Cebu Pacific Introduces New Branding for the Global Stage

Cebu Pacific, the nation's largest low-cost carrier is taking an aggressive step by introducing new branding that is designed to help it become the Filipino global carrier of choice as it prepares to expand further on the international stage. Although Cebu Pacific started out as a domestic carrier, it now flies to more than 25 international destinations in 14 countries.

cebu pacific new livery
Image Source: Cebu Pacific / YouTube
Cebu Pacific's new branding is designed to support its efforts to become a global brand for the Philippines. According to Candice Iyog, Cebu Pacific's Vice President for Marketing & Distribution, the carrier's new colours are inspired by the natural landscapes of the Philippines. 

"When Cebu Pacific started out nineteen years ago, we were just serving a domestic market. But today, we are talking about flying to international markets so there is a need to refresh the brand. The new brand is an evolution of the current brand. We still carry the eagle but its friendlier and more approachable," said Iyog. 

Cebu Pacific currently control 60 percent of the Philippine domestic market. As it expands in international markets and launches new long-haul flights, Cebu Pacific is vying to become the national carrier of choice. 

"Because we are a Philippine carrier, we need to be able to have a brand that represents the colours of the country and when you talk about the Philippines, you think of beautiful beaches. You think of blue seas and bright sun. You talk about beautiful landscapes and islands," said Iyog. "We wanted to make sure that the brand captures that while it also represents the airline as a young, fun, dynamic, and energetic brand."

Image Source: Cebu Pacific / Facebook
Flag carrier Philippine Airlines has already seen a massive erosion of its domestic market share and Cebu Pacific poses a competitive threat as it enters into international markets previously served exclusively by Philippine Airlines. Cebu Pacific has already begun competing directly with Philippine Airlines in Sydney, Australia and is likely to enter the Honolulu, Hawaii market by the end of the year. 

Philippine Airlines has not revealed any intentions to refresh its own branding or aircraft livery. It remains to be seen whether the conservative standards of Philippine Airlines will be enough to keep up with Cebu Pacific's youthful and energetic style as it attempts to steal market share and become the primary Filipino brand in international markets as well.


"We are now truly an international carrier, making the Philippines much more accessible to people throughout the globe and we're very proud to be a representative of the Philippines," said Lance Gokongwei, CEO of Cebu Pacific. "The Philippines represents our roots. It's where we come from and it's really such a jewel. It's part of Cebu Pacific's mission to make that jewel that much more available and accessible to the world."

Gokongwei added that he hopes for Cebu Pacific to become the Filipino global brand for travel, fun, and affordability. "We just want to be synonymous with the Philippines," said Gokongwei.

69 comments:

  1. All well and good. But very superficial.
    My flight on Cebu Pacific was uncomfortable and it was dull. Sure, the price was cheap. But I would rather pay that bit more to fly on an airline with some leg room, seat comfort, and in flight entertainment.
    Cebu Pacific could do better...

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    Replies
    1. I have said it before and I will say it again...Cebu Pacific is a Low-cost Carrier (LCC). If you want the bells-and-whistle type service, you go to a Legacy Carrier...and I will guarantee you that you will definitely "PAY" for it. If one is to complain that Cebu charges you for every single "extra", is because YOU chose it. If you don't want it, they won't charge you for it. Simple as that. If you're the type of person that can't do without the "free" airline food, the in-flight entertainment, and the huge amounts of free check-in baggage, then Cebu Pacific is not for you...and that is ok because everyone should have a choice. But to knock an LCC for not acting like a Legacy is not only immature, it is irresponsible and ignorant. Read Mr. Hong Kong's post and you will see how immature that can get.

      Cebu Pacific is a good airline...and yes at times it does trip over and fall, but they try to work on the pitfalls to become a better airline. Don't blame the operator for delays as a result of congestion at NAIA. Your finger should point at Gen. Honorado, the GM at NAIA, for not taking responsibility for the short-comings of the airport. Instead he resorts to finger-pointing towards the operators. Why we put these morons in position is also the problem of our President, PNoy....who himself is a moron...so I guess it does make sense.

