On March 3, 2019, Cebu Pacific was able to reach over 20 million Filipinos (that’s one out of every five Juans) as it held its “3.3” seat sale—and tripled the number of bookings of its previous major seat sale. For the airline whose Piso Fare sales are already legendary in the aviation industry, you have to wonder: how did they do it?
The answer was revealed by Cebu Pacific Vice President for Marketing and Distribution Candice Iyog at the very first YouTube Brandcast forum in the Philippines. Brandcast, according to the popular video sharing site, is where it unveils “the latest content trends and new ways for advertisers to connect with their most attentive audience to drive unmatched results for their business. Brandcast is where advertisers, creators and fans come together to celebrate the vibrant community of YouTube.”
Candice Iyog, Cebu Pacific Vice President for Marketing and Distribution, speaking at the first YouTube Brandcast forum in Manila. IMAGE Courtesy Cebu Pacific
True to the forum’s goals, Iyog shared with the gathered attendees how YouTube was instrumental in attracting more customers to the recent seat sale of Cebu Pacific. The “3.3” sale was unique as the nation’s leading airline offered a different destination every two hours. By using digital advertising tools such as YouTube Director Mix and Google Blast, Cebu Pacific was able to create different versions of its catchy seat sale video, and it matched these with the Google search activity of users. As a result, customers received a video that was seemingly tailor-fit to their interests, maximizing the video’s impact. And because the destinations on sale were rotated on a shifting schedule, in effect offering seats in clusters, travel bookings were sustained throughout the day—leading to better traffic management on the CEB website and mobile app.
This successful targeted video ad campaign ushers in the era of the “New Crazy,” where Cebu Pacific can accommodate more customers and bookings than ever before. Reaching a greater number of potential fliers is possible thanks to the popularity of YouTube, especially in the Philippines, where it has over 750 channels with more than 100,000 subscribers each.
For bookings and inquiries, visit www.cebupacificair.com or call the reservation hotlines: +632 702.0888 (Manila); +633 223.0888 (Cebu). The latest seat sales can be found on CEB’s official Twitter (@CebuPacificAir) and Facebook pages.
