Victory Liner hailed as iconic brand by clothing giant Bench

MANILA, Philippines - When thinking of taking long journeys to the countryside in a public bus that is steeped in style and comfort, chances are your top-of-mind choice would be Victory Liner.

For the past 70 years, Victory Liner has been a major player in the transport industry. It has always been the primary choice of travelers going to and from key provincial destinations in Luzon such as Pangasinan, La Union, Benguet, Kalinga, Central Luzon Plains and Cagayan, among other routes. Traveling by bus to Baguio, for instance, is almost always associated with the company that is known for providing one of the safest and enjoyable long-trip experiences.

Being a household name for decades now, Victory Liner recently made it to retail giant Bench’s list of popular local brands that are deeply ingrained in pop Filipino culture. 

Together with other iconic names in various industries, Victory Liner joins Bench in celebrating the beauty of homegrown brands through the latter’s campaign, aptly titled #LoveLocal.

“Victory Liner has been in the industry for 70 years and has stood the test of time,” explains Dale dela Cruz, assistant VP of brand marketing for Bench, on why the bus company was shortlisted. “Brands come and go but Victory Liner stayed true to its vision of providing quality transport service to the Filipino people.”

He added that Bench has always been an avid promoter of local products and talents. “With the influx of foreign brands and the world becoming a global community, we figured there’s no better time to reinforce our brand’s love for local,” he says.

#LoveLocal coincides with the clothing company’s 28th anniversary. The campaign kicked off with the launch of a yearbook of sorts, featuring celebrities sharing their passions, adoration and pride. For our culture. 

Part of this campaign is a special edition line of graphic T-shirts highlighting these local brands. A slew of homegrown artists were commissioned to render their creative interpretation of a particular icon. For Victory Liner, Brent Sabas of Ang Illustrador ng Kabataan was in charge of immortalizing the bus company on these collaboration shirts.

The design had Victory Liner buses taking on different forms that convey its numerous destinations. “Life is a journey that allows you to feel different emotions along the way,” shares Sabas. “While onboard the Victory Liner, you know that you’re safe and cared for so you can open up your senses and feel every bit of your adventure without worries.”

For their part, Victory Liner management is excited to know that another wholly owned Filipino company shares the same commitment with them, not only in boosting fellow businesses but also to provide excellent services to their customers.

“This is a very noble project. As a local brand, we like projects that support nationalistic ideals,” shares Victory Liner VP for treasury and marketing Marivic Del Pilar.

The Victory Liner-designed #LoveLocal shirts are available at Bench outlets in Ayala Glorietta, Ayala TriNoma, Alabang Town Center, SM Megamall, SM North Edsa, SM Aura, Power Plant Mall, Shangri-La Mall, Newport City, Century Mall, Ayala Cebu and SM Lanang Davao.