Cebu Pacific Subsidiary Aplus Wins Marketing Campaign of the Year Award

Aviation Partnership Philippines (Aplus), a wholly owned subsidiary of Cebu Pacific, emerged victorious at the MRO Asia-Pacific Awards, held on September 25, 2023, in Singapore.

With its entry, “Defying the Odds, Now Aiming for Greatness”, Aplus won in the Marketing Campaign of the Year category, beating out solid competition from industry giants such as ST Engineering from Singapore and Metrojet from Hong Kong.

Organized each year by Aviation Week Network, a B2B publishing and event production company, the MRO Asia-Pacific Awards celebrate outstanding achievements in the aviation sector across the Asian region. As the event’s name suggests, particular attention is given to those engaged in maintenance, repair, and overhaul (MRO) services, which are essential for ensuring the safety, reliability, and airworthiness of aircraft. 

 The Aviation Partnership Philippines team composed of Jeff Magadia, marketing manager; Marilou Cabrera, marketing specialist; and Rene Philip Banzon, director for marketing and business development, celebrates winning the Marketing Campaign of the Year. IMAGE courtesy of Aplus

Held at the impressive CHIJMES Hall, the awards gala dinner was one of the highlights of this year's MRO Asia-Pacific Aviation Week activities, which also featured a conference and exhibition. The various events brought the global and regional community of airline operators, MRO service providers, OEM suppliers, and other partners together to discuss the latest issues, concerns, and solutions with experts and thought leaders in the aviation and aerospace industry.

Aplus currently provides line maintenance, light aircraft checks, and technical ramp handling as well as other MRO services to Cebu Pacific and third-party carriers. It was initially formed as a joint venture between Singapore Airlines Engineering Company and Cebu Pacific in 2005. In November 2020, Cebu Pacific took sole ownership of Aplus.

Established in 2005, Aplus conducts line maintenance, light aircraft checks, technical ramp handling, and other MRO services for Cebu Pacific as well as third-party carriers. IMAGE courtesy of APlus

Through its highly successful marketing campaign, Aplus inspired its employees toward unprecedented heights in performance. It sparked a coordinated, company-wide effort, marked by clearly defined goals, swift action, and meticulous tracking of deliverables. Working closely with Cebu Pacific, its primary customer and owner, the company was able to rebound swiftly from the challenges posed by the COVID pandemic, well ahead of its industry peers.

The company says that the recognition from the MRO Asia-Pacific Awards is a testament to its resilience and commitment to excellence. With this victory, Aplus strengthens its growing reputation in the MRO industry, and brings the company closer to its goal of setting the benchmark for line maintenance servicing in the region.