Cavite's brand campaign wins in Tambuli Awards

MANILA, Philippines – The provincial government of Cavite, under the leadership of Gov. Ayong Maliksi, has added to its list of achievements a recognition from the 2009 Tambuli Awards: 3rd Integrated Marketing Communications Effectiveness Awards held recently at the University of Asia and the Pacific. 

Cavite’s “Be part of the revolution!” campaign was given a silver rating in the Best in Integrated Internal Marketing Program category by the board of judges composed of high-profile personalities in business, academe and communications industry.

Launched on June 12 last year during the commemoration of the declaration of Philippine Independence and culmination of the province-wide Kalayaan Festival at the Aguinaldo Shrine in Kawit town, Cavite’s new advocacy has captured the attention of the province’s internal and external stakeholders for its strong representation of what Cavite and its people are – revolutionary.

Provincial information officer and designated Cavite brand manager Alda Lou Cabrera said the creation of the Cavite brand is Maliksi’s brainchild in his desire to further promote Cavite’s vast potentials and exceed its current progressive status.

Maliksi believes that the implementation of his 12-point agenda for development will not be successful without the participation and contributions of his constituents and other stakeholders, they said.

Thus, he commissioned Eon, a stakeholder public relations firm, to conduct a rigorous study for a campaign that would call for strong unity and active involvement among the people. 

Thus, the new Cavite brand was born, encompassing the five major aspects of the province – historical, progressive, globally competitive, service-oriented and visionary.

An intensive and extensive campaign is continuously being done through various collaterals and publicity in media and events. Brand managers were also designated by the 23 local government units of the province to bring the advocacy down to the barangay level. A corps of ambassadors to talk about the Cavite brand from different sectors is also being formed. 

At present, the new Cavite brand can be seen province-wide in banners, billboards, various infrastructure, vehicles, establishments and various items. A jingle was also composed to establish brand recall, entitled “Kabitenyo, Rebolusyonaryo!”