands, the splendor of our sunsets,the wonderful variety of our deliciouscuisines, the richness of our history andculture, and the fun in our everyday

life. Philippine Airlines has excelledand succeeded because we have theHeart of the Filipino that always shinesthrough,” said PAL Vice President forMarketing Ria Carrion-Domingo.

As PAL expands its routes bothdomestically and internationally, morepeople all over the world will discoverthe warmth that shines through fromthe Heart of the Filipino.

PAL’s new branding was created incollaboration with their advertising

agency, the multi-awarded Ogilvy &Mather Philippines.

Te rst V ad showcases service thatcomes from a heart like no other—the

Heart of the Filipino—with the intentionof instilling national pride for PAL beinga full-service international airline. Tesecond V ad features the beauty of thePhilippines. Te third V ad highlightssome of the world’s best cities where PALcurrently ies to.

Both destination ads create the desireto travel, to discover the Philippines,and to see the world, and to do so instyle and in comfort, with the servicethat comes from the Heart of theFilipino. n

Nothingcomparesto theHeartof theFilipino.

VerseBuong mundo ma'y mapuntahanMay hindi mapapalitanIisa ang pinanggalinganPuso ng Perlas ng Silangan

Pre Chorus

Walang katulad na pag-alagaWalang katulad na pag-arugaTaos-pusong malasakitWalang inaasahang kapalit

ChorusPuso, PilipinasMay gandang walang kupasPusong PilipinoNagniningning sa gilasThe Heart of the Filipino shining throughPhilippine Airlines shining through

The Heart, the Heart of the Filipino shining through

Woohh-ohhh-ohhh

BridgeBabangon sa bawat pagkakataonNgingiti anuman ang panahonLilipad para abutin ang lahatPusong walang pagod tumanggapMagbigay, mangarapWoohh-ohhh-ohhh

ChorusPuso, PilipinasMay gandang walang kupas

Pusong PilipinoNagniningning sa gilasThe Heart of the Filipino shining throughPhilippine Airlines shining through

Puso Pilipinas!

Puso, PilipinasMay gandang walang kupas(Puso, Pilipinas)Pusong Pilipino(Wooh-ohh-wooh)Nagniningning sa gilasThe Heart of the Filipino shining through

(Shining Through)Philippine Airlines shining through

The Heart, the Heart of the Filipinoshining through(Philippine Airlines shining through)Woohh-ohhh-ohhhThe Heart, the Heart of the Filipinoshining throughWoohh-ohhh-ohhh

OutroThe Heart, the Heart of the FilipinoThe Heart, the Heart of the FilipinoThe Heart, the Heart of the Filipino (Fade out)

Performed by Lea Salonga,Sarah Geronimo, and Bamboo

Stills from the "Heart of the Filipino" music video shot in some of the destinations PALies to: Lea in the bustling Big Apple - New York City, Sarah in the white beaches ofBoracay, and Bamboo in the busy Shibuya crossing in Tokyo.



Could you share with us your mostmemorable ights onboard PAL?

Lea Salonga: Te most memorableight for me was the very rst one. (Younever forget your rst.) It was a PALight from Manila to Honolulu in 1981.I had never been on a plane before, soclimbing the stairs from the tarmac tothe aircraft, nding my seat, and hearingthe roar of the engine at take off was allso exciting.

Sarah Geronimo: It’s when I rst rodean airplane, I’m not sure if I went toCebu or Davao, but it was a domesticight, and also the rst time we went tothe United States.

Bamboo: It’s the bridge home. Once

you step onboard, just the warm smilesand hellos from all our kababayans

(countrymen) on the ight. You know you’re just a hop, skip, and a 12-houright away if you’re coming back fromSan Francisco, California, like me.

How has PAL given you the chance toshare your talents overseas?

LS: Just the fact that PAL ies to justabout every city I perform in makes meso happy. I spend plenty of time in LosAngeles and New York. When PALannounced that they would be ying toNew York I was ecstatic. And that theyy to London is also fantastic.

SG: It excites me every time we yoverseas for a concert tour especiallyif it’s with PAL. We’re always takencare of, and you’re with your fellowFilipinos. Te essence of being a Filipino

entertainer is when you represent thecountry with each performance.

B: Te best thing with PAL these days isall the direct ights. It just makes yingto whatever gig I got a lot easier to adjustto whatever time difference I have tobattle with—performing with jet lag istough.

