For our final project in our Art Direction class, we were tasked to promote our assigned municipality, Alegria through an integrated marketing communications tourism campaign. We aimed to increase both the awareness and desirability of Alegria as a vibrant, adventure-filled, and culturally rich destination for mindful, modern Filipino travelers. For years, it has been nicknamed the "Sleeping Giant of Cebu," a poetic nod to its quietly powerful potential. But today, Alegria is far from asleep.

To bring Alegria to life in every possible way we came up with the tagline and campaign handle Alive Alegria: Sea the Skies, which speaks to the heart of what this town offers: the raw nature, real culture, and reinvigorating experiences.

The phrase "Sea the Skies" is a play on words that ties in Alegria's geographical wonders, from the open waters of the Tañon Strait to the ridges of Mt. Lanaya and beyond.