From the chief
1
BRIDGING
THE ISLANDS,
BUILDING A
NATION
Lance Gokongwei
CHIEF EXECUTIVE OFFICER
SMILE
is published on behalf of Cebu Pacific Air by Ink Publishing Pte Ltd • 51 Changi Business
Park Central 2, The Signature #04-11A/12, Singapore 486066 • tel: +65 6324 2386 • fax: +65 6491
5261 •
•
MCI (P) 154/06/2015
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ADVERTISING
Group Publisher
Mohan Gopal
Advertising Manager
Bong Dy-Liacco
Senior Brand Manager
Andrew Lugtu
Brand Managers
Blessing Dizon, Nastassja Lacsamana
Digital Sales Manager
Nerisse Mandigma
Commercial Director
David Bloomfield
Tel:
+65 6324 2386
Email:
INK
Managing Director
Hamish McDougall
Chief Finance Officer
Jim Campbell
Chief Executives
Michael Keating and Simon Leslie
I’ve often spoken of the founding objectives of Cebu Pacific — to
democratize air travel in the Philippines and make flying accessible
to every Filipino — as a reminder to ourselves of our mission as a
company, and as a means of refining and articulating the airline’s
ever-evolving role in nation-building.
For better or for worse, the Philippines is a deeply splintered
archipelago, and in the early years of the airline, our role was to
bridge the distance between islands through air travel, at a very
low cost. Within a few years, Cebu Pacific changed the domestic
landscape —more people could afford to fly, and more places were
within reach because they were within our radar. Low fares also
reshaped local travel habits: more people were able to go places
simply because they wanted to, and not just because they needed to.
This new sense of movement fed a culture of curiosity about places
beyond the obvious, a curiosity that could happily be quenched
with an affordable air ticket.
Nearly 20 years later, Cebu Pacific’s network has expanded to
34 destinations within the Philippines, and 28 destinations in
Asia, the Middle East and Australia. As we continue to grow, we
acknowledge a new layer to our role — that of a global Filipino
airline whose flying public includes not just Filipinos flying
domestically and abroad, but also hundreds of thousands of
travelers from every corner of the globe eager to discover the
Philippines. This is a fact that has informed many of our roadmaps
to the future, and it continues to hold sway over a number of efforts
we are currently undertaking to level up. Our rebrand, into which
we give you a behind-the-scenes look on page 58, is only the first
step. We are proud and honored to be playing such a vital part in
the continuing story of Philippine
tourism, and to nation-building
as a whole. We are Cebu Pacific,
and we are very happy to serve all
of you.
