CEBU BOARDWALK MARKETING KIT

This is the original 2005 Marketing Kit write-up as conceptualized by my good friend Yvonne Gomos:


Cebu beckons

Cebu, an island in the Pacific, is one that exudes vibrancy and pulsates with life. Cebu successfully blends tradition and modernism in a bustling metropolis.

Cebu is a favorite shopping, recreation, relaxation, and wellness destination. The cosmopolitan nature of the population, as reflected in the malls, restos, cafes, and clubs, offers an exciting choice of dining, entertainment, and leisure.

Cebu is an ideal investment location with its diverse set of supporting industries and well-placed and balanced infrastructure developments. It has all the ingredients necessary to be competitive and sustain investments---a high quality of life; a strategic location at the center of the Asia-Pacific Region; renowned investor-friendly atmosphere; salient economic activities; a quality pool of educated, young, versatile, and English-speaking human resources; and a high standard health care and state-of-the-art medical facilities.

Having one of the best records for peace and order in the country, Cebu is the commercial and business hub and the tourism gateway for the Central and Southern Philippines. Cebu’s International Airport in Mactan Island facilitates comfortable and easy movement for both international and domestic travelers. The number of weekly international flights to and from Mactan is constantly increasing. At present, Cebu has regular direct international flights to the following destinations: Narita, Hongkong, Singapore, Seoul, Kota Kinabalu, and Qatar. There are also chartered and extra flights to the following: Nagoya, Incheon, Kansai, Kaoshiung, and Taipei. Direct international flights to Guam, Bangkok, and Kuala Lumpur will soon be opened. Cebu is the most accessible and visited place in the Philippines, with more domestic air and sea linkages than Manila.

Cebu is a favorite international and domestic tourism destination with its year-round abundance of sunshine and smiles, world-class resorts, and hideaways one can call his own version of paradise. The top five visitors, 2000-2005, by country of residence are Japan, Korea, USA, Taiwan, and Hongkong. Japan, in particular, has been consistently the largest source market for the past ten years, averaging 27% to 30% share of total visitor arrivals. With a Cebu Plus vision of 5 million tourists per annum by 2010, Cebu is currently luring investments in deluxe hotels. Many foreigners are also discovering the desirability of this place as an urban retirement destination.

Cebu continues to enjoy a prosperous economy due to stronger exports, increasing tourism and travel-related receipts, a boom in business process outsourcing (including call centers), and the influx of new direct foreign investments in the manufacturing, service, financial, and tourism sectors. In fact, it has established a track record in these areas. The Cebu real estate industry players are generally optimistic about the prospects for the construction and real estate industry this year with a growing domestic market and increasing consumer spending on modern living, recreation and leisure, entertainment, and health and wellness.

Cebu is definitely a haven of endless possibilities under the sun!


Celebrate island life

In celebration of Cebu’s vibrant island living, a new concept of development is set to transform the Mandaue South Reclamation Project into the latest premier business/commercial, institutional, tourism, leisure, and lifestyle destination of the metropolis---a place where the pulse of the island beats at its loudest and where everyone wants to be.

The Cebu Boardwalk is a 50-hectare master-planned, landscaped, and well-maintained development fronting the Mactan Channel. Aside from its sizeable land area, the unique strength of the property is its wide sea frontage. It is approximately 20 to 25 minutes from the Cebu International Airport and 5 minutes from the Cebu International Port.

Its overall development vision is as follows:

The project shall embody the key principle of an integrated master planned development, featuring a one-stop destination to work, live, and play.

Given the prevailing market conditions and trends, the key components of the project shall include:

 Cebu’s premier business/commercial, institutional, and tourism hub;
 Themed luxury residential enclaves and/or a retirement city, anchored by a marina and yacht club and a sports and leisure club; and
 Themed leisure and recreation destination, with a _____-meter esplanade and a _____-square-meter open amphitheater, offering a unique shopping, dining, entertainment, and recreational experience.

As shown in ________, the project has the following major development pods that define its distinct identity and character:

 Business/Commercial and Institutional Pods. Capitalizing on the Ouano Avenue frontage, the mixed use office and commercial cluster will be located at the forefront of the property. It will serve as the project’s gateway with high volume traffic and high value commercial use. This will provide the alternative business addresses and corporate headquarters.

The institutional cluster already features the Cebu Doctors’ University, a prestigious university offering courses in medicine and the allied sciences. An international school has also expressed its intention to locate in the area.

 Tourism and Leisure and Recreation Pods. The tourism pod shall feature a deluxe sprawling hotel or a Boca Raton concept of hotels, with a strategic view of the channel. There is an existing deficit of approximately 4,000 hotel rooms in Cebu. The very good prospect of introducing a hotel element in the project is further strengthened by the good occupancy rates of the hotel industry, most especially in the deluxe, first class, and standard categories.

The leisure and recreation pod is envisioned to become the premier events, dining, and shopping destination in Cebu.

 Lifestyle and Living Pods. This will be located along the waterfront zone connecting up to Zuellig Avenue. It will feature an elite marina and yacht club and a sports and leisure club in an exclusive setting, both offering club shares for its privileged members. A high-end marina subdivision and/or a retirement city is also envisioned in this area.

Diagonally across the project is the future 3-hectare Center for Industry and Trade Exposition or CITEX, a PhP 584-million project funded by the Japan International Cooperation Agency or JICA. Its mission is to support the economic development in the country by hosting international and local trade exhibitions, conventions, training, and other trade promotion and business development services. It is strongly committed to its vision of being the prime venue for attaining the overall vision of the Small and Medium Enterprises Development (SMED) plan.

Positioned as a world-class destination, Cebu Boardwalk shall play an integral role in the Cebu Master Plan as one of three centerpieces along the Cebu Tourism Corridor, that runs along the length of the road from the Mandaue South Reclamation Area to Kawit Island at the South Road Properties. The presence of Ouano Avenue, the widest major thoroughfare that transverses the site, provides a direct access to traffic coming from Northern Cebu to Southern Cebu and vice-versa and from Northern/Southern Cebu to Mactan Island and vice-versa, making it the gateway for Metro Cebu.