Cebu Pacific: Flight Patterns

Using indigenous textile patterns to inspire Filipinos to discover local travel destinations

Cebu Pacific, the Philippines’ leading airline, boasts the largest network of destinations in the country. While some of its popular tourist routes like Boracay or Cebu have few problems in finding passengers eager to book flights, some of the lesser known but equally breathtaking locales could use a helping hand in driving interest and excitement from local travelers.

In order to get Filipinos to book flights to these destinations, we invited them to explore their own heritage through symbols of these regions’ rich cultural tapestry.

Cebu Pacific partnered with weavers from five Filipino indigenous tribes from Antique, Ilocos, Iloilo, Mindoro, and Zamboanga, who crafted their signature textile patterns in the Cebu Pacific color way.

A modern twist was then added in the form of QR codes handwoven and integrated into the designs of the fabrics, which led to a microsite that featured information about the indigenous tribes and their history in textile weaving. The site also featured beautiful tourist spots in these destinations that travelers can enjoy.

These textiles were then photographed and turned into large scale out-of-home placements all over the country,

Cebu Pacific also partnered with local publications who created content that highlighted the artistry of the weavers and their unique textile patterns.