Make space in the Cebu Pacific trophy wall as the airline has added another honor, topping the Best CSR Communications category at the PR Awards 2019. Besides the big win for the sustainability-driven Juan Effect campaign, the airline was also shortlisted in another category, Best Use of Influencers.
The sixth edition of the PR Awards, which recognizes excellence in the PR and communications industry, was held on March 29 at the Swissotel Merchant Court Singapore hotel. This year, there were 430 entries from across Southeast Asia vying for the 24 competitive awards judged by an independent panel of industry experts.
Juan Effect is a sustainable tourism program that engages travelers and local stakeholders alike. CEB partners with the Department of Tourism (DOT), the Department of Environment and a Natural Resources and the Department of Interior and Local Government to roll out Juan Effect, whose goal is to influence tourists, local business owners, and LGUs to became socially aware and responsible, and encourages them to make a difference by changing at least one daily habit. Through Juan Effect , the negative impact of tourism on our popular tourist spots is mitigated by balancing long-term social and environmental concerns with economic benefits.
Cebu Pacific's Roxanne Gochuico, Corporate Social Responsibility Specialist (2nd from left); and Sunshine Yu, Corporate Communications Specialist (3rd from left) with award presenter Chua Soon Tzer, regional commercial director, Lighthouse Independent Media; and Ketchum/Omnicom Public Relations Group Singapore's Danny Tan, vice president, and Jinnie Nguyen, account executive. IMAGE courtesy Cebu Pacific
The “Travel Leaders Programme,” on the other hand, entices bloggers and other digital influencers to experience the Philippines. A project mounted together with the DOT, CEB also tapped communications agency Ketchum Singapore to bring together travel groups to experience key destinations such as Cebu, Davao and Palawan.
Cebu Pacific was represented at the black-tie affair by Roxanne Gochuico, Corporate Social Responsibility Specialist; and Sunshine Yu, Corporate Communications Specialist.
