Leo Burnett clinches Philippine Airlines creative

The national airline had previously engaged multiple smaller local agencies for its communications and called its latest review in November 2008.

Leo Burnett will now develop through-the-line communication for the carrier. As its 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 as PAL faces increasing competition from domestic carriers including Cebu Pacific, the country's second flag carrier.

Jaime J Bautista, president and chief operating officer of PAL, said: “We are excited to partner with Leo Burnett as we retool our marketing strategy to emphasise that PAL gives the consumer so much more value for the same price. We were impressed by the agency’s deep understanding of the air traveller and the consumer environment we are in right now.”