Cebu Pacific Triumphs at Tambuli Awards, Wins Grand Prix

Photo courtesy of: Jill Tan Radovan / Adobo Magazine.

Cebu Pacific Triumphs at Tambuli Awards, Wins Grand Prix

By Bing Jabadan – TheNATIONWEEK.com | June 10, 2026

MANILA, Philippines – Cebu Pacific (PSE: CEB) has achieved resounding success at the 2026 Asia Pacific Tambuli Awards, securing three prestigious accolades, including the coveted Marketing Team of the Year and a Grand Prix. These honors celebrate the airline’s impactful, purpose-driven marketing strategies that champion tourism, cultural preservation, and community growth.

The airline’s marketing prowess was recognized with the Marketing Team of the Year award for its “Fly to Your Happy Philippines” campaign. Additionally, its innovative “Flight Patterns” initiative clinched a Grand Prix in the Builders of Society – Arts, Culture, and Heritage category, alongside a Silver Award in the Builders of Society – Tambuli Origins category.

The Asia Pacific Tambuli Awards, hosted by the University of Asia and the Pacific, annually celebrate brands that achieve commercial success while making a significant positive societal impact.

Candice Iyog, CEB Chief Marketing and Customer Experience Officer, expressed her gratitude: “Cebu Pacific’s enduring vision is to strengthen the Philippines by connecting communities, celebrating cultures, and fostering opportunities through travel. We deeply appreciate our partners who bring this vision to life through campaigns that elevate the Philippines’ global tourism presence. This recognition invigorates our commitment to creating an even more profound impact with our communities, partners, and teams.”

The Marketing Team of the Year award recognizes exceptional collaboration, creativity, and excellence in developing and executing purpose-driven marketing programs. Led by Director Michelle Eve De Guzman, the CEB Marketing team is only the second recipient of this distinguished award.

CEB earned this distinction through “Fly to Your Happy Philippines,” a campaign that masterfully leverages global traveler insights to showcase the diverse joys of experiencing the Philippines. This campaign achieved a historic milestone as CEB became the first Philippine company to illuminate Dubai’s iconic Burj Khalifa with a “Fly to Happy, Fly to the Philippines” light and sound spectacle. Further global activations at Sydney’s Bondi Beach, Tokyo’s Shibuya Crossing, Seoul’s Seongsu neighborhood, and Singapore’s Orchard Road captivated international audiences, highlighting Filipino hospitality and the nation’s myriad destinations.

The campaign’s success is a testament to the extensive efforts of the CEB Marketing team, from consolidating global insights and coordinating with international government organizations to collaborating with marketing and media agencies and global influencers. These efforts have successfully brought the Philippines closer to travelers across the airline’s 15 international markets.

Meanwhile, “Flight Patterns” garnered the Grand Prix for Builders of Society – Arts, Culture, and Heritage, the highest honor for initiatives fostering cultural appreciation and awareness. It also received a Silver Award for Builders of Society – Tambuli Origins, which celebrates campaigns that preserve local traditions, values, and cultural identity.

“Flight Patterns” ingeniously integrated traditional weaving heritage into everyday travel spaces. Scannable QR codes on billboards, at airports nationwide, and in select magazines illuminated Filipino weaving communities and artisans, whose compelling stories inspired the campaign. Each code showcased five distinct weaving traditions: Ilocos Norte’s Binakol, Occidental Mindoro’s Ramit, Iloilo’s Hablon, Antique’s Patadyong, and Basilan’s Tennun. Scanning these codes allowed travelers to discover the origins of each weave, the destinations they represent, and the communities that craft them, fostering a deeper appreciation for this vibrant part of Philippine culture.

This impactful campaign was realized through key collaborations with the Department of Tourism and the Department of Science and Technology – Philippine Textile Research Institute.

These latest accolades solidify CEB’s strong performance at the Tambuli Awards, following Iyog’s recognition as Chief Marketing Officer of the Year in 2024 for her leadership in advancing the airline’s purpose-driven marketing initiatives.

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