ABS-CBN soars high with promo expo

ABS-CBN recently hosted a grand promo expo, Lipad Tayo, Kapamilya, to reinforce a strong, fruitful relationship with advertisers, the inspiration and reason behind the network’s success. The event, held at PICC, was a celebration of the mutual growth ABS-CBN and its advertising partners have gained from years of working together to improve Philippine entertainment and enterprise.

ABS-CBN thanked those who trusted it as their partners in building their brands and businesses by saying that after so many years, the trust between them has grown to know no boundaries. Working with them has always been the network’s pleasure. The event was a congratulatory salute for products and brands that have expanded and developed with ABS-CBN.

The first of its kind thematic event was also one of the biggest, most successful collaborative efforts of ABS-CBN, which saw all the divisions and subsidiaries working together. It was a testimony of ABS-CBN’s thrust, Kapamilya, as the event was well-attended and manned by management, artists, talents and employees. The network was well-represented as each division was there to congratulate and thank clients.

The Forum of the PICC was transformed into the ABS-CBN International Airport, where each guest was welcomed by the airport workforce, with flight attendants, pilots, cabin crew and porters, roles played to a tee by ABS-CBN employees. Upon entry, guests presented invitations disguised as passports and boarding passes, and were welcomed with champagne, wine and a kilometric cocktail buffet.

ABS-CBN divisions and subsidiaries constructed themed booths that added to the airport ambiance, each representing an emblematic section of any standard international airport. Each booth was masterfully designed to best represent the core of each faction.

The Lifestyle Network erected a booth designed as a VIP lounge, where guests relaxed in cozy couches and experienced service extraordinaire, while the Regional Network Group (RNG) brought an in-house cultural and entertainment ensemble to entertain guests, with music by instrumentalists and professional performers. ABS-CBN Global flew in boxes of Krispy Kreme from the US and dates from the Middle East for guests to feast on in the spirit of an international melting pot. Studio 23 was cloaked as the ABS-CBN duty free store, supplying wine and dry goods, while at the same time entertaining guests by promoting their local and canned shows.

Not far away was a beauty spa corner by ABS-CBN Publishing which gave free haircut and facial treatments to guests. Star Magic (formerly Talent Center) showcased its many pin-up talents and celebrity endorsers in the booth for advertisers to meet, while Star Cinema capped the experience by welcoming guests into a makeshift airplane for the full airport simulation. Other booths were for Star Records, ABS-CBN Interactive, My Only Radio, ABS-CBN News Channel (ANC), ABS-CBN Licensing, DZMM and DWRR.

Each platform offered a handsome advertising package for the last quarter of the year that had promo offers snapped up by advertisers and sold during the event.

ABS-CBN also staged a program of stellar production numbers by today’s hottest stars, hosted by the noontime show tandem of MTB: Ang Saya-Saya: Edu Manzano and Ai-Ai de las Alas. Among the stars who performed were Star Circle Quest teen finalists led by Hero Angeles and Sandara Park with Piolo Pascual in a song number with Ryan Cayabyab. Even popular teleserye character Dugong of Marina came up onstage in full costume.

Advertisers also had the chance to have souvenir snapshots taken with some of the network’s top stars like Dolphy, Maricel Soriano, Cesar Montano, Kris Aquino, Aga Muhlach, Charlene Gonzalez, Diether Ocampo, Jericho Rosales and Kristine Hermosa.

For flying with ABS-CBN and allowing it to break records in the brand growth of its advertisers, big prizes were given away, like trips to the United States, Europe, Bangkok and Boracay. The grand prize winner got to drive home a brand-new Chevrolet Optra.

Lipad Tayo, Kapamilya is another enterprising strategy crafted by the ABS-CBN sales and marketing team. The group was led by its senior vice president Nicanor Gabunada Jr., vice-presidents Orlando Galang, David Dominguez and Alden Castañeda with assistant vice-president Lawrence Tan, who spearheaded the project.

The event’s success signified ABS-CBN’s strength and leadership which extends to its multi-platform businesses. ABS-CBN took its partners aboard Flight Q42004 in recognition of their continuous patronage that has fueled the network’s success throughout the years. ABS-CBN has taken patrons on a nationwide trip, extending its service even to an international ride as the only network that gives the country an intercontinental voice.