PAL’s new campaign to bring PH closer to traveler

NOTHING COMPARES to the Heart of the Filipino. It is one that is generous, resilient, gracious and full of warmth. One that is brimming with a certain gusto for life, and one that continues to define the very core of the country’s national flag carrier.

Philippine Airlines, in its more than seven decades of operations, has remained steadfast in pursuing that premium brand of service, aimed at satisfying the needs and fancies of its passengers. And as it celebrates its 75 years in the airline industry, PAL is again set to make history with the launch of its new anniversary campaign dubbed “The Heart of the Filipino.”

Three new TV commercials are set to showcase PAL’s latest song entitled, “The Heart of the Filipino,” which was sung by three of the country’s top voices—Bamboo, Sarah Geronimo and Lea Salonga. Through this distinct branding, the airline company has brandished the genuine Filipino hospitality that allowed PAL to stand out for more than seven decades, the beauty of the Philippine islands, as well as the Filipinos’ persevering spirit and happy disposition.

“As you journey through life in the years to come, we commit to bringing the best of the Philippines and the best of the Filipino to you—the friendliness of our people and our waterproof spirit, the beauty of our islands, the splendor of our sunsets, the wonderful variety of our delicious cuisines, the richness of our history and culture and the fun in our everyday life. Philippine Airlines has excelled and succeeded because we have the Heart of the Filipino that always shines through,” said PAL Vice President for Marketing Ria C. Domingo.

As PAL expands its routes both domestically and internationally, more people all over the world will discover the warmth that shines through from the Heart of the Filipino.

PAL’s new branding was created in collaboration with their advertising agency, the multi-awarded Ogilvy & Mather Philippines.

The first TV ad showcases service that comes from a heart like no other —the Heart of the Filipino—with the intention of instilling national pride for PAL being a full-service international airline.

The second TV ad meanwhile features the beauty of the Philippines.

The third TV ad highlights some of the world’s best cities where PAL currently flies to.

Both Destinations ads create the desire to travel, to discover the Philippines, and to see the world, and to do so in style and in comfort, with the service that comes from the Heart of the Filipino.