At the 2026 Asia Pacific Tambuli Awards, Cebu Pacific was recognized for marketing campaigns that brought Philippine destinations to global travel audiences and introduced local weaving traditions to people moving through airports, streets, and other everyday spaces.
The airline earned three major honors at the awards. “Flight Patterns” received a Grand Prix, the top award in the Builders of Society - Arts, Culture, and Heritage category, along with a Silver Award in the Builders of Society - Tambuli Origins category. Cebu Pacific was also named Marketing Team of the Year for “Fly to Your Happy Philippines,” a campaign which drew on what travelers in different markets look for when visiting the country.
Held on June 5, 2026, the Asia Pacific Tambuli Awards is organized by the University of Asia and the Pacific and recognizes initiatives that combine marketing effectiveness with positive social impact.
"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. We thank our partners for helping us bring this vision to life through campaigns that put the Philippines on the global tourism map,” said Candice Iyog, CEB Chief Marketing and Customer Experience Officer. “This recognition reenergizes us to create even more meaningful impact with the communities, partners, and teams we work with.”
That connection between travel and culture was clearest in “Flight Patterns,” the Grand Prix-winning campaign that turned attention to the country’s weaving heritage. Through scannable QR codes placed on billboards along major thoroughfares, in airports nationwide, and in select magazines, the campaign invited travelers to learn more about Filipino weaving communities and the artisans behind the textiles.
“Flight Patterns” featured five weaving traditions from across the country: Ilocos Norte’s Binakol, Occidental Mindoro’s Ramit, Iloilo’s Hablon, Antique’s Patadyong, and Basilan’s Tennun. Each QR code led travelers to stories about the weave, the destination where it originated, and the community that continues to practice the craft.
The campaign was developed with support from partners including the Department of Tourism and the Department of Science and Technology – Philippine Textile Research Institute.
The “Fly to Your Happy Philippines” campaign invited travelers to discover the many ways happiness can be found across the country, from local destinations and shared experiences to the warmth of Filipino hospitality.
The other major recognition from Tambuli focused on the team behind “Fly to Your Happy Philippines.” Led by Marketing Director Michelle Eve De Guzman, Cebu Pacific’s marketing group brought together market insights, creative development, partner coordination, and international execution, earning the airline the Marketing Team of the Year award.
As part of the award-winning initiative, Cebu Pacific became the first Philippine company to take over Dubai’s Burj Khalifa with a lights and sound display promoting travel to the Philippines. The airline also brought the campaign to Bondi Beach in Sydney, Shibuya Crossing in Tokyo, Seongsu in Seoul, and Orchard Road in Singapore, helping travelers across its 15 international markets encounter Philippine destinations and Filipino hospitality in familiar public spaces.
The airline’s marketing leadership has also received earlier recognition from Tambuli. In 2024, Iyog was named Chief Marketing Officer of the Year for her work in shaping campaigns that connect travel with tourism, culture, and communities.
For more information on Cebu Pacific, visit cebupacificair.com
