A new brand for Lapu-Lapu Radaza says campaign to help draw more tourists, show city’s identity

CEBU, Philippines -  With the use of four colors, Lapu-Lapu City is set to brand itself as the "Historic Resort City" with the tagline "Free yourself."

The brand's launching, according to Mayor Paz Radaza, will take place at Hoops Dome in Barangay Gun-ob. It will be synchronized with the celebration of the city's taxpayers' night.

Speaking to the media, Radaza said there are four tropical colors that will represent the strong identity of the Oponganons, namely blue, yellow, green and orange. These shades, she added, will highlight the city.

This is the first time that Lapu-Lapu City is embarking on a branding strategy.

 "Our goal is to establish (our reputation) gyud and be known. Since Lapu-Lapu is an international tourism area, madali nalang nato og describe kung unsa ni sa Lapu-Lapu because of our branding," she said in yesterday's press conference.

With this major shift, an additional 4,000 tourist arrivals are expected, said the mayor.

Aside from their branding efforts, Radaza said the city is also banking on its wide assortment of hotel resorts, citing a developer that is expected to build a host of tourism and accommodation facilities.

The renovation of Mactan-Cebu International Airport will also pave way for 10 million tourist traffic in Lapu-Lapu City, she added.

According to Radaza, the branding is a city-wide effort with island and mainland barangays already starting to do their share in the campaign.

"We keep on discussing with the barangay captains and they will also help the city in branding," said Radaza.

A contest in the barangay level will be launched where barangays can make their own way of helping in the city's branding campaign.

Radaza said the brand colors will be made visible in city streets and public transports, such as tricycles and jeepneys.

Likewise, City Hall's over 3,000 employees will also be changing their uniforms corresponding to the four colors. The police, jail wardens and fire protection officers in the city will be given branding pendants since they are required to wear their current designated uniforms.

Radaza is still contemplating on discussing with the GMR-Megawide officials, who are behind the MCIA's makeover, on the possibility of placing the brand colors in the airport.

Jonji Gonzales of Public Information Office said the city will initiate a full media campaign for the new brand, as well as print collaterals with the tagline. He pointed out that the branding will build stronger identity  of the Oponganons.  (FREEMAN)