Fly high, our Phoenix Adarna!

Published June 24, 2022, 10:00 AM

by Jules Vivas

Homegrown airline and international gaming company collaborate on a one-of-a-kind project shining the spotlight on Florante & Laura’s epic songbird

ADARNA RISING Illustration from PUBG Mobile

Cebu Pacific (CEB) Air operated a mobile game-themed flight to introduce Tencent Games’ Player Unknown’s Battlegrounds (PUBG) latest IP, Phoenix Adarna.

A first-of-its-kind in Southeast Asian aviation history, in-flight experiences, as well as airport experiences, feature Adarna-inspired costumes, trivia games, and giveaways. The flight replicates the adventures of Florante, the hero who embarks on an arduous search for the famed songbird.

In the virtual world, meanwhile, players of the battle royale mobile game can take on a series of heroic missions inspired by the Philippine mythological bird Adarna, a winged creature able to heal any ailments. 

Gamers must complete missions within a time limit to unlock rewards or purchase in-game currency to become invincible like the magical bird from the Philippine epic. Eye-catching in-game items like the Agent Phoenix Set backpacks, a frame, parachute, and even a buggy are also available. In the bright plumage of the bird of epic, these in-game items are available until the end of the month.

“We are excited to create this one-of-a-kind experience for our passengers, and the PUBG Mobile gaming community. As a proudly Filipino carrier, we continue to look for fun ways to promote Philippine culture and tourism. We anticipated this to be the first of several collaborations with industry partners such as Tencent Games,” says Candice Iyog, CEB vice-president for marketing and customer experience.

‘Ibong Adarna, our country’s very own phoenix, symbolizes hope and rebirth and holds a significant place in Philippine literature.’

Senior business development manager for PUBG Mobile Philippines Benj Dalmacio echoes this excitement for this special collaboration in the Philippines and Southeast Asia. “In PUBG Mobile, we continue to make the game relevant to our target audience—young adults. Ibong Adarna, our country’s very own phoenix, symbolizes hope and rebirth and holds a significant place in Philippine literature,” he says. “We are proud for our platform to become a place of appreciation and learning of Filipino culture as well as helping in promoting the Philippine tourism industry. We are honored to partner with the country’s leading airline as they recognize the growing gaming community and live up to their fun brand.”

Representing PUBG Mobile and CEB as the official campaign ambassadors are gamers and video creators Rojean Delos Reyes and Dexie Diaz. Both famous in the gaming circle as adventurous and passionate young ladies, they embody the fiery spirit of the Adarna.

Throughout the month, CEB will blast a special seat sale exclusively communicated to the Filipino gaming community. Free domestic and international round-trip flights will also be raffled.

Adarna-inspired skin from PUBG Mobile

Tourist destination favorites, Cebu and Boracay, will be the venue of offline events. There will also be a pop-up gaming truck deployed for a battle royale game with the top PUBG Mobile players as well as for meet-and-greets.

Boracay will also become the nesting place of Adarna, with tourists spotting from afar tour boats, parasails, giant sandcastles, beach flags, kayaks, and gliders bearing the theme.

CEB continues to offer its guaranteed low fares to stimulate travel across its domestic network, the widest in the country, with multiple flights to top Philippine destinations, including Boracay and Cebu, where the airline flies as often as 16 times daily from Manila. It continues to implement a multi-layered approach to safety, while it operates with a 100 percent fully vaccinated crew, 95 percent of whom have been boosted to guarantee safety and convenience for both crew and passengers. 

PUBG Mobile is on the app store and Google playstore. |