Cebu is where the heart sings!
This is the brand that stakeholders unveiled for Cebu after six months of consultations directed to make Cebu “stand out from the rest”.
The brand was unveiled last Nov. 13 at the Ayala Activity Center.
In the brand logo, a woman in a festival costume is seen holding a heart on top of her head. Its red, green, yellow and blue brand colors symbolize the passion and faith, creativity, friendliness and resilience of the Cebuanos.
“A brand is beyond the tagline or slogan. It is catching the essence of the character of Cebu,” Cebu Chamber of Commerce and Industry (CCCI) Tourism Chair Mila Espina said.
Call to be ambassadors
Gov. Hilario Davide III said in a message read by Provincial Administrator Mark Tolentino that the “Cebu brand was found at the right time”.
“It is high time that our beautiful province fully support a brand that manifests and reflects the soul and identity of our land. Let us all commit to the challenge to be Cebu’s ambassadors,” Davide said.
Baad said that their love for Cebu has pushed them to agree on making the brand despite the lack of budget.
“What the Cebu brand team has done is Herculean in the sense that a group of different individuals representing their organizations have come together and agreed on the tagline, which is no small measure considering the different perspectives we brought to the table,” she said.
Baad compared Cebu to David, the shepherd boy from the Bible who defeated Goliath who was backed with an army of soldiers.
“Make the brand promise live in real terms. Let that stone hurled from a slingshot hit its mark! Cebu is our special place we want to share with the world, our home where the heart sings in the truest sense,” Baad said.
Behind the successful Cebu brand is a team which is composed of stakeholders from the different sectors.
“It was a cooperative and collaborative endeavor,” Espina added.
A branding workshop which was facilitated by Singaporean global brand strategist Jacqueline Alexis Thng was the first step in crafting the brand.
Thng, as a brand consultant, has helped the Cebu brand team gather and think of a brand that could make Cebu stand out.
“After a tedious, careful, and systematic process which involved an international branding expert, we finally celebrate and unveil the new brand that will make Cebu take a more significant spot in the global market,” CCCI President Tess Chan said.
CCCI and Mega Cebu took the lead in this branding initiative through a series of meetings from July to November this year. The initiative is supported by the Department of Tourism, Cebu City Tourism Commission, Cebu Provincial Tourism Commission, Movement for Livable Cebu, Cebu Association of Tour Operators, and GMR-Megawide Cebu Airport Corp.