TFC’s 20th Anniversary Campaign Wins At 14th Philippine Quill Awards

ABS-CBN Corporation recently received the most number of awards a total of 12 at the recently held 14th Philippine Quill Awards and ABS-CBN The Filipino Channel (TFC), the leading Filipino news and entertainment subscription channel in the world, represented by winning an Excellence Award for its TFC 20th Anniversary Campaign “Galing ng Filipino, Ituloy Mo”, at ceremonies held at the Marriott Hotel in Pasay City, Philippines.

The Philippine Quill Awards, presented by the International Association of Business Communicators (IABC) Philippines, is the country’s most prestigious and comprehensive awards in business communication. IABC Philippines is the first chapter outside North America of the international IABC, a global network of 15,500 business communicators in 80 countries. The IABC presents the Gold Quill Awards, considered as the global standard in business communication.

The TFC 20th Anniversary campaign was kicked off in April 2014 in a grand community gala and show at the Santa Clara Convention Center in California that celebrated the network’s journey of two decades with the overseas Filipinos. Gracing the event were pioneers of TFC who trail blazed the beginning and phenomenal growth of the channel from the U.S. to the whole world.

The hallmark of the TFC 20th Anniversary campaign was its station ID with the same title, featuring the performance of Mr. Pure Energy Gary Valenciano with his son, Gab Valenciano. “Galing ng Filipino, Ituloy Mo” is a composition of Jonathan Manalo with additional lyrics from Integrated Marketing Communications Creative Director Jay Santiago and Global Marketing Head Pam Castillo and with musical arrangement from Gab. The collaboration was key because it spoke of how the Filipino first and second generations can work together to communicate this greatness and propagate the Filipino heritage.

Aside from television, the campaign reached the overseas Filipino audience through its components that creatively conveyed the key traits that make the Filipino stand out:

heroism (tulong sa pagbangon); dauntlessness (pagpupunyagi); brilliance (talino); faith (pananampalataya); dependability (maasahan); pride (dangal); resilience (tatag ng loob); kindness (kabutihan); diligence (sipag); fun-loving (pagiging masiyahin); katapangan (courage); and love of family (pagmamahal sa pamilya).

These values were put into messages that were spread through TFC’s platforms from internet protocol television (IPTV), satellite, cable, mobile and online (TFC.tv) in key regions across the world – North America, Europe, Middle East, Africa and the rest of Asia, including engagements with the Filipino communities.

In July, the journey of TFC and the campaign reached new heights as Valenciano surprised passengers aboard a PAL flight to Manila with a musical performance, symbolizing how TFC indeed accompanies kababayans in their journey overseas, from departure to their homecoming.

The journey of the campaign took various routes as Valenciano spearheaded TFC’s most well-known events in 2014: from the kick off of “ASAP 20” Live in Dubai in January to “ASAP 20” Live in Los Angeles in September, and to Filipino community events in London, Australia, Hong Kong, Japan, Guam and Singapore.

Other key components include the commemorative album that was given as a gift to new subscribers. On top of these efforts, TFC also launched the Galing ng Filipino dance moves, encouraging all Filipinos to participate via dance.

In 2015, the campaign’s inspiring message spun into the year’s theme “Galing ng Filipino,” speaking to second generation Filipinos all over the world.

According to Kane Choa, President of the IABC, “Winning a Quill equates to the best standards of the communication industry. Passing the nomination alone means that the entries passed the acid test. But winning an award, seals the entry’s adherence to the standards of communication excellence.”

Representing TFC in the 14th Quill Awards were Santiago and Customer Relations Management Head Allesandra dela Cruz – Benedicto.

This year, as it celebrates its 22nd year of service, TFC continues to pursue its mission to highlight the Filipino galing through its content and value-added services as it explores more ways to reach Filipinos worldwide.