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.

70 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...

    ReplyDelete
    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.

      Delete
    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.

      Delete
  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?

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

      Delete
    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.

      Delete
    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.

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

      Delete
    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

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

    ReplyDelete
  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.

    ReplyDelete
    Replies
    1. Ron W. let it go already.

      Delete
    2. 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.

    ReplyDelete
  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, 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!

    ReplyDelete
  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!!!!!!

    ReplyDelete
  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

    ReplyDelete
  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.

    ReplyDelete
  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.

    ReplyDelete
  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.

    ReplyDelete
  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.

    ReplyDelete
  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
  16. I have to convey my respect for your kindness for all those that require guidance on this one field. Your special commitment to passing the solution up and down has been incredibly functional and has continually empowered most people just like me to achieve their dreams. Your amazing insightful information entails much to me and especially to my peers. Thanks a ton; from all of us. top branding agencies

    ReplyDelete
  17. Great post, I’m looking forward to hear more from you!! branding company

    ReplyDelete
  18. All the contents you mentioned in post is too good and can be very useful. I will keep it in mind, thanks for sharing the information keep updating, looking forward for more posts.Thanks Social media enhancement

    ReplyDelete
  19. What is your most noted accomplishment. They may want good listeners rather than good talkers. app screenshot

    ReplyDelete
  20. Immediately a bit of guests will continue across hotel rooms and obtain tied bus excursions, however, many with all the fancy car applications provide your own tour specialist. That just might help you browse through the neighborhood well you could an individual’s chose chauffeur. ??? ???? app store mockup

    ReplyDelete
  21. Remarkably! It is as if you read my mind! A person appear to know therefore considerably relating to this, just like you authored the book inside it or something. I feel that you can do with a few images to drive the content residence a bit, on top of that, this really is great weblog. The outstanding study. I will definitely review again. imac psd

    ReplyDelete
  22. This comment has been removed by the author.

    ReplyDelete
  23. Initial You got a awesome blog .I determination be involved in plus uniform minutes. i view you got truly very functional matters , i determination be always checking your blog blesss. Cooperate Identity Design

    ReplyDelete
  24. I am glad to be one of many visitors on this outstanding web site (:, thanks for posting . imac mockup png

    ReplyDelete
  25. Generally I do not read article on blogs, however I wish to say that this write-up very forced me to check out and do so! Your writing taste has been amazed me. Thanks, very great post. app development company

    ReplyDelete
  26. Rattling clean internet site , thanks for this post. web design tips

    ReplyDelete
  27. The when I just read a blog, I’m hoping that this doesnt disappoint me approximately this one. Get real, Yes, it was my method to read, but When i thought youd have something interesting to state. All I hear is a number of whining about something that you could fix should you werent too busy trying to find attention. top branding company

    ReplyDelete
  28. dude this just inspired a post of my own, thanks brand design agency

    ReplyDelete
  29. Cool post thanks! We think your articles are great and hope more soon. We love anything to do with word games/word play. ui/ux designer

    ReplyDelete
  30. I havent any word to appreciate this post.....Really i am impressed from this post....the person who create this post it was a great human..thanks for shared this with us. branding agency

    ReplyDelete
  31. This comment has been removed by the author.

    ReplyDelete
  32. I got what you mean , saved to my bookmarks , very nice website . branding agency sf

    ReplyDelete
  33. Hi! Do you know if they make any plugins to safeguard against hackers? I’m kinda paranoid about losing everything I’ve worked hard on. Any tips? san francisco design agency

    ReplyDelete
  34. Everything we do begins with thorough research and exploration. We analyze market trends and create a successful strategic plan to develop meaningful content. branding services company

    ReplyDelete
  35. I'm also visiting this site regularly, webdesign studios this web site is really nice and the users are genuinely sharing good thoughts.

