In time for APEC 2015 Cebu needs to work on brand marketing

CEBU, Philippines - As the Philippines is set to host the Asia Pacific Economic Cooperation Forum next year, Cebu in particular needs to work on a brand that will make it more attractive to visitors.

Although, Cebu is prepared in terms of accommodation, and while the support infrastructure like roads, traffic system, among others are being fixed, making a Cebu slogan that will describe Cebu as a preferred leisure and business/investment destination is needed, said Hotel, Resort and Restaurant Association of Cebu president Cenelyn Manguilimotan.

Manguilimotan, who is part of the working committee for Cebu's preparation for the APEC hosting, said that Cebu still has to find its "identity" in terms of marketing.

"Let’s grab this chance to show Cebu to the economic managers in Asia Pacific that Cebu is good destination, not only for tourism, but also to invest," she said.

She said one strong branding campaign communicating what Cebu can offer to them is a good vehicle that will encourage the delegates to come back and convince their constituents in their respective countries to visit and invest here.

Initially, Cebu is assigned to host four big meetings during the APEC Conference next year, these are meetings of the finance, transportation, SME Ministerial and energy ministers' meeting that will be held starting early September to October next year.

Already, the working committee has identified the hotels that will host the meetings and these are, Shangri-La’s Mactan Resort and Spa, Movenpick Hotel Mactan Island Cebu, Marco Polo Plaza Cebu, Cebu City Marriott Hotel, Parklane International Hotel Cebu and Waterfront Cebu City Hotel & Casino.

Manguilimotan said Cebu is also being prepared as an alternative venue for other meetings, in case something happens in Manila in the scheduled meeting dates.

At present, the Cebu Organizing Committee which is both participated by the local government unit and private sector officials are also strengthening the preparation of security issues, emergency response units, and calamity preparedness.

Over the years, Cebu had several branding propositions, including the most effective "Cebu: An island in the Pacific", among others. Manguilimotan said the private sector and the government stakeholders should come together in crafting effective slogan for Cebu.

"Yes, we are prepared to host next year's APEC Forum, as well as the International Eucharistic Congress. We are already used to hosting big international events, but the challenge now is again on how to make these participants come back to Cebu," she said.

In APEC 2015 to be hosted by the Philippines, the following events will be held throughout the year: 8 to 10 sectoral ministerial meetings for two to three days each, five senior officials’ meetings, also for two to three days each and related working group meetings for a total of 17 days. This series of meetings will be followed finally by the meeting of leaders towards the end of the year.

The host of APEC 2015, especially for the meeting of leaders, will gain the attention of the national government which will improve  local infrastructure and facilities in time for the yearlong event, not to mention the huge amount of money that will be spent by thousands of attendees, including international media during the event.