Miss Universe Philippines introduces new partnership programs
Miss Universe Philippines National Director Shamcey Supsup-Lee (in pink) is joined by her fellow directors of the organization (from left) Albert Andrada, Jonas Gaffud, Voltaire Tayag, and Mario Garcia on stage with this year’s candidates./ARMIN P. ADINA
MANILA, Philippines — To bring the Miss Universe Philippines experience to more people in more places across the country, the national pageant launched an ambitious scheme to attract partners who will help mount local competitions, and expand the brand even further through merchandising and licensing.
At the press presentation of the 2023 Miss Universe Philippines candidates held at Marquis Events Hall at the Bonifacio Global City in Taguig City on April 11, Director of Communications Voltaire Tayag introduced new team members who are tasked to carry out the organization’s future endeavors, all in line with the Miss Universe Organization’s (MUO) new global business direction.
Joseph Rivera presented the new “Accredited Partners Program,” which he will spearhead as director, to tap “ambassadors” from different towns and cities across the country, and even overseas Filipino communities, to conduct localized Miss Universe Philippines competitions.