Philippine Airlines: Philippine Airlines ascends, at last

Sarah Ocampo, Crissy Aquino

Premium-priced carrier Philippine Airlines (PAL) ran a social-led campaign to reverse its declining ticket sales in the Philippines.

Campaign details

Brand: Philippine AirlinesBrand owner: PAL HoldingsLead agency: Ogilvy Philippines Inc.Contributing agencies: Carat PhilippinesCountry: PhilippinesIndustries: AirlinesMedia channels: Online display, Online video, Outdoor, out-of-home, Print, Programmatic display, Radio & audio, Social mediaBudget: Up to 500k

Executive summary

Premium-priced carrier Philippine Airlines (PAL) finally ascended after nine consecutive years of declining market share in the domestic travel category against a fearless low-cost carrier. But instead of waging a price war, PAL leveraged on behavioural economics and a strong cultural truth to design, place and reinforce its...

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