Release of new Cebu brand guidelines set before Sinulog

CEBU, Philippines – The  Metro Cebu Development Coordinating Board (MCDCB) has approved and passed a resolution to roll-out guidelines for tourism stakeholders to maximize the newly launched brand of Cebu -- "Cebu: Where the Heart Sings."

Cebu Chamber of Commerce and Industry (CCCI), the lead convenor of the branding creation, will converge once again the Cebu Brand Team, represented by prime movers across sectors as announced by CCCI vice president for membership Melanie Ng.

Ng said the team targets to complete the guidelines before Sinulog, so that the brand will be used by stockholders during the week-long festival.

The guidelines will stamp the official utilization of the Cebu branding, which will also serve as a call to rally support for this important endeavor, which is seen to push further Cebu's lead in tourism trade in the country.

The Committee on Branding, which is led by CCCI will accelerate the roll out of the brand first thing this year, she said.

After the official guidelines will be approved and examined, the group will go ahead with the registration of the brand for Intellectual Property Rights (IPR).

"We will start to see the effects of our new brand this year," Ng added.

Recently, Gordon Allan Joseph, who chairs the committee on Integrated Planning Committee at the MCDCB, said that this is the time that Cebu should be united even in this branding effort, as tourism is facing fragile fate due global risk of security, which discouraged people all over the world to travel.

This private-sector led branding campaign is a serious endeavor which needs support from Cebuanos, regardless of political colors.

Besides, Joseph said the program is not initiated by the government, although, Cebu City and Provincial governments supported the program.

Ng said that LGUs will also be given copies of the guidelines for them to use the brand for their various tourism related campaigns. This will be in coordination with the Cebu City government and Cebu Provincial office.

Led by CCCI and MCDCB, with the of the Cebu City and provincial governments, the Cebu Brand Team was created in the middle of last year, to work on the proper positioning of the province as a destination's identity is considered as the main driving force in revving  up tourism and business growth.

This time, the Cebu Brand Team is up for another assignment to make the project more sustainable, Ng said. (FREEMAN)