La Trinidad has adopted “Valley of Color” as its tag line.
Mayor Edna Tabanda said the tag line captures the essence of the town as a place where various cultures meet.
“La Trinidad is the melting pot of various cultures not only from Benguet but the whole Cordillera and other provinces as well,” Tabanda said.
She added that the branding represents the identity of the town because aside from the varying cultures, the town also offers various products such as flowers, vegetables, and its famed strawberry fruit, among others.
The town is also growing fast as a metropolis of Benguet, partly due to its proximity to Baguio City, she said.
She added they came up with the branding with the help of different sectors in the community together with the local government unit. The branding was launched in time for the town’s celebration of the Strawberry Festival dubbed as “Valley of Colors: A Colorful Gathering and Merry-Making” this month.
“We also had help from the late Atty. (Damaso) Bangaoet Jr.; he provided great ideas,” she said adding that they even asked him to be a consultant for the festival before he passed on. Bangaoet is considered the “Father of Panagbenga,” where he was the first to organize Baguio City’s flower festival.
Aside from being known as the Strawberry Capital of the Philippines, the town can add the new tagline to draw people in the valley said Tourism Officer Valred Olsim.
“The tagline will be the brand essence that will stick with La Trinidad,” Olsim said.
Department of Tourism OIC Regional Director Mary Bilagot lauded the town for coming up with its branding, stating that this will help in promoting the town.
Branding is the process involved in creating a unique name and image for a product in the consumers’ mind, mainly through advertising campaigns with a consistent theme.
Also known for its branding in Benguet province are Kabayan with its tagline, “Mystical Kabayan,” Baguio City with the famed “City of Pines,” and Kibungan with its “rocky wall of beauties” branding for its tourist spots suitable for sports tourism, among others.