PAL picks Leo Burnett

JAIME BAUTISTA, PAL president and CEO (sixth from right), and Raymond Arrastia, Leo Burnett managing director (seventh from left).
Marjorie Teresa R. Perez (
Monday, 09 February 2009 22:43

Philippine Airlines, the country’s primary flag center, has appointed Leo Burnett Manila to handle creative duties for the airline, following a pitch that included BBDO and O&M.

Leo Burnett will develop through-the-line communication solutions that will focus on the extraordinary competitive advantage that PAL currently enjoys.

As PAL’s creative partner, Leo Burnett is expected to address the airline’s challenge of finding a compelling, unique and differentiating space in the minds of air travel consumers.

Jaime J. Bautista, PAL president and COO, said: “We are excited to partner with Leo Burnett as we retool our marketing strategy to emphasize the truth—PAL gives the consumer so much more value for the same prize. We were impressed by the agency’s deep understanding of the air traveler and the consumer environment we are in right now.”

On joining the select agency roster of PAL, Raymond Arrastia, Leo Burnett managing director, said: “The strategic thinking we presented was anchored on our new Humankind philosophy. We developed communications solutions always with the human purpose in mind.”

Philippine Airlines, Asia’s first airline, has a 68-year history steeped in tradition and modernity. As the national flag carrier of the Philippines, PAL exudes the best of Filipino hospitality—warm smiles, attentive service and sincere friendship.

PAL serves 54 destinations—30 domestic and 24 international points in 13 countries and territories, and has code-share arrangements with nine regional airlines to allow it to link Manila and Cebu with 16 domestic and 11 international points.

PAL operates one of the youngest and best-maintained fleets in the region with a total fleet of 47 Boeing, Airbus and Bombardier aircraft.

In May 2008, PAL broke new ground when it launched a sub-brand for the first time in its history: PAL Express. The new unit flies a fleet of eight Bombardier Q400 and Q300 turbo-props to mostly island destinations and secondary routes throughout the Philippines.

Today’s PAL’s service had been enhanced to an even higher level. Passengers can look forward to reliable schedule punctuality, thoughtful inflight service, award-winning cuisine, and one of the industry’s most generous frequent-flyer programs in Mabuhay Miles.

Philippine Airlines looks back at a proud legacy of service to the nation and to a future where it will soar once more among the leading airlines of Asia. - Businessmiror

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