Manila, Philippines – Ninoy Aquino International Airport (NAIA), the primary international airport of the Philippines, continues to draw flak after continued public outcry over the lack of sanitary and operational initiatives from the airport to maintain its image.

Initial reports around early March have shown several incidents of pests roaming the airport, from rats to cockroaches. These incidents also follow a recent ranking from the BusinessFinancing.co.uk website, which noted that NAIA is Asia’ fourth worst airport, following Saudi Arabia’s King Abdulaziz International Airport, Kazakhstan’s Almaty International Airport, and Kuwait International Airport.

Following this ordeal, the Manila International Airport Authority (MIAA) has released a statement directed to its housekeeping and pest control service contractors and gave a request for them to perform according to the terms of their contracts with MIAA or suffer getting banned from joining future biddings for such services.

In said statement, MIAA’s general manager Eric Ines convened with terminal administrators, service contractors, and health experts from the Bureau of Quarantine and MIAA Medical to review the current state of sanitation services across all NAIA terminals.

It is also worth noting that following these fiascos, President Ferdinand R. Marcos Jr. had recently signed a PHP170.6b public-private partnership (PPP) modernisation agreement for the rehabilitation. The consortium is composed of San Miguel Holdings Corp., RMM Asian Logistics, Inc., RLW Aviation Development, Inc., and Incheon International Airport Corp.

Moreover, with NAIA set to be operated under the management of San Miguel Corporation, the question is: apart from the promises made by the multinational conglomerate, what does NAIA need to do to improve its brand image at a global level? And how were the social sentiments for these fiascos a lesson for them?

Social audiences are more vocal negatively than media entities

Exclusive data obtained from Isentia and Pulsar TRAC by MARKETECH APAC noted that audiences on social media have negative sentiments far more dominant than positive ones. Data obtained X (Twitter), Reddit, and Facebook at the time saw a 41.8% share in negative sentiment, and 14.1% in positive sentiment. However, it is worth noting that 43.9% of the social media sentiment remained neutral.

Comparing this data from the share of voice from media coverage about NAIA, Isentia and Pulsar TRAC noted that 40.9% of media coverage was positive, followed by neutral (31%) and negative (28.2%).

When asked why both sides had contrasting sentiments, they stated that many of the most engaged articles, such as the story of opening an OFW lounge in NAIA, focused on the announcement of positive changes to site infrastructure. 

However, when the platform shortened the time frame to accommodate only the most recent articles, the mood within the press began to reflect the dissatisfaction felt by audiences. The positive article about the OFW lounge opening remains the most engaging story within March, but almost all the other leading articles dating from March showcase some form of negative story, including the stories about pest infestations at the airport.

“These differences within both the media and audiences emphasise the importance for an institution like NAIA to not treat its audience (or media presence) as a monolith, but rather as something complex and dynamic, which necessitates different messaging to different communities,” Raushida Vasaiwala, vice president of sales for APAC at Isentia commented.

In terms of the share of voice among those in social media, Isentia and Pulsar TRAC noted these three main demographics:

  • Progressive Filipinos – locals aligned with LGBTQ+ causes and other social justice issues, talk particularly negatively about the pest problems, and even link these to corporate shady dealings.
  • Filipino News Followers – this is comprised of journalists and avid followers of official news channels, who share information about pest control, but also about land sales and a broader array of issues. 
  • Young pop music fandoms – these communities include many Filipinos, but also participants from other Asian countries, such as Indonesia and Korea. They express strong fandom in brands such as SEVENTEEN, ENHYPHEN and BlackPink. Their interest revolves around sightings of their favourite artists at the airport – and often opinions on whether the airport authorities managed the situation well or not. 

“Marketing and advertising are band-aids”

In an exclusive interview with Ana Pista, founder and CEO at Ardent Communications, she notes that while marketing and advertising strategies are powerful tools that any brand can use, they only serve as ‘band-aid’ solutions. In the case of NAIA, there should be concrete actions from the new airport management team to resolve these issues.

“Marketing and PR are band-aids, not solutions. They can’t mask persistent problems. A shiny marketing campaign can’t hide dirty restrooms or long security lines. It’ll only erode trust further when the reality doesn’t match the messaging. Also, public trust is fragile. People see through inauthentic efforts. If the core issues aren’t addressed, any positive PR will be short-lived,” she stated.

On the marketing side of things, Pista primarily recommended that NAIA must reposition its brand, adding that NAIA can focus on its strengths – cultural touchpoints, historical significance, or any ongoing improvement projects. She then added that NAIA must create campaigns that will highlight its ongoing improvements.

“[The airport must] develop targeted marketing campaigns showcasing the airport’s ongoing and future improvements. Aim this campaign for business travellers emphasising efficiency and for leisure travellers focusing on cultural aspects of the Philippines,” she said.

Meanwhile, on the public relations side of things, she stated that those in charge should stick to authentic, common-sense PR principles. First, NAIA should be transparent and acknowledge the issues publicly. Transparency builds trust and shows a willingness to address concerns.