      As for the guy who posted below about Cebu's Flight Operation...well that guy is probably the disgruntled Cebu pilot who resigned because no one was listening to his constant complaining...not that they didn't want to listen, he just complained and nagged so much that in the end it was nuisance and unproductive.

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    2. When a pilot complains, a good airline pays attention!
      And bells and whistles aren't the main problem. The plain is just uncomfortable with the seats jammed too close together.

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  2. Here i am in the beautiful morning of London and i now see a Cebu Pacific article. What's this now? They are re-branding themselves? OOOOOH! EXCITING!

    "Cebu Pacific to become the Filipino global brand for travel, fun, and affordability."

    LOL

    There's no such thing as "FUN" in Cebu Pathetic. Instead, you will be greeted with delay and cancellation. Where is the fun in that?

    "We are now truly an international carrier, making the Philippines much more accessible to people throughout the globe and we're very proud to be a representative of the Philippines,"

    Proud to be the worst LCC in Airline i suppose. Cheap fares, terrible in-flight services, terrible on-time performance, i mean what more do i need to say about this pathetic airline?

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    Replies
    1. That they are profitable... and thats the idea of Low cost

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    2. flights get delayed because we dont have enough runways to cater to all the air passengers. Millions of people are flying in and out of the country everyday. maybe we should start pressuring the government to do their jobs well too instead of just continuing to blame the airline (and other airlines as well) for the delays and fuck ups. i'm sure we've all noticed (and read about it) that we have one of the worst airports in the world.

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    3. the efforts that airlines in the PH exert to make it globally competitive is no joke given that little or no govt support is put into improving our airports and aviation facilities. We ask for alms from our richer neighbours for hand me down tech. Most airports in PH have no weather facilities, no sunset landing capability, has 2 or 3 gates catering to numerous flights...its a long list. its a shame really.

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    4. Flights get delayed because the idiots at Cebu try and run too many planes from an over congested airport - its not rocket science!

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    5. Many of the comments here hit a valid nail on the head: the airports (especially Manila International) are simply too congested. And many in aviation feel they are accidents waiting to happen. And there are many questions as to where the high landing fees and other charges at MIA go - they sure aren't going into keeping the airport up to date.
      But Cebu Pacific has a hand in the complaints against it. The mess at Christmas was badly handled by the airline. You don't abandon passengers and leave them hanging.
      Like they say, it takes two to tango. Pay cheap, get second class service.

      Delete
  3. New look, more of the same sh*tty service. I will never ever fly with Cebu Pacific ever again

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  4. What's the old saying about putting lipstick on a pig?

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  5. Maybe while Lance is "aggressively" rebranding maybe he could get aggressive and try to bring up the standards of his flight department. Start with firing the whole Flight Operations staff and bring in some with actual experience. Get rid of their idiotic training program, the idiot "instructors", fire all three Chief Pilots for shear incompetence.

    And most importantly, get rid of Kingshit, who once made the statement "Safety is a waste of money".

    That will be a start to becoming a global airline Lance.

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    Replies
    1. The whole outfit is run by a bunch of idiots who dont even know what Customer Service means

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    2. Ron W. let it go already.

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    3. To be fair, Cebu Pacific is run profitably and it serves an important market in the Philippines. But running profitably and treating passengers with respect and as human beings are two different matters - and that's where Cebu Pacific falls apart.
      It's uncomfortable. It's flight attendants are not well trained. There are questions about the flight crew training. It has its problems that a new paint job will not fix.
      I tried it once and that's enough. It is not the kind of airline I want to fly.

      Delete
  6. lakas natin maka-reklamo pero pag nagka-sale ang cebu pacific, excited na excited tayo magbook ng flight with them tapos aayain pa natin mga kaibigan natin na magbook with us. tigilan niyo nga ako.

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  7. I really like the new font (letter type) and especially the logo and that will be used. The font is fresh with a nice bright blue, standing out well in its lower case, yet thick enough letters to be noticed. I also love the new adopted bird logo.

