AMID backlash, Tacloban City’s new branding “Home of the Happiest People in the world” has gone viral, currently racking up over 709,000 views after its campaign video was launched online on April 5.

“The branding, though received flak for its lack of consultation to stakeholders, was strategic in a public relations point of view, racking up hundreds of thousands of views from curious netizens that got wind of the video through negative comments,” said Aaron Almadro, a PR and advertising executive in the city.

In his experience in media and discussions within the creative industry colleagues in Manila, Almadro pointed out the lack of inclusive consultation of Tacloban’s new branding campaign.