PAL highlights competitive edge with new, bold ad campaign


Philippine Daily Inquirer

Philippine Airlines has unveiled its newest and ‘radical’ ad campaign in the Philippines #FlyTheWayYouDeserve to reinforce ‘brand strengths’ which have given the airline the competitive edge through the years.

The advertising campaign encourages smart, practical travelers and commuter-flyers in the country’s regions: Metro Manila, Luzon, Visayas and Mindanao to try and experience PAL’s full-service flights at surprisingly affordable fares.

The “Fly the Way You Deserve” campaign’s messaging – translated into powerful visuals covering various phases of the flight – focuses on PAL’s array of full-service offerings, such as: free baggage allowance (FBA), free snacks and beverage for domestic travels, free hot meals and drinks for international travels, free movies, TV shows and music by way of the myPAL Inflight Entertainment System, comfortable seats to ensure a comfortable and relaxing flight experience, and its dedicated heartfelt service.

PAL’s heartfelt service or Buong Pusong Alaga is an integral part of the key message of the campaign, thus reinforcing what sets the flag carrier apart from its competitors.

The campaign kicks off with an online video, which pays service to the newly-reconfigured Airbus A330s offering the first-ever tri-class experience with state-of-the-art facilities. Eight of PAL’s 15 A330s are tri-class and are being used for PAL’s regional routes such as Osaka, Haneda, Narita, Sydney, Melbourne, Honolulu, Bangkok, Hong Kong and Singapore.

The campaign also highlights the airline’s domestic and international route network driving home the message on connectivity and convenience. PAL Vice President for Marketing Ria Carreon-Domingo said “With this new campaign, we want more Filipino flyers to understand that when they fly PAL, they get more value for their money. Our overall better and heartfelt service at year-round surprisingly affordable fares will give them a better flying experience.”

“For those who have never flown PAL, we encourage you to try us, and experience the difference. You can check out our weekend promo fares, PALmazing Deals online from Friday to Sunday for amazingly low fares,” she adds.

March 2016 marked the introduction of the airline’s new service philosophy “Heart of the Filipino. Since then, and up until today, PAL has remained focused on: translating this Brand Equity into a genuine service mantra and introducing service innovations, route network expansion and fleet modernization to add real value to one’s travel experience. All these aim to make the company’s renewed vision of becoming a 5-star full-service airline by 2020 a reality.

PAL President and Chief Operating Officer Jaime J. Bautista stressed, “We remain fully committed to continuing our brand story of delighting passengers through genuine care, warmth and charm. We want to expand our customer base so more and more travelers can experience the full-service brand we have built and continue to strengthen to meet the needs of the discerning traveler.

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