Lapu-Lapu reinforces efforts on branding

CEBU, Philippines - After the unveiling of Lapu-Lapu as Historic Resort City, a massive information dissemination is being cooked up to paint the city with its branding colors.

The city is spearheading a competition giving award to the barangay that will have the best interpretation of the branding colors. It is also embarking on a campaign that involves placing the city’s new colors in public transport and city-owned vehicles.

Streamers and print collaterals with the city slogan “Free Yourself” are visible in Lapu-Lapu streets. Schools are also painted with branding colors of sky blue, forest green, persimmon orange and golden yellow.

Since the city boasts of its resorts and hotels, Mayor Paz Radaza instructed the City Tourism Office to convene with resort and hotel operators and other business stakeholders to explain further the town’s brand identity and to come up with a strategic marketing approach that would attract more tourists and investors to come to the Historic Resort City.

Aside from presenting the brand to the local scene, Jonji Gonzales of Public Information Office said the city government will also present the brand internationally, just in time for the Cobra Ironman 70.3 Triathlon 2014 to commence on the weekend.

Gonzales said they will meet with the hotel and resort owners and other stakeholders after the international triathlon event

Data from the Department of Tourism-7 showed that the city hit a total of 700,000 and 250,000 foreign and local tourist arrivals in 2013 alone.

DOT-7 director Rowena Montecillo who attended the brand’s launching event said the agency will offer their help to market the city to the tourists.   (FREEMAN)