Baguio launches #breatheBaguio brand to revive its tourism industry

Baguio City, Philippines — The City of Baguio officially launched on Wednesday, September 8, its #breatheBaguio tourism marketing brand during the celebration of the 112th Baguio Charter Day Anniversary at the Baguio Convention Center.

The new tourism marketing brand was crafted through the efforts of the city tourism and special events division, Baguio Tourism Council, Baguio Creative Council and other partners from the creative sector, PIO Baguio said.

According to Engr. Aloysius Mapalo, the brand’s creation is inspired by the city’s multicultural history, in which, before it was developed by the Americans into a hill station for rest, recreation and wellness, then having it transformed to its current state—a bustling highly urbanized melting pot of various culture, it was at first an Ibaloy Rancheria.

Mapalo explained that the “breathe” signifies a relaxing feeling or being able to breathe when in Baguio.

The slogan and logo will be displayed in posters, merchandise and other promotional materials bearing the brand, Mapalo added. These were previously presented to the city council for approval.

Taken into consideration for the tourism brand were historical and cultural references, city and people's identity, and target market.

Meantime, Mayor Benjamin Magalong in a statement said that the brand aims to instil “public consciousness of a creatively designed and iconic inspired Baguio cultural identity.”

He said that “it’s a destination branding project that strives to profile Baguio and present who we are – an endearing haven where we nurture breathing space for body, mind and spirit, living a life reflective of our amazing culture and history.”

The branding is one of the city’s efforts in reviving tourism industry as this sector is one of those heavily impacted by the Covid-19 pandemic.

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