MANILA, PHILIPPINES – It’s the morning rush hour and you’re in the traffic jam of EDSA. There’s nothing else to do but look up and you see a QR code set against the backdrop of vibrant yellow and blue weaves on a billboard. Upon scanning, you’re directed to a website detailing the origins of the weave alongside the breathtaking sights of its province.
Transforming everyday commute into an opportunity to discover more of what Philippine destinations have to offer, Cebu Pacific’s “Discover Philippine Weaves: QR Flight Codes” campaign transports every Juan to the regions whose indigenous textiles reflect the vibrance of the country’s culture. Each weave highlights the intangible element of tourism that holds significance to its community and reflects the beauty of the off-beaten path.
Cultivating an appreciation for the intricate craft, the weaves are now being spotlighted by Cebu Pacific in an out-of-home activation and exhibit — bringing its partner cooperatives and associations, government officials, and airline stakeholders hand-in-hand to make the campaign bold and educational.
During its launch, Cebu Pacific Chief Marketing and Customer Experience Officer Candice Iyog spoke about the importance of the textile art and its role in appreciating the provinces where the airline touches down: “Every weave is a community’s cultural fingerprint with a story to tell just as every destination has a unique offering and experience.”
The weaves showcased lineup includes Binakol from Ilocos Norte (via Laoag), Tennun from Basilan (via Zamboanga), Ramit from Mindoro (via San Jose), Hablon from Iloilo, and Patadyong from Antique (via Caticlan). These are just five domestic destinations among the 35 that are connected through Cebu Pacific’s flights, and now made all more meaningful by incorporating heritage into every journey.
“Every weave is a community’s cultural fingerprint with a story to tell, just as every destination has a unique offering and experience. And by supporting local artisans, we ensure that these traditions will continue to thrive. At Cebu Pacific, we are privileged to be part of your journey, and we remain committed to making it easier for you to discover, appreciate, and support these traditions,” Candice added.
To give prominence to the weaves, the QR Flight Codes are strategically placed in the heavily traveled main roads of EDSA and C5 in Metro Manila. Tapping Ogilvy Philippines and Spark Foundry Philippines, the activation serves as an instant bridge between curiosity about the destination and the preview of the immersive travel experience of flying with Cebu Pacific.
As a showcase of functionality, each fabric also took up space in the pages of Preview Magazine, Metro Magazine, Candy Magazine, SPOT, and Cosmo — telling the stories of the weavers while detailing how the pieces can fit into everyday fashion.
In partnership with the Department of Science and Technology – Philippine Textile Research Institute, each weave on display contains QR IATA Codes that land in a dedicated section on Cebu Pacific’s website — a conscious effort to bring vital awareness to its significance and the untapped development of cultural tourism.
Through the collaboration with local communities — Mariano Marcos State University (MMSU), Awati Ti Kape Community Development Program, Baraclayan Weavers Association of Iloilo, the Patnongon Multipurpose Cooperative and Bagtason Loom Weavers Association of Antique; and Oriental Weaves supported by MMSU — weaving is shown as more than an art form but a way of life and intangible tradition.
“It’s a campaign that’s deeply meaningful to us as an airline because there is so much more to this country than just islands, and our splendid beaches, and landscapes. It’s also a treasure trove of our heritage and stories that are just ready to be celebrated,” said Michelle De Guzman, Marketing Director of Cebu Pacific.
Through the fabrics that are deeply rooted in a community’s identity, craft can become a driver of local tourism and economy. With more airports undergoing construction and rehabilitation, Cebu Pacific’s increasing routes ease the access of every Juan to visit the destinations where the weaves originate.
The campaign serves as the much-needed encouragement for travelers to witness first-hand the multiple stages of the process of the textile art, the intricacy of the craftsmanship of warp and weft stretched end-to-end on the loom, and the resulting motifs and patterns that symbolize the communities’ traditions.
“This is a testament to Cebu Pacific’s unwavering commitment to connecting people, places, and opportunities across the Philippines while promoting our rich, cultural heritage,” commented Department of Tourism Secretary Christina Garcia Frasco about the campaign.
