Case Study: Cebu Pacific achieves international media visibility and actionable PR insights with Meltwater

Cebu Pacific - Customer Case Study

Cebu Pacific is the Philippines' leading low‑fare airline, founded in 1996 and serving 34 domestic and 18 international destinations; by March 2022 it had carried 200 million passengers. The airline's Communications team was effective at generating press coverage but lacked visibility into international media pick‑ups, sentiment, competitor coverage and the overall effectiveness of its PR outside the Philippines.

Cebu Pacific adopted Meltwater to monitor global media mentions, share of voice, location and sentiment, and to compare competitor coverage. The platform enabled easy, accurate reporting (including manual sentiment adjustments), weekly dashboards for Marketing and Customer Experience, and clearer measurement of media outreach and PR impact across markets.

Cebu Pacific

Carmina Romero

Corporate Communications Director