Published on
February 3, 2026
A bold tourism promotion that projected the Philippines onto the façade of Dubai’s Burj Khalifa has earned dual Silver recognition at the 61st Anvil Awards, reinforcing the country’s growing presence in high-impact global destination marketing.
The campaign, delivered by Cebu Pacific in partnership with international marketing firm NPM Group, was recognised in the categories of Arts and Culture, Heritage and Tourism, and Best Use of Influencer Marketing. Announced on 30 January 2026, the awards acknowledged the campaign’s ability to merge spectacle, strategy and measurable performance within a single, globally executed initiative.
At the heart of the project was an unprecedented light and sound activation on the world’s tallest building. The Burj Khalifa was transformed into a moving visual narrative highlighting Philippine destinations, culture and travel experiences. Positioned in one of the world’s most internationally visible cities, the activation introduced the Philippines to a diverse audience of residents, visitors and digital viewers across multiple continents.
The activation represented a landmark moment for Philippine tourism branding. Cebu Pacific became the first Filipino company to mount a Philippine tourism-themed presentation on the Burj Khalifa, elevating national destination marketing to a scale typically dominated by global governments and multinational brands. The decision to use the iconic structure reflected a strategic focus on visibility, memorability and global relevance.
Rather than functioning as a standalone event, the Dubai activation anchored a broader, highly integrated communications programme. A quad-media rollout ensured consistent exposure across broadcast, print, online and social platforms, allowing the campaign to maintain momentum well beyond the physical display. Digital amplification played a central role, enabling international audiences to engage with the campaign regardless of geography.
Community and diplomatic activations were layered into the strategy to strengthen credibility and cultural connection. These initiatives targeted overseas Filipino communities and tourism stakeholders, reinforcing the Philippines’ identity as both a leisure destination and a country with a strong global diaspora. The approach helped position the campaign as a blend of national storytelling and commercial tourism promotion.
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Livestreaming extended the reach of the Burj Khalifa display far beyond Dubai. Real-time broadcasts allowed audiences worldwide to witness the activation as it unfolded, turning a location-based experience into a shared global moment. The livestream component also generated sustained engagement across social platforms, increasing campaign longevity and shareability.
Commercial outcomes were built directly into the campaign design. A coordinated seat sale promotion ran alongside the brand activity, linking destination inspiration with immediate booking opportunities. This integration of storytelling and sales helped convert awareness into action. Performance data submitted for awards evaluation showed a double-digit rise in international passenger volumes, highlighting the campaign’s effectiveness in driving demand.
Influencer engagement formed a major pillar of the campaign’s outreach strategy. A wide spectrum of content creators, including travel, lifestyle, culture and entertainment voices, as well as members of the Filipino diaspora, was activated across the Gulf region and the Philippines. The strategy deliberately combined high-reach personalities with niche influencers to balance scale and authenticity.
Influencer content was woven into a broader public relations and media framework rather than treated as a standalone tactic. This allowed for consistent messaging while giving creators flexibility to tailor stories to their audiences. The integrated execution was recognised by Anvil Awards judges for delivering strong engagement while supporting brand and business objectives.
The Anvil Awards, organised annually by the Public Relations Society of the Philippines, are widely considered the country’s highest benchmark for excellence in public relations. Campaigns are evaluated on strategic clarity, creativity, execution discipline and measurable results, including reach, engagement and impact on brand performance.
For NPM Group, the dual Silver recognition underscored its role in executing internationally competitive tourism campaigns. The company manages a portfolio of more than 60 Philippine brands and operates across global multimedia and marketing communications markets, with a focus on tourism, industry and investment promotion.
More broadly, the Burj Khalifa campaign illustrates how destination marketing is evolving in response to changing traveller behaviour. As global audiences become more selective and digitally driven, traditional advertising alone is no longer sufficient. High-impact experiences, immersive visuals and integrated digital strategies are increasingly essential to capture attention and influence decision-making.
By combining an iconic global landmark, multi-platform execution and performance-focused design, the campaign demonstrated how Philippine brands can operate confidently on the world stage. The dual Silver awards signal a growing sophistication within the country’s tourism and aviation sectors and reflect an ambition to compete alongside leading international destinations.
As global travel continues its recovery and destinations intensify competition for travellers, the campaign’s success at the Anvil Awards highlights the Philippines’ ability to deliver bold, globally resonant tourism marketing that drives both visibility and results.