You guys have worked together ina music show, but you have distinctstyles, with Bamboo having a rockmusic background, Sarah Geronimo with pop, and Lea Salonga havingperformed on Broadway. Was it abit challenging to mesh all theseexperiences and talents together?

LS: Surprisingly, it was very easy tomesh our styles, despite how disparate

they seem to be. We can all sing pop androck music, and the Broadway stuff ismore contemporary than anything. It allworks out.

SG: We have a great workingrelationship, it’s always fun andchallenging at the same time. Bambooand Ms. Lea are music icons of ourcountry and yet there’s always mutualrespect for each other.

B: I think all three of us carry theexperience to adjust to each other. Sothat same chemistry that works onthose big red chairs ( Te Voice of the

Philippines ) works on a record as well.

What are you most proud of aboutthe Philippines?

LS: Our hospitality, the warmth ofour people, our big hearts, and ourresilience.

SG: Aside from being proud of howbeautiful our country is, it’s our valuesthat make me even prouder to be aFilipino. Our positive attitude andcourage through adversities and ourstrong faith in God.

B: I can’t say it enough—it’s our people.

What does “Te Heart of theFilipino” mean to you?

LS: It's a generous heart, forgiving to afault, and hospitable.

SG: A heart that always perseveres,helps, and loves God.

B: It’s our resilient spirit. It’s our pulse,our happy hearts that beat as one.

Do you think PAL embodies theHeart of the Filipino? If yes, in what way?

LS: Oh yes it most certainly does. Iinstantly feel so welcomed the moment Iget on the plane. So many smiles!

SG: Denitely. PAL has always beensincere in giving true service to itsfellow Filipino and foreign customersworldwide.

B: o us Filipinos, there’s no other airlinebut Philippine Airlines. It’s options 1, 2,3, and 4.

What is your message to PAL on its

75th Anniversary?

LS: For the hospitality, generosity ofspirit, and the best landings of anycarrier on earth, thank you! HappyAnniversary!!!

SG: I am grateful and honored to be partof the PAL family. Congratulations forcelebrating your 75th anniversary as onesolid family. And thank you for stayingtrue and committed to giving yourcustomers the best service.

B: I just want to congratulate PAL for its75 years, so Happy Birthday to us. Everyplane needs an engine and a beatingheart. hanks to all the hard workingpeople that keep us safe, comfortable,and happy—from the pilots, flightattendants, down to the ground crew. n

TeCountry's

Best Voices

Capturethe Heartof the

Filipino Three Pinoy music icons sangtheir hearts out in PAL’s new

song, the aptly titled “The Heartof the Filipino.” Lea Salonga,Sarah Geronimo, and Bamboo

talk about their collaborationand how PAL has helped themshare their talents worldwide.

By NICOLO PASCUAL

“For the hospitality,generosity ofspirit, and the bestlandings of anycarrier on earth,thank you! HappyAnniversary!!!”


-Lea Salonga



A oast

to 75 years of Philippine Airlines

A feat as big deserves not one, butthree nights of mirthful cheer, sincere

appreciation, and generous merriment.

EMPLOYEE GALAKicking off the festivities is the Employee Gala,

held at the SMX Convention Center, Mall of Asia,Pasay City. As PAL’s way of giving back to its loyal

employees, the night was lled with delightfulprizes, striking performances, and heartfelt words.

Photos by Paolo Buendia

1. Led by PAL Chairman & CEO Lucio Tan and his better half, Carmen Tan, PAL officials enjoy the sweet fruits of their labor as they toast toanother successful event—and a job well done. 2. Everyone was on their feet when Bamboo, Lea Salonga, and Sarah Geronimo performedPAL’s theme song live. 3. “You [employees] are PAL’s most important asset. PAL’s future belongs to you.” PAL Chairman and CEO Lucio Tanchallenged his people to make PAL a ve-star airline within ve years. “Show me we can do it again. On this anniversary, let us renew ourcommitment to serve our passengers well.” 4. Vice President for Marketing Ria Carrion-Domingo unveils PAL's Brand Equity campaign "TheHeart of the Filipino." 5. PAL President & COO Jaime J. Bautista warmly welcomes employees to PAL's 75th Anniversary celebration. 6. A fewminutes away from 7:50 p.m. (Philippine Standard Time), AVP for Strategic Marketing and Communications Ceres Joyce de Jesus announcedthe media roadblock that was about to commence globally. 7. Senior Vice President for Commercial Group David Lim talks about the newdestinations where PAL will y to starting this year.