    ReplyDelete
  36. This web-site is often a walk-through you discover the information you desired relating to this and didn’t know who must. Glimpse here, and you’ll certainly discover it. brand strategy los angeles

    ReplyDelete
  37. David Bowie is a classic, i like all his songs during the old days.:: branding company los angeles

    ReplyDelete
  38. hey there, just wanted to tell you that the feed on your site is broken. I was trying to add it to my rss list but it couldn’t work. I had a similar issue on my blog, it wouldn’t work a week and then somehow it just worked! I guess these issues fix thereself sometimes, lol. but I thought to inform you. Take care!. branding agency la

    ReplyDelete
  39. We offer a range of services to alter the overall personality of your brand by collaborating your vision with our skill sets. Our designed logos, banners, websites, packaging designs, brochures and animated videos will serve as a beacon to attract customers and provide a business boost. branding package

    ReplyDelete
  40. Simple support is another favorable position of utilizing this ground-breaking load lifting machine.stage hoist

    ReplyDelete
  41. They are communicative and organized, making for an agreeable engagement.
    best logo design company

    ReplyDelete
  42. Very luxurious initiatives by Cabu pacific to bring in an introduction to be a global brand in the airlines' world. Surely this will be a proud job by the Pilipino. I was impressed seeing the this ambitious revealed. Yeah, branding idea is always a wise thinking for any kind of business. Just have to some strategies to make your business popular brand. I know a company in London that deserves to innovate and promote your brand idea into a realistic shape and it's Branding consultant, ikno.london. Hope this will be able to draw your attraction to check their service out.

    ReplyDelete
  43. hello!! Very interesting discussion glad that I came across such informative post. Keep up the good work friend. Glad to be part of your net community. Rebranding

    ReplyDelete
  44. You create sense out of the foremost complex topics.
    mobile design agency

    ReplyDelete
  45. This comment has been removed by the author.

    ReplyDelete
  46. Hi! This is my first visit to your blog! We are a collection of volunteers and starting a new project in a community in the same niche. Your blog provided us valuable information to work on. You have done a extraordinary job! how to sync ps4 controller

    ReplyDelete
  47. i really love a good read like, please keep us updated with info. how to get log stakes in animal crossing

    ReplyDelete
  48. I am looking at some of your posts on this website and I think this website is really instructive! Keep it up.r thank Social Media Marketing Service Provider Dhahran | Brook-digital.com

    ReplyDelete
  49. Great post. Articles that have meaningful and insightful comments are more enjoyable for UX Service Agency in USA , at least to me.

    ReplyDelete
  50. This short article posted only at the web site is truly good.
    brand design agencies

    ReplyDelete
  51. A big thank you for your post.Much thanks again. Great. buy instagram likes

    ReplyDelete
  52. Very informative article post.Really looking forward to read more. Keep writing. smm providers

    ReplyDelete
  53. Major thanks for the blog article.Really thank you! Much obliged. buy spotify followers

    ReplyDelete
  54. Recommeneded websites… [...]Here are some of the sites we recommend for our visitors[...]…… SEO agency in Newcastle UK

    ReplyDelete
  55. Being a pilot requires a perfect blend of technical skill and intuition. AV8 Prep learning how to fly

    ReplyDelete

  56. The Philippine Flight Network refers to the interconnected system of domestic and international air travel routes within the Philippines. It encompasses various airlines, airports, and flight connections that facilitate passenger and cargo transportation. The network plays a vital role in linking different regions of the Philippines and connecting the country to the global aviation network.
    abogado de accidentes de semi camiones
    northern virginia personal injury attorney
    bufete de abogados de accidentes de motocicleta






    ReplyDelete
  57. "Absolutely loving the fresh new look of Cebu Pacific! 🌟 From the vibrant colors to the sleek design, it truly reflects the energy and dynamism of both the airline and the destinations it serves. Kudos to the team for embracing innovation and breathing new life into the brand. Can't wait to soar with you on your exciting journey ahead! ✈️ #FlyWithCebuPacific"

    Cost of Divorce in New York

    ReplyDelete

Powered by Blogger.