PAL fires the heart for the brand by going beyond influence
In an age of speed and chaos, Philippine Airlines (PAL) rose by leaning into heart and humanity — championing slower, more intentional travel that supports people, places, and purpose. Beyond simply highlighting amazing destinations, PAL highlighted the art of chillfluence, rooted in Filipinos’ desire for slower, more meaningful travel.
PAL made the conscious choice to lead with empathy, care, and a deeper sense of hospitality, earning significant gains in sentiment and brand love across consumers, countries, community, and crew.
REBELLION
enabled by heart x tech on social
PAL bravely championed heart even when competitors aggressively pushed low-cost flights and followed each other’s strategies. Heart translated on social in two emotionally intelligent pillars:
Emotionally attuned with heartfelt national identity: No other airline tapped so deeply into Filipino warmth and hospitality in its social storytelling. Warmth not just from the crew but from a mindset of wellness & slow living that drove the brand’s social tone, ensuring every content is made meaningful, thoughtful and intentional – filled with heart.
Emotionally omnipresent with CX tech synergy: Beyond meaningful stories, social encounters and conversations are made more intentional and personal. With the integration of Salesforce and SVEN MAX Profiles (SVEN’s social listening AI tool), social for PAL is no longer a brand-builder but an experience-driver, impacting perception and even conversion.
EMOTIONAL ATTUNEMENT
highlighting wellness & slow living
Pause & Ponder Content Series
Pause & Ponder is Philippine Airlines’ original introspective content series focused on rest and relaxation in audio-powered executions. These highly aesthetic reels that highlight stunning views and peaceful, ASMR nature sounds allow travelers to appreciate travel for what it’s meant to do: a chance to slow down and heal from the stresses of the hustle and bustle.
Let Change Take Flight
Understanding the extent of environmental problems can be discouraging, often leading to feelings of helplessness. With so many ways to contribute, it can be overwhelming to know where to start or what to focus on. But PAL shows travelers that even small steps can count.
In partnership with Mastercard, PAL’s Let Change Take Flight is an advocacy initiative that emphasizes the power of individual actions to create a positive impact, no matter how small they may seem.
It starts with something every PAL traveler is already doing: booking a flight. And with every flight booked made using Mastercard, PAL plant a tree with Priceless Planet Coalition – ensuring travelers that they, too, can make a difference with a small action.
Heart to Travel Content Series
Filipino travelers are embracing the heart to travel – seeking a deeper, more meaningful connection to each destination. They’re all about traveling with intention and seeking authentic experiences that resonate with the soul.
The Heart to Travel series aims to meet this emerging demand by inviting travelers to immerse themselves beyond what postcards offer. Through a series of engaging content and enticing deals in partnership with tourism boards around the globe, PAL showcases the deeper stories behind each captivating place they visit.
Breathtaking Encounters
Breathtaking Encounters is Philippine Airlines’ original social content collection, showcasing the most extraordinary experiences and sights around the world that are truly worth the journey.
Championing the Heart of Care
PAL doesn’t just highlight travelers – they also put the spotlight on their crew. Championing the Heart of Care crew and community-focused content that highlights the wholehearted service and care that PAL is known for and sets it apart from other local carriers.
EMOTIONAL OMNIPRESENCE
building & engaging with communities across digital
PAL engages with the travel community, both local and international, through iconic community management wins – ensuring presence across online spaces through trendjack responses and agile moment marketing.
RISE (Tangible Brand Impact)
brought by Real Brand Love
Social-led elevated connection & preference
PAL proved that preference can be earned di fferently — showing that in a price-driven market, wellness, purpose, and connection can be just as powerful drivers of choice as cost and speed.
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ENGAGEMENT TO FOLLOWER RATIO
FB: 5.7% VS QATAR 1.1%
(top performing airline on social)
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CONTENT BUCKET ENGAGEMENT RATE
Mindfulness-led bucket outperformed superiority and sale content in E.R.
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MOST PREFERRED BRAND IN SEA
2025 Flyer’s Choice Awards by AirlinesRatings.com
