Icon International adds Cebu Pacific

The independent strategic communications consultancy will cover media relations and support Cebu Pacific’s marketing initiatives in Singapore.

The agency’s current clients in the travel, tourism and aviation portfolio including Boeing, Expedia, Garuda Indonesia, IATA, ITB Asia, Hilton Worldwide and Lufthansa.

Candice Iyog, vice president for marketing and distribution, Cebu Pacific, noted that Singapore is one of its major international growth markets.

“We will be working with Icon’s specialist travel team to help differentiate us from our key competitors, and communicate our trademark low fares and fun culture,” she said.

The airline is steadily increasing its brand awareness and market share. It currently serves three direct flights from Singapore to the Philippines, with 32 weekly flights from Singapore to Manila, and daily flights from Singapore to both Cebu and Clark.

John Bailey, managing director of Icon International, said Cebu Pacific has an enviable reputation of being one of the world’s most successful and profitable low-cost airlines despite the increasingly challenging operating environment.

“Our task is to communicate the airline’s fantastic corporate story, showcase its value-for-money products and encourage Singaporeans to explore the exciting destinations the airline flies to,” he added.

Other clients of Icon International are adidas, Arup, Bridgestone, DHL, Intuit, Jebsen & Jessen, Siemens and Wildlife Reserves Singapore.