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EXTERNAL GALAAt the Grand Ballroom of the SolaireResort and Casino, a full-house crowdof industry leaders, diplomatic corp

members, and the media celebrated withthe national ag carrier during its 75thAnniversary.

1. Members of the PAL Board ofDirectors leading the toast. Shownfrom left are Johnip Cua, Greg Yu,Heinrich Khoo, Joseph Chua, LucioTan Jr., PAL Chairman and CEO LucioTan, Carmen Tan, Jaime Bautista,Estelito Mendoza, Michael Tan, JohnTan, and Antonino Alindogan Jr.

2. From left, Karlu Tan-Say, JeanFrancois Laval (Airbus - EVP for

Asia), Fabrice Espinosa (Airbus -Sales Director), and PAL Chairmanand CEO Lucio Tan. 3. Canadian

Ambassador to the Philippines HENeil Reeder and Irene Reeder with

PAL Chairman and CEO Lucio Tan. 4. VP for Marketing Ria Carrion-Domingo, Michael Tan of PAL Board

of Directors, Cynthia Almario, andIvy Almario 5. DFA UndersecretaryLaura Q. Del Rosario and UK

Ambassador to the Philippines HEAsif Anwar Ahmad. Photos courtesy

of Philippine Airlines. 6. Lucky

gala attendees were awarded withMabuhay Miles during the evening'sraffle. 7 . Standing from left to rightare former PAL President CarlosDominguez, former PAL PresidentPepeton Garcia, PAL Presidentand COO Jaime Bautista, and PALDirector Joseph Chua; while seatedfrom left to right are PAL DirectorCarmen Tan, PAL Chairman Lucio C.Tan, and former PAL President SonnyBelmonte. Photos by Paolo Buendia.

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PAL conducted an international press conference, followed by a dinnergala, on March 17 at the SLS Hotel in Beverly Hills, California, to officiallyannounce its new inter-domestic and international ights to and from thehistoric city of Cebu. wo nights prior, the launch of the Cebu-Los Angelesight was successfully held at the Mactan Cebu International Airport.

Te Cebu-Los Angeles ight leaves Cebu every uesday, Tursday, andSaturday evening to arrive in Los Angeles early evening while the LosAngeles-Cebu ight leaves Los Angeles every uesday, Tursday andSaturday evening to arrive in Cebu early morning two days after, due totime difference. n

1. Celebrating the brand new CEB-LAX-CEB service by way of a ceremonial toastare (from left to right): PAL VP - Sales Ryan Uy, Honorary Philippine Consul-Generalto San Diego Audie de Castro, PAL SVP - Airline Operations Ismael Augusto Gozon,Tourism Director Junjun Apo - Jorda, PAL SVP - Commercial Group David Lim, PHConsul General to LA Leo Herrera Lim, PAL President & COO Jaime J. Bautista, DFALegal Officer Atty. Sittie Aisa Azisaida Tawagon, Civil Aeronautics Board ExecutiveDirector Carmelo Arcilla, PAL SVP - Corporate Planning Angelito Alvarez, PAL VP- Marketing Ria Domingo, PAL SAVP - International Sales Eric Tan, PAL CountryManager (America) Marila Revilla, and Tourism Assistant Secretary Rolando Canizal.2. “Divine Diva” Zsa Zsa Padilla brought a welcomed blast from the past when shesang songs from the 1970s. 3. PAL officials with Cebu media. 4. PAL officials withManila media and Bishop Oscar Solis of Archdiocese of LA.

Gala Dinner for New LA-Cebu Flights

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BLOGGERS NIGHTA refreshing end to the week was theBloggers Night, held at Revel at TePalace, Bonifacio Global City, aguig.

Photos by Paolo Buendia

1. Hosting the show were TV host RobiDomingo and PAL Brand Managerfor International Destinations LitsOng-Cuevas. 2. Unveiling PAL's newBrand Equity Campaign "The Heart ofthe Filipino" was Strategic MarketingConsultant Jessica Abaya. 3. VicePresident for Revenue ManagementDina May Flores introduces PAL'sTVCs featuring its domestic andinternational destinations. 4. Musicalicon Bamboo wows the crowd withhis own rock rendition of the song"The Heart of the Filipino.” 5. & 6. TVPersonality and Eventologist Tim Yapand Menswear Blogger David Guisonspotted at the event. 7. Nothingbeats great food and company as

the bloggers enjoy the rest of thenight. 8. Exciting raffle prizes include2 roundtrip tickets each to Saipan,Guam, Singapore, Japan, Londonand a destination anywhere in thePhilippines!