    I do find it a shame that the focus is away from the tail of the aircraft. In darkness, tails of aircraft are lit up with what you call “Logo lights”. There’s an obvious reason why they are called “Logo lights” because the “Logo” is usually LIT up and thus advertised, even at night. In the case of the new Cebu Pacific branding, all you would see in darkness is a yellow tail with a white streak. That’s it. Is Cebu Pacific trying to save on lights by leaving them off or perhaps this is a missed opportunity for advertising?

    Over the years airline logos and branding have evolved. Lately some airlines have been moving away from and are no longer advertising logos on the tail. Iberia of Spain, Eurowings of Germany or Air Asia to name a few. You may call me old-fashioned but I prefer a beautiful recognizable corporate image on the tail. What a great view seeing aircraft of the same company all lined up at the terminal, that includes the darkness. Luckily most airlines see the advantage.

    Air Asia has already moved away from the white with the red streak and has now written “Air Asia” on its tails., as well as on the fuselage. If I were Cebu Pacific I would do the same.

    As for the logo itself, it is so beautiful but it sort of disappears under the tail as it wraps around the fuselage and does not fully stand out. I would leave it there but add another logo to the left of the font, where it belongs, or at least put a nice big logo on the engines and winglets, especially the inner cowlings and winglets. Filipinos love to take pictures, think of it as free advertising.

    … just my 2 cents

    ReplyDelete
    Replies
    1. Horrible yellow yuck

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    2. Horrible, true.
      But it does stand out. And knowing Lance - that's what it's all about: getting his brand seen.

      Delete
  8. Mark this word, people..........end of the year 2015 to Honolulu! I will record it in my diary. Or even earlier than that because your A330 to Dammam should be dispatched to HNL so that Western USA FilAms will at least fly LCCs to HNL to make connections with Cebu Pac! (Allegiant Air, Alaska, Sun Country, etc). The low air fare is very important: it makes us fly 3 or 4 times a year to RP to spend our hard-earned green buck, how is that Lance? We are growing older so fast, we need a relief from your airline now!

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  9. Who cares about bad service and punctuality? As long as the fares are affordable (cheap) I do not mind flying with CebuPac! The airline is practically new with new aircrafts, so what is the big deal? Those who complain so much are not real travelers, believe me! Sorry guys, it is my money "well spent". Saving money is my passion!!!!!!

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  10. Saving money is not everything gago. Trying telling that to all the poor families who were stranded at NAIA over the xmas and new year period. They can rebrand all the like they will still be known as an awful airline run by a bunch of morons

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  11. Those who complain about CEB's lack of on-time performance should try flying with other carries. There on-time performance is no better. One should stop blaming the airline and look at the bigger picture. IE, congestion and lack of terminal facilities at NAIA and an antiquated airways system. Stop blaming the airlines for problems which are beyond their control.

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  12. for me i like cebu pac, fares are cheap, especially pag may seat sale na. so mas maraming makaka experience na makatravel, ofcourse, lahat naman tayo gusto mag travel, pero di lahat afford mag travel ng mahal ang bayad? good thing may cebu pac, aminin man natin o hindi.

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  13. Why does their new livery look awfully close to the livery of ANA's LCC Vanilla Air? The two liveries are so similar that CebPac could risk getting sued.

    With that said, CebPac needs more than a rebranding: they need a change in attitude as well. If they can just improve their service and make up on par with other airlines, then it would be a win-win situation for everyone: for CebPac, for the passengers, and for the Philippines.

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  14. Why are we expecting first class treatment from Cebu Pacific when they are a low-cost carrier? Hindi ba dapat understandable that many of the services these expensive airlines provide are taken out kasi we don't pay for them. Wala naman libre na binibigay ang mga mahal na airlines na yan. Sure, Cebu Pacific needs to improve on customer service but honestly, i don't think they're that much different from other airlines. lahat may hassle, may delay, may rude na flight attendant, etc. Let's not forget that many of us who are middle wage earners are now able to fly wherever because Cebu Pacific made it happen.

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  15. change is good. bakit ang negative natin? kung may re-branding, it can also mean improvement sa services! lilipad pa rin naman kayo with Cebu Pacific kahit anong mangyari eh.

    ReplyDelete
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