Naga launches new tourism campaign putting people, culture, and everyday life at the center of its story

“Naga is the Heart” reframes local identity through community-driven storytelling as visitor activity continues to support economic growth.

Naga City has launched a new tourism campaign called “Naga is the Heart,” a refreshed identity that places culture, community, and everyday life at the center of how the city presents itself to visitors and investors.

The project was spearheaded by Mayor Leni Robredo and developed with a team of award-winning Filipino creatives, many with international recognition in advertising and communications. Much of the work was done pro bono, framed as a contribution to the city’s long-term development rather than a commercial project.

The city’s Investment and Tourism Promotions Office led months of consultations and focused group discussions with stakeholders across sectors, shaping the campaign as both a visual identity and a product of local conversations that extend into tourism messaging, city communication, and merchandising.

At the center of the rollout is a visual identity system built around the “Naga is the Heart” mark. It is designed to function across different applications, from tourism materials to city campaigns and merchandise, allowing the message to stay consistent while adapting to various formats and uses. 

Visual nod to culture, geography

The logo is a colorful design that artfully spells out “Naga” and incorporates visual references tied to the region’s identity, including the silhouette of Mayon Volcano and the shape of a siling labuyo, tying together typography with cultural and geographic symbolism.

The launch arrives at an important moment for Naga City, where tourism continues to play a significant role in the local economy. The city recorded more than 2.18 million tourist arrivals in 2022, with tourism activity translating into billions in economic value. More recent figures point to continued growth in tourism revenue, reinforcing its role in supporting local livelihoods.

Tourism in Naga operates as a distributed economic engine. Visitor spending flows into transport services, food establishments, accommodation providers, retail shops, and a wide range of informal livelihoods that depend on consistent foot traffic. A clearer identity shapes how visitors experience the city and how long they choose to stay.

Rooted in local culture

The Department of Tourism has welcomed the initiative, aligning it with a broader push for destinations to define their own identities rooted in local culture and character. The emphasis is on community-driven storytelling, where cities define themselves through lived experience rather than uniform messaging.

Public reaction online has been active, with discussions ranging from praise for its clarity to comparisons with national branding efforts. Many highlighted the adaptability of the concept and how it connects easily with different aspects of city life.

There is also a strong current of commentary suggesting that local initiatives are setting a higher standard for creative execution in public branding. Some users emphasized appreciation for the focus on place and people rather than political figures, reading the campaign as grounded in identity rather than personality-driven messaging.

At the center of it all is the idea that how a city tells its story can set the course of its growth.

 

 

A city’s story is its strongest asset. Naga City launches “Naga is the Heart,” a creative campaign reframing local identity through culture and community.