Cebu Pacific’s award-winning streak continued at the PANAta Awards, held on July 19, 2019, at the Marquis Events Place in Taguig. The annual awards are conferred by the Philippine Association of National Advertisers (PANA). At the event’s opening remarks, Chito Maniago, PANA President, best explained what the awards are all about. “We are looking for brands that share the responsibility for building a society that’s better for all of us,” he said. “Campaigns that fulfill their brand promise, putting the focus back to the customers and to things that matter to all of us. Advocacies that change perceptions and break barriers by promoting centered inclusivity, fighting to resolve diversity, for making us feel good about ourselves.” PANAta is a play on the Filipino word for vow or promise.
From a record-high field of 130 entries, Cebu Pacific bagged three major honors. It took two gold awards in the Excellence in Brand CSR (Corporate Social Responsibility) and Excellence in Customer Empowerment categories, both for the “Juan Effect” CSR campaign. Launched in 2018, “Juan Effect” has already won several awards—including Bronze for Care for the Environment and Responsible Citizenship categories at the 2019 Asia-Pacific Tambuli Awards and Best CSR Communications category at the PR Awards 2019 in Singapore.
With the two gold PANAta Awards, Cebu Pacific adds to its recent haul of accolades.
For the PANAta Awards’ Excellence in Brand Positioning category, the CEB Travel Awards took bronze. The campaign used data gathered from passengers’ bookings to acknowledge loyal customers with Cebu Pacific’s trademark sense of fun. Fifty CEB Travel Awards were presented to loyal passengers, with categories such as “Gora the Explorer” for the passenger who flew to the most number of destinations; “Miss Newniverse” for the ones who traveled on new routes; and the “Extra Rice Award” for the passengers who always pre-order more than one meal on their CEB flights.
The campaigns were conceptualized by Black Pencil, a full-service communications agency under the Leo Burnett Group.
