Seat sales have long been a strong equity of Cebu Pacific, as the airline that offers low airfare
prices to various destinations. However, other airlines have started offering competitive sale
prices, giving flyers more options and affecting Cebu Pacific flyers' loyalty. With travel opening
up again in 2022 after the pandemic, and with airline prices at parity, there was no assurance
that flyers would choose Cebu Pacific. This prompted Cebu Pacific to focus on its 2M flyers
strong community, MyCebuPacific members, by playing up on its flyers’ historical travel data to
create engaging customized content and offers that would aid in driving brand loyalty,
prompting travel preference for the airline in the coming new year.

Cebu Pacific has connected with Filipinos through humor, pun and wordplay. Also, Filipinos
love to have their fortunes told. Merging these two powerful local contexts, the Cebu Pacific
Tara Cards were created, combining Tarot Cards and “Tara”, the Tagalog word for ‘let’s go’.
60-plus Tara Card designs were crafted, showcasing cultural attractions and famous landmarks
in all Cebu Pacific’s destinations!

As year-ender emails allow Cebu Pacific to connect with their audience and develop
membership engagement, Tara Cards were shared to MyCebuPacific members. Using our loyal
flyers’ travel history data, a personalized email served flyers a spread of Tara Cards presenting
their previous flights and trips with the carrier. With the same data, their destination ‘fortunes'
were presented based on their past flights, enticing them to fly again with Cebu Pacific. Some
travel fortunes came true for those who filled up the survey, with select winners scoring free
roundtrip tickets!

Travel influencers were also given actual decks of Tara Cards to promote the campaign on
various social platforms. CEB’s top travel influencers via their very own CEB Moment Makers
were tapped to organically publish their own Cebu Pacific Tara Cards content on TikTok and
Instagram, achieving 16,600 organic likes on day one. The travel survey was completed ten
times more than past efforts, giving almost 40,000 flyers a chance to win for a free trip.
The engagement component via the survey achieved tenfold our total number of target raffle
entries earned even in past promos, receiving a total of 34,919 raffle entries versus previous
year’s 3,458, showing our members’ eagerness to travel. With an email click rate of 3.85%
versus target of 1.5%, plus an open rate of 30% over the target of 22%, there was almost a
400% increase in people planning their future travels with Cebu Pacific for the coming year.