The 71st anniversary of Philippine Airlines (PAL) last March 15, 2012 – dubbed "Summer Launch" – saw the unveiling of a new marketing campaign, "Love, Your PAL," which depicts PAL's gratitude to its loyal customers over the last 71 years.
"Today, I am proud to announce our latest campaign- Love, Your PAL – the signature for all our domestic and outbound communications. Love, Your PAL will provide the emotional message to make Filipinos fall in love with PAL again," said Vivienne K. Tan, PAL executive vice president-Commercial Group.
The new campaign – coming at the close of PAL's year-long 70th anniversary – is evident in the latest sales promo that offers heavily discounted rates on the purchase of second tickets to selected PAL destinations.
Passengers buying regular fare tickets from March 15 to 21, 2012 are eligible to buy a second ticket for as low as P77 on domestic routes, $7 on regional destinations, and $277 on international flights.
The PAL anniversary celebration at One Esplanade at the Mall of Asia complex in Pasay City, which was attended by Mabuhay Miles members, travel agents, industry partners and special guests, also featured the PAL Charisma Girls – six of the airline's best flight stewardesses who exude the unique beauty and charm of the Filipina.
The launch of the Charisma Girls is a take off from the highly successful 1986 PAL advertising campaign that showcased the "Beauty of the Philippines Shining Through".
The 2012 Charisma Girls are PAL flight attendants Fern Margarette Gines, Priscilla Mae Honorio, Kimberly Jamerlan, Wrizza Nielle Parulan, Kate Williams and Magnolia Gersbach.
At the anniversary program, the Charisma Girls were joined by 2012 Bb. Pilipinas candidates who paraded fashion creations by master designers JC Buendia, Rhett Eala and Randy Ortiz.
Vivienne Tan said, "All the issues and problems that have hindered our growth last year are behind us now. I am proud that the work of the PAL team has resulted in a great rebound in our sales and passenger count."
The PAL chairman's daughter added: "I ask your support by patronizing our attractive offers that go beyond price. We will excite the market with new programs that aim to strengthen passenger loyalty."
Upcoming promotions include the PAL-Mastercard partnership, the Manila premier of the musical "Phantom of the Opera" whose cast and crew are to be flown in by PAL, and the airline's support to the local film "The Road," to be flown by PAL to Hollywood as the first Filipino movie to be commercially shown in US theaters.
For 2012, PAL is expecting delivery of its third and fourth Boeing 777-300ER as well as four additional Airbus A320s, which will trigger expansion of PAL's route network with introduction of service to new destinations to be announced in the coming months.
"We have laid the foundation to strengthen our brand image and reinforce our brand equity. This year, we will further reinforce our superiority over other local carriers," Tan said.
PAL's first flight took off on March 15, 1941 at Nielsen airfield in Makati to Baguio using a twin-engine Beech Model 18 airplane, carrying a full load of five passengers.
After seven decades notching various feats, PAL remains as Asia's first airline and the country's first national flag carrier.
Watch out for exciting news to be announced soon!