Lapu-Lapu City to be rebranded as ‘Historic Resort City’

LAPU-LAPU CITY, Cebu, July 24 (PNA) — Lapu-Lapu City Mayor Paz Radaza said the city, one of the country’s tourist destinations, will be rebranded as the “Historic Resort City” with the tagline “Free yourself.”

Radaza said the rebranding will also be expressed in four tropical colors that will represent the strong identity of the Oponganons (natives of Lapu-Lapu City), namely blue, yellow, green and orange.

These shades, she said, will highlight the city.

She said this is the first time Lapu-Lapu City is embarking on a branding strategy.

“Our goal is to establish our reputation and be known. Since Lapu-Lapu is an international tourism area, it’s easier to describe what Lapu-Lapu is because of our branding,” she said.

Radaza said the city is also banking on its wide assortment of hotel resorts, citing a developer that is expected to build a host of tourism and accommodation facilities.

The renovation of Mactan-Cebu International Airport (MCIA) will also pave way for an expected 10 million tourist traffic in Lapu-Lapu City, she said.

Radaza said the branding is a city-wide effort with island and mainland barangays already starting to do their share in the campaign.

“We keep on discussing with the barangay captains and they will also help the city in branding,” said Radaza.

A contest in the barangay level will be launched where villages can make their own way of helping in the city’s branding campaign.

Radaza said the brand colors will be made visible in city streets and public transports, such as tricycles and jeepneys.

Lapu-Lapu City Hall’s over 3,000 employees will also be changing their uniforms corresponding to the four colors.

The police, jail wardens and fire protection officers in the city will be given branding pendants since they are required to wear their current designated uniforms.

Radaza sais she plans to talk to GMR-Megawide officials, who are behind the MCIA’s P17.5-billion expansion project, on the possibility of placing the brand colors in the airport. (PNA)