FOLLOWING the brand’s approval by the Metro Cebu Development Coordinating Board (MCDCB), the Cebu Chamber of Commerce and Industry (CCCI) will now work on the guidelines for the effective use of the line “Cebu: Where the Heart Sings”, the province’s new tourism brand.
The launching and rollout of the guidelines are expected before the Sinulog Festival and the International Eucharistic Congress—two big events that would bring exposure to the new brand, said CCCI president Ma. Teresa Chan.
“The tourism core group of CCCI will be introducing guidelines on the usage of brand. It will also encourage all stakeholders to use the brand,” said Chan during CCCI’s 2015 Year-End Press Conference.
Cebu’s new tourism brand is envisioned “to rev up the tourism industry as an economic driver and engine of growth.” CCCI and MCDCB lead the branding project.
CCCI vice president for membership Melanie Ng, in a separate interview, said the Cebu Brand Team will accelerate the rollout of the brand first thing this year. Ng said this covers the guidelines, branding materials and other programs to raise awareness, and the registration of the brand for Intellectual Property Rights (IPR).
“It will be an invigorating 2016 for all of us because there will be more to come for Cebu,” said Ng.
Cebu Business Club president Gordon Alan Joseph said “Cebu: Where the Heart Sings,” has perfectly captured the spirit of Cebuanos in one phrase.
As soon as all the guidelines and branding materials are set, Joseph encouraged all tourism stakeholders including all local government units (LGUs) to carry it.
According to Ng, LGUs will be given copies of the guidelines so they can effectively inject the new brand into various tourism and business-related campaigns.
Joseph, who also chairs the committee on integrated planning at the MCDCB, said they will keep a core group to evaluate and monitor the use and implementation of the new tourism brand.
“We want schools, taxis, hotels, restaurants, jeepneys and all stakeholders teach the people what this brand means, so anywhere you’ll go, you will feel the heart of Cebu,” he said.
“We really have to work together for this project to be successful and sustainable,” Joseph added.