'Bro' Takes Center Stage in 'Kapamilya' Christmas
Dec ‘09-Jan ‘10 Available online at www.Lopezlink.ph Season’s greetings from OML, MML and EL3…page 5 ‘Bro’ takes center stage in ‘Kapamilya’ Christmas Q3 financial results PASKO na, Kapamilya! ing Marketing’s company-wide Christmas ABS-CBN EBITDA You know it’s Christmas when décor in the tree lighting activity, Licensing’s Parol season’s colors start popping up on major thor- ni Bro, CCM’s tagline and station ID, reaches P5B...p.2 oughfares and the mall muzak is interspersed a Christmas bazaar and the Win sa with carols. And, for kapamilyas all over the world, Bituin viewers’ promo—into one Christmas is definitely around the corner when big campaign. the station ID featuring their favorite The core idea, in the beginning, singers, actors and other media personali- was simply to boost employee ties starts getting airplay on Channel 2. morale in the midst of the global For Christmas 2009, ABS-CBN came economic crisis and unite every- up with “Bro, Ikaw ang Star ng Pasko,” one in a ceremonial Christmas a “back-to-basics” campaign centered tree lighting ceremony. How- on “Bro,” as the child Santino calls Jesus ever, the idea was scrapped when Christ in the network’s sleeper hit “May they realized that there are “so many Bukas Pa.” Christmas tree lighting The campaign kicked off on Nov. events.” 4 with the launch of the Christmas station ID, and the lighting of an 18-foot parol led by ABS-CBN chairman Eugenio “Gabby” Lopez III, presi- dent Charo Santos-Concio and “ S o FPHC grants call other executives, and Kapamilya we said, why not talents, including Santino him- go back to the on half its Meralco self, Zaijian Jaranilla.
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