Telecommunications juggernaut PLDT Inc. said tapping beauty queens is an effective way of developing a strong branding position to ensure strong customer loyalty.
Andrew Santos, PLDT first vice president and head of consumer marketing, said the company has gotten a warm response from the local market since the organization partnered with the Binibining Pilipinas Charities Inc. in 2014.
He added that the business alliance enabled the brand to gain more exposure both in the local and foreign markets, especially when the Philippines hosted the Miss Universe competition in 2017.
In this regard, Santos said PLDT has consistently supported outstanding and inspiring Filipinas who have made an impact in the international stage like the Miss Universe contest. “PLDT supports world-class Filipino talents and we take pride in the achievements of outstanding Filipinas like Miss Universe Catriona Gray. Together with Binibining Pilipinas Charities Inc., we continue to support them in their mission to bring pride to the country and help uplift the lives of Filipinos through service and nation-building,” he said in a press statement.
On February 22 Gray was given a warm welcome by PLDT officials and employees led by its chairman Manuel Pangilinan when she paid a courtesy call, a tradition that has been carried on since 2014, when PLDT Home and Binibining Pilipinas Charities Inc. first forged their fruitful partnership in support of outstanding and inspiring women who make an impact in the international stage.
In 2017 when the Miss Universe pageant was held in the Philippines, Santos said PLDT Home Fibr was at the forefront of the international event. He added that Pangilinan played a major role to enable the country to host the beauty pageant in 2017.
As a result, Santos said PLDT and Smart provided fixed broadband and mobile connectivity to power up the Miss Universe pageant.
Santos said PLDT has made it their commitment to sponsor major Binibining Pilipinas events and had been engaging most of the beauty queens and their respective courts as PLDT Home brand ambassadors. As such, PLDT and the queens have both been reaching out to Filipinos from all walks of life spreading cheer and goodwill all over the country.