Cebu firms express devotion by spending during Sinulog

CEBU, Philippines - Aside from the promotional or advertising mileage, companies are spending considerable amount of money as part of their corporate social responsibility (CSR) to make the Sinulog celebration a world-class festival in the Philippines.

Hotels, shopping malls, consumer good firms, manufacturing companies, and pyrotechnic establishments are just a few of the corporations that allocated special budget for the Sinulog Festival, specifically this year.

PyroWorks International president Bryan Lim said that at least a total of P2.3 million worth of fireworks will be consumed in the three major firework events during the festival.

Companies like Ayala Center Cebu, SM Cebu, Unilab, Rose Pharmacy, Crown Regency and PyroWorks will jointly spend to have a world-class fireworks display starting January 15 and during the Sinulog Festival Day on January 17.

Over the years, companies have been allocating huge budgets for the Sinulog Festival, some to make it a venue for good marketing promotion while some are simply spending for their religious devotion to Sr. Sto. Niño.

Tan said that PyroWorks, together with Ayala Center Cebu, and other sponsors are continuing the tradition of displaying elaborate fireworks in the culmination of the Sinulog Mardi Gras at 9:00 in the evening at the Cebu Business Park grounds, which was started by a Japanese firm in the past, sponsored by Mitsumi.

This time, to continue the tradition, Lim said some companies, including his have pooled their resources together to make a 15-minute firework display, which approximate close to a million pesos.

Now, on its 6th year, the Pyro Spectacular at the Cebu Business Park, on January 16, 9 o’clock in the evening will also showcase the latest in pyrotechnics technology, which is world at par.

Likewise, Lim’s company is also collaborating with SM City Cebu for another Sinulog fireworks display event. This time—a competition of pyro-technique. To be held on the night of January 15 (Saturday), the competition will incur at least a total of P1 million worth of fireworks that will be participated by professional pyro-technicians from all over the country.

About P300 thousand worth of fireworks will be displayed during the culmination of the Festival at the Abellana Grand Stand, Lim said.

Aside from fireworks, which provide a special touch to any small or grand celebrations, the Sinulog Festival had also been well supported by other companies which contribute support such as participating in the grand Mardi Gras and other events.

In an interview with A.D. Gothong Manufacturing Corporation president Barbara Gothong-Tan, she said that the company had been allocating budget to participate in the Sinulog Festival for the past eight years now.

This year, Tan’s company, the maker of Bambi vegetable cooking oil and margarine, spent at least P100 thousand for the Sinulog Festival collaterals, specifically the establishment of “route décor’ situated at Cebu’s popular landmark at the Fuente Osmeña circle.

According Tan, aside from marketing and advertising purposes, the company is making efforts to participate every Sinulog Festival, for its devotion to Sto. Niño.

“Good times or bad times, we are always participating in the Sinulog Festival,” said Tan.

Cebu’s Sinulog Festival is considered as the “mother” of all Festivals in the Philippines. (FREEMAN)