“Consistently communicate or share the action plan. Outline a clear action plan to address hygiene and efficiency concerns. Regularly communicate progress updates through press releases and social media. [Moreover], embrace public feedback. Make it easy for the public to give feedback. This shows a commitment to improvement and allows the NAIA people to understand passenger concerns directly,” she explained.

While she is hopeful that this advice would be helpful, she cautioned that while marketing and PR are powerful tools, they can’t exist in a vacuum and that they need first a foundation of improvement.

“For NAIA, addressing hygiene, corruption, and efficiency is critical. Once that happens, effective marketing and PR can amplify the positive changes and rebuild trust with the public,” she concluded.

NAIA must implement a dual approach to improve brand image

Meanwhile, Dean Bernales, founder and CEO of Uniquecorn Strategies, told MARKETECH APAC that NAIA should implement a dual approach: meaning it should first have quick and decisive actions to address immediate concerns like the infestation problem, coupled with long-term strategies to elevate overall operations and services.

“Initiatives include a thorough cleanup and transparent, ongoing communication to rebuild trust; a rebranding effort highlighting upgrades and aligning with international standards to enhance global appeal; active engagement with stakeholders to ensure changes meet user needs; a shift towards digitalisation for real-time updates and transparency; and a focus on environmental and community responsibility to bolster NAIA’s reputation as a sustainable and community-focused entity,” he explained.

Bernales also stressed that amidst multiple negative sentiments the airport is currently experiencing, its airport management must have a comprehensive and multi-layered communication strategy which will transparently benefit all stakeholders, including regular customers and frequent flyers.

“This strategy should focus on providing regular, honest updates regarding the steps being taken to tackle the problem, the progress achieved, and any potential setbacks, as transparency is key to building and maintaining credibility and trust,” he said.

He also added that strengthening customer service channels is essential to efficiently manage complaints and concerns, ensuring that passengers’ voices are heard and their issues are resolved swiftly.

“Public apologies and accountability from the airport’s management are also vital, as they acknowledge the problem and take responsibility, while also detailing preventive measures to avoid future incidents, demonstrating a clear commitment to continuous improvement. Engaging proactively with both local and international media is important to communicate NAIA’s efforts and successes in transforming and enhancing the airport experience, as positive coverage can significantly alter public perception,” he expressed.

Bernales also points out that large entities–such as NAIA–must not only embody the principle that not only addresses the immediate concerns but also pave the way for lasting recovery and improvement. For him, the key to this approach is the expression of sincere regret and empathy towards those impacted by any fiasco, making sure an authentic apology is an initial step towards regaining trust.

“Taking full responsibility for the situation, without shifting blame, is crucial in alleviating negative perceptions and demonstrates a commitment to transparency. Where possible, offering restitution or compensation to those affected underscores a dedication to making amends, whether through direct financial compensation or through pledges to enhance services,” he said.

For NAIA to have a significant impact on its brand image improvement, Bernales notes that they should practice the 4 R’s of crisis management: Regret, Responsibility, Restitution, and Reform. With this, NAIA and other large entities can more effectively navigate crises, thereby minimising the long-term impact on their reputation and seizing the opportunity to foster positive change and strengthen relationships with all stakeholders.

For a final note, Bernales said that brands withholding crucial information or not being transparent about the steps being taken to mitigate the crisis can lead to speculation and mistrust, undermining efforts to rebuild credibility. Moreover, he notes that its vital for brands to value and incorporate feedback from all stakeholders, as neglecting their input can lead to missed opportunities for meaningful engagement and improvement.

“Brands must avoid short-sighted fixes in favour of implementing substantive, long-term reforms that address systemic issues, ensuring that similar problems do not recur. By focusing on transparent, accountable, and genuinely empathetic communication, coupled with decisive action towards resolution and improvement, brands can navigate through crises more effectively, preserving and potentially enhancing their reputation in the eyes of the public and their stakeholders,” he concluded.

Manila, Philippines Uniquecorn Strategies, the Philippines-born PR agency focused on startups, has formally launched its operations in the United Kingdom with a new London office. 

The PR agency will be under the corporate name Uniquecorn Worldwide Limited. In the UK, the agency has already represented event technology startup Tevent and has also worked on a Europe-wide PR remit for Butter, a platform for interactive workshops. With the opening of a local office, the company seeks to expand its services to more startups and technology companies based in the UK.

“Uniquecorn Strategies sees the UK as a strategic gateway to facilitate our ambitious worldwide expansion plan, providing our exceptional PR services to a broader range of startups. We are thrilled to leverage the UK’s growing startup ecosystem and economic progress to extend our successful representation of Tevent and Butter and make a significant contribution to the UK startup community,” said Dean Bernales, the founder and CEO of the company. 

Bernales has recently moved from Manila to London to lead the expansion in the market. Before establishing Uniquecorn Strategies, Bernales held various consultant and leadership roles in award-winning PR agencies worldwide, including Top Agency in the US, Luna PR in Dubai, and Joint in Hong Kong. He brings with him nine years of experience working with global brands across the technology, entertainment, and web3 verticals; and within this, have served several Singapore-based PR agencies, such as Pinpoint, Flame Comm, Precious Comm, and Grow.

In the Philippines, the PR agency has also strengthened its local operations by adding two accomplished media industry professionals to its advisory board. 

Joining the team are RJ Ledesma, a seasoned marketing expert, serial entrepreneur, and Consul of Monaco to the Philippines; and John Aguilar, a serial entrepreneur, best-selling author, and founder and host of CNN Philippines’ The Final Pitch. In their advisory roles, they will be offering support and strategic guidance to the company.

“As a fast-growing PR firm, we are fortunate to have RJ and John, two accomplished media industry veterans and serial entrepreneurs, on our advisory board. Their expertise will prove to be invaluable as we strive to achieve our business objectives and foster the growth of our company. Their strategic guidance and valuable insights will enable us to navigate the intricacies of the media industry and make informed decisions that drive growth and success,’ Bernales explained.

Founded in 2021, Uniquecorn Strategies has been on a fast growth trajectory, securing major projects with notable names in the local startup space such as Tier One Entertainment, Shoppertainment Live, PDAX, and Great Deals E-commerce Corp. 

The year after, it launched Blockceler8, the firm’s PR practice catering to web3 brands.

Manila, Philippines – Uniquecorn Strategies, a PR agency based in the Philippines, has launched a new PR and marketing arm called ‘Blockceler8’, as part of a larger effort to expand its offering focused on blockchain, crypto, NFT, Web3, GameFi, and Metaverse projects.

The new marketing arm began operations with a focus on communications and marketing for cryptocurrency businesses. It employs engaging long-term marketing practices to bring cryptocurrency and blockchain technology to the forefront.

Additionally, Blockceler8 offers services that revolve around educating the audience, including full-stack public relations services, thought-leader marketing, commentary, content marketing, and branding. The agency also provides social media and forums management.

Uniquecorn Strategies said that its genuine interest in disruptive technology motivates its team of marketing experts to employ engaging strategies that will allow companies to reach more customers, partners, investors, and other stakeholders. The power of storytelling is central to the growth of its clients, and it wanted to bring this to its existing web3 clients, such as Tetrix Network, Moneybees, and The Mega Maxi, which will be transferred under the management of Blockceler8.

Dean Bernales, CEO and managing director of Uniquecorn Strategies, said, “The blockchain space is fueled by innovation, so as much as we like to be tech-savvy, we still want to keep its human element. Blockcele8 uses the power of information and persuasive communication to relate crypto to the masses.”

Moreover, Uniquecorn Strategies has promoted co-founder Irene Manansala as its new associate director, a step up from her position as public relations manager. In this new role, Manansala will be leading all Uniquecorn Strategies’ communications, including building the company’s reputation, managing client relationships and long-term partnerships, and developing sustainable communication strategies.

Manansala brings nearly seven years of experience working in advertising and PR to the company. She has worked with companies across various sectors, managing their projects, events, campaigns, and relationships with clientele including Johnson & Johnson (Johnson’s Baby line, Modess, Trade & Marketing, Shopper Marketing, and Retail), Janssen Pharmaceuticals, Sanofi-Aventis Philippines, Cignal TV, TV 5 Network, and Reckitt Benckiser Philippines, as well as Mead Johnson, and Petron Corporation, amongst many others.

On her appointment, Bernales commented, “Irene’s extensive communication experience with a very open and collaborative approach to team building and management is something that is necessary and of great importance, as we execute on the next chapter of our company’s future.”

Manila, Philippines – Public relations agency Uniquecorn Strategies has announced that it has nabbed new clients across Southeast Asia and in Europe.

They are retained as the agency of online casino M88 Mansion, where they will be providing traditional and digital PR support. In addition, they also secured a year-long retainer partnerships with cybersecurity testing platform Secuna and with the Subdivision and Housing Developers Association, Inc.

Uniquecorn Strategies has also signed in ad hoc project-based clients, including Denmark-based virtual collaboration platform Butter and UK-based Tevent, a technology platform for virtual events.

Lastly, the PR agency has also renewed its exclusive year-long contract with Philippine-based global education technology business CloudSwyft Global Systems.

Irene Manansala, public relations manager at Uniquecorn Strategies, said that the team is looking to expand its client partner list continuously while empowering start-ups and small and medium-sized enterprises (SMEs) through media publicity.

“We are off to a great start this year with these new account wins. Uniquecorn Strategies is always looking for opportunities to empower start-ups and support our clients’ business growth by providing them the right media platform to deliver a cadence of high-quality content– engaging their target customers, business partners, and investors,” Manansala said.

She further added that their approach is a merger of strategy, creativity, and innovation anchored with data and analytics, tailored fit for future unicorns.

“We are extremely grateful to our current clients and prospects who trust us with our best-customised communications solutions in the new normal. Our vision is to be a sounding board for our clients and to build the reputations of the future UNIQUEcorns,” Manansala concluded.