Philippine Airlines, the nation’s prestigious 4-star flag carrier, proudly announces that its video “Fly the Way You Deserve” has earned a spot on the 7th YouTube Ads Leaderboard, cementing the ad’s status as one of the top 10 ads on the platform that resonated the most with audiences across the country.
The ad, launched in October 2017 and created in partnership with Ogilvy & Mather Philippines, gained Leaderboard recognition on the merits of its popularity (video as actual online content being watched and shared by people of their own accord) and promotion (the video as an online advertisement). The ad’s presence in the YouTube list is also reflective of the ad’s expert use of music and visuals.
As of February, the ad has gained 1.6 million views, 50 percent of which are organic, and has reached 1.78 million people online with 3.4 million impressions, boasting of a view-through rate of 24 percent exceeding industry benchmarks of 15-20 percent. Within one week of the ad’s launch, “Fly the Way You Deserve,” the video increased interest in the brand by 35.2 percent, marking it as best-in-class in the travel industry.
The ad is an integral part of PAL’s campaign thrust, which is “winning back the Philippines.” It leveraged on Filipinos’ love for the brand, its products, and its unique brand of service—buong-pusong alaga. With this campaign, PAL tells the stories of Filipinos who deserve to fly the 4-star, full-service experience at surprisingly affordable fares, wherever they are in the world.
The YouTube distinction was one of a string of recognitions PAL has recently received, including the much sought-after 4-Star Skytrax rating, also a first in the local airline industry. PAL is now the only local airline that has garnered this distinction, signifying the upgraded premium experience and innovation that only PAL is able to deliver to its passengers.
Says CJ De Jesus, AVP for Strategic Marketing and Communications at PAL, “Filipinos have always been known for our positive and resilient spirit that allows us to endure challenging situations. This sometimes makes us forget that we deserve better. This truth drove us to develop our campaign to educate our Filipino flying family that their air travel need not be inconvenient, uncomfortable, or pay-per-service, and that when they make the decision to fly PAL, we will be able to offer them the best experience at reasonable fares.”
Ria Domingo, PAL’s VP for Marketing adds, “With this win, we are inspired even more to continually understand the real needs of our passengers. This we strongly believe is an integral part of our 4-star win, and will see us through the journey to our next spot on the YouTube leaderboard, and to our next Skytrax Star.”
Mona Garcia, Managing Partner of Ogilvy & Mather Philippines, affirms that the agency is most happy to support PAL in this journey.
Garcia says, “Our clients are always at the core of our business. Our adherence to our twin peaks of creativity and effectiveness assure that the brands we take on, as well as the opportunities and challenges they face are addressed by not just great work, but great work that works, solutions that drive both creative and business results. We are very privileged to be able to work with the country’s 4-star national carrier, and we look forward to what the brand still has in store for the Philippines and the world.”
To view PAL’s Fly the Way You Deserve video, please visitwww.youtube.com/flyPALTV.