City launches #BREATHEBAGUIO branding

03 September 2021 – The Summer Capital officially launched its #breatheBaguio brand during the 112th Baguio Charter Day Anniversary at Baguio Convention Center with Tourism Sec. Bernadette Romulo Puyat, Mayor Benjamin Magalong, Rep. Marquez Go and other officials and guests.

This year’s celebration theme is, “Moving Forward As One”.

The city tourism and special events division under Engr. Aloysius Mapalo spearheaded the formulation of the brand in collaboration with the Baguio Tourism Council, Baguio Creative Council and other partners from the creative sector. 

Mapalo said the #breatheBaguio brand is inspired by Baguio’s history that was formerly an Ibaloy Rancheria that was then transformed by the Americans into a hill station for rest, recreation and wellness, then to what it is now – a bustling highly-urbanized melting pot of various cultures.

The “breathe” denotes a relaxing feeling or being able to breathe when in Baguio that is also popularly known as the City of Pines, he explained.

Mapalo said they also came up with a slogan and logo that will be used in posters, merchandise and other promotional materials bearing the #breatheBaguio brand.

These were earlier presented to members of the city council for their approval.

The Mayor said the brand project seeks to inculcate public consciousness of a creatively designed and iconic inspired Baguio cultural identity.

“It’s a destination branding project that strives to profile Baguio and present who we are – an endearing haven where we nurture breathing space for body, mind and spirit, living a life reflective of our amazing culture and history,” he said.

The branding is part of the city’s tourism revival efforts as it continues to grapple with the ongoing coronavirus 2019 pandemic with the tourism industry among the sectors most heavily affected.-Gaby B. Keith