Insider Spotlight
Why it matters
In a market where price wars and network expansion often dominate headlines, branding has become a critical differentiator. By commissioning original music, both airlines are signaling that emotional storytelling and cultural relevance are now central to how they compete for loyalty.
The big picture
Gokongwei family-controlled Cebu Pacific released on Tuesday, Feb. 3, 2026 the official music video for its 30th anniversary original soundtrack, “Where Dreams Fly,” performed by Filipino pop and alternative rock band Over October. The song leans heavily on Original Pilipino Music, aligning the low-cost carrier with accessibility, optimism, and the aspirations of everyday Filipinos.
Lucio Tan-controlled Philippine Airlines, meanwhile, unveiled last month a new song composed by composer Louie Ocampo to coincide with the arrival of the region’s first Airbus A350-1000. Framed as a tribute to its 85-year legacy, the track positions the flag carrier as both a national symbol and a bridge between the Philippines and the world.
What they’re saying
“This song is our love letter to all dreamers, reassuring them that Cebu Pacific will always be here as they take a step towards their dreams,” says Candice Iyog, CEB chief marketing and customer experience officer. “Whether you’re flying to your dream destination, dream job, or dream adventure, Cebu Pacific will take you there. As the lyrics go, ‘Liliparin natin and mundo, ikaw at ako.’”
Between the lines
While both airlines are using music, their approaches highlight contrasting brand strategies. Cebu Pacific’s OPM collaboration emphasizes relatability and mass appeal, reinforcing its mission to make air travel accessible. Philippine Airlines’ orchestral composition underscores heritage, pride, and premium positioning, anchored by its fleet modernization.
What’s next
Cebu Pacific has made its anniversary song available across Apple Music, Spotify, YouTube, and Facebook, signaling an intent to reach younger, digitally native audiences. PAL’s music video, tied closely to its new widebody aircraft, reinforces its message of flying with heart as it modernizes operations.
As competition intensifies, the duel between PAL and Cebu Pacific is no longer confined to the skies. It is now playing out in playlists and music videos, where brand loyalty is shaped not just by where airlines fly, but by how they make passengers feel. — Daxim L. Lucas | Ed: Corrie S. Narisma