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A S PART OF ITS 75THANNIVERSARYcelebration, Philippine Airlinesdidn't just unveil its new BrandEquity campaign, it also gaveerminal 2, also known asCentennial erminal, a facelift,to showcase the unique brand ofservice that comes from the Heartof the Filipino. PAL has recently launched anAirport ransformation Programto better serve its customersying to and from various placesaround the globe.

Premium-looking counters insilver and gold will welcomethe passengers upon check-in.Signage is also visible to betterguide alighting and departingpassengers—locals andforeigners alike.

Self Check-in kiosks are alsomade available and have beenupdated. Armed with warmsmiles, attendants are alwaysready to assist and cater toeveryone’s needs. Passengers can also lookforward to the renovations thatwill happen in PAL's MabuhayLounges all over thecountry. n

PHILIPPINE AIRLINES

OPENED A KEY addition toits ight routes to the UnitedStates, with the non-stop Cebuto Los Angeles journeys thatcommenced last March 15, theday the ag carrier marked its75th founding anniversary. Te thrice-weekly ight isanother gateway to the UnitedStates through PAL, which alsotravels between Manila andLos Angeles, San Francisco,New York, Honolulu, and theAmerican territory Guam.

Tis development allowsCebuanos and fellow Visayans tohave a travel portal much closerto home, with the convenienceof not having to travel to Manila

to hop on the next ight toCalifornia, which has the largestFilipino population in all 50 states.Inaugural ceremonies were heldat the Radisson Hotel in CebuCity, attended by PAL executives,Department of ourism regionaldirector Rowena Montecillo andMandaue City Administrator Atty.James Abadi.

ogether with Cebu-LAX (LosAngeles International Airport)and all of PAL’s current routes,passengers will experience an

upgraded ight informationsystem in place for smootherpassenger waynding.

Meanwhile, PAL alsoannounced that it will begin yingto vacation destination Saipan onJune 15, 2016. Te tropical islandand U.S. territory is the secondlargest island of the Marianasgroup of islands, next to Guam.Te twice-weekly, four-hourights from Manila to Saipan willoperate on code sharing with PALExpress.

"Saipan is home to thousandsof Filipinos. Opening this newroute will provide our kababayans (countrymen) that much neededlink to their homeland. On top ofthat, business and leisure travelers

from Saipan now have theopportunity to experience PAL'sbrand of service that is uniquelyFilipino," said PAL President andChief Operating Offic er Jaime J.Bautista. Sun-kissed Saipan is anisland paradise in the NorthernMarianas boasting clear bluewaters and reef-lined beaches thatare perfect for snorkeling, diving,and other water sports. n

NAIA erminal 2Undergoes a Facelift

PAL LaunchesCebu-Los AngelesFlights, Saipan Next

Pushcarts were donated toNAIA. Upgraded standeesare equipped with magneticslide-ins for easy changes.Counters for economy classare marked silver, whilecounters for business classare marked gold. A signalso marks the carousel forpriority luggage. Photos by

Mariah Nerona



10/10

Leave Out theHassle in ravel

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Fly with PAL and explore 1 the pristine island of Saipan, 2 the bustlingstreets of Shibuya, and 3 the enchanting waters of Tablas, all hassle-free.

Y OUR VACATIONDOES NOT START when you've landed in yourdestination. It begins when

you rst dream of visiting asight and booking your ight.Planning for that dream

vacation, though, isn't alwaysas easy as one would hope for. Whether you’re out oftown for a vacation ora business trip, the lastthing you need to worryabout is an unorganizeditinerary and less-than-idealaccommodation. So let

Philippine Airlines take careof those for you.

Introducing Swingaround , your one-stop shop forall your travel-relatedconcerns: from ights, hotel

accommodation, transfers,and tours. Selecting andbuilding your package canbe done online through

your smartphone, tablet,or personal computer.Automated real-timecomputation of prices andbooking conrmation areas breezy as your PAL ightexperience.

Swingaround can bring youto over 60 amazing local andinternational destinations.Planning getaways hasnever been this convenient

with the help of PAL’shassle-free and time-savingpackages. Visit swingaround.

philippineairlines com . n

p. 46-55 pal anniv fa.pdf

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