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Destination for good life, best food: Pineda seeks new ‘branding’ for Pampanga tourism

Aug 25, 2017 @ 12:42
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The provincial government is working on its tourism brand to strengthen the foothold of Pampanga as a premier destination for a “good life” and best food.

Governor Lilia Pineda has created a technical working group (TWG) to craft the province’s branding as a destination for good life and best cuisine to promote tourism in the province.

Lord Francis Musni, a local historian and consultant of Heritage Museum, is a member of the TWG and he already has an idea on a sustainable and focused branding theme.

“We will be capitalizing on the unique experience that Pampanga has to offer, not only to Pampanga, not only to the region, to the Philippines and to the world. For the longest time, we are the oldest province since 1571 but for the longest time, we’re just a stopover, pit stop for comfort room stops, for buying ‘pasalubong’ (souvenirs). If you get hungry along NLEX, they don’t really stay. But Pampanga has a lot to offer. In short, Pampanga will be coming out to become one of the viable places for people to enjoy the good life. We will be repackaging Pampanga as a destination for a good life,” he said in an interview on Thursday.

Musni added the central theme of the brand highlight food as Pampanga is known as the “Culinary Capital of the Philippines.”

“Central idea will be food because we can brag about it and we can get away with it because we know we have a very discriminating taste and this will work with food being the central theme. We would also be capitalizing on other good things that we have: efficient transport service, our synergy of roads, our connectivity to the airports and the ports and our hospitality as a people,” he said.

Aside from the tourism seal, the TWG is also working on the branding system for Pampanga-made products.

Board member Anthony Joseph Torres, chairman of the Committee on Trade, Industry, and Commerce, said that product branding would raise the quality and marketability of local products.

Torres said a team from the TWG would receive, evaluate and accredit applications for both products and producers in the province.

Once accredited, the product would bear the “Quality Seal” or the registered logo of the province on their packaging, he said.

Provincial tourism officer Arwin Lingat said the provincial tourism brand will be launched in December to coincide with the celebration of Pampanga Day. (PNA)

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