Cebu Pacific (PSE: CEB) received three major honors at the 2026 Asia Pacific Tambuli Awards on June 5, earning recognition for its purpose-driven marketing initiatives that promote tourism, cultural preservation, and community development.
The airline was named Marketing Team of the Year for its “Fly to Your Happy Philippines” campaign and received two awards for “Flight Patterns”, including a Grand Prix in the Builders of Society – Arts, Culture, and Heritage category, and a Silver award in the Builders of Society – Tambuli Origins category.
Organized by the University of Asia and the Pacific, the Asia Pacific Tambuli Awards is an annual program that recognizes brands, organizations, and individuals that achieve business success while creating a positive impact on society.
“Since the beginning, Cebu Pacific’s vision has always been to help build a stronger Philippines by connecting communities, celebrating cultures, and creating opportunities through travel. We thank our partners for helping us bring this vision to life through campaigns that put the Philippines on the global tourism map,” said Candice Iyog, CEB Chief Marketing and Customer Experience Officer. “This recognition reenergizes us to create even more meaningful impact with the communities, partners, and teams we work with.”
The Marketing Team of the Year award recognizes teams that demonstrate outstanding collaboration, creativity, and excellence in developing and executing purpose-driven marketing programs. The CEB Marketing team, led by its director Michelle Eve De Guzman, is only the second winner of the category after it was first awarded last year.
CEB earned the distinction through “Fly to Your Happy Philippines”, a campaign that leverages traveler insights from different countries to showcase the diverse ways people experience happiness when traveling to the Philippines.
As part of the campaign, CEB became the first Philippine company to take over Dubai’s Burj Khalifa with a “Fly to Happy, Fly to the Philippines” lights and sound display. CEB also launched various activations at Bondi Beach in Sydney, Australia, Shibuya Crossing in Tokyo, Japan, Seongsu neighborhood in Seoul, South Korea, and Orchard Road in Singapore which showcased the warmth of Filipino hospitality and the country’s diverse destinations to a global audience.
The success of the campaign underscored the extensive work undertaken by the CEB Marketing team, from consolidating global insights and coordinating with international government organizations to collaborating with marketing and media agencies, as well as international influencers. These efforts helped bring the Philippines closer to travelers from the airline’s 15 international markets.
Meanwhile, “Flight Patterns” received the Grand Prix for Builders of Society – Arts, Culture, and Heritage, the highest honor for this category which recognizes initiatives that foster appreciation and awareness of culture and creativity, as well as the Silver Award for Builders of Society – Tambuli Origins, which honors campaigns that highlight and preserve local traditions, values, and cultural identity.
“Flight Patterns” brought traditional weaving heritage into everyday travel spaces through scannable QR codes placed on billboards along major thoroughfares, at airports nationwide, and in select magazines, shining a light on the Filipino weaving communities and artisans whose stories inspired the campaign.
Each code features five weaving traditions from across the country: Ilocos Norte’s Binakol, Occidental Mindoro’s Ramit, Iloilo’s Hablon, Antique’s Patadyong, and Basilan’s Tennun. Scanning the codes allowed travelers to learn more about each weave, the destinations where they originate, and the communities that make them, sparking greater appreciation for the rich weaving traditions and artisans that continue to keep this important part of Philippine culture alive.
The campaign was made possible through collaborations with key partners, including the Department of Tourism, and the Department of Science and Technology – Philippine Textile Research Institute.
This latest recognition builds on CEB’s strong showing at the Tambuli Awards. In 2024, Iyog was named Chief Marketing Officer of the Year, recognizing her leadership in advancing the airline’s purpose-driven marketing initiatives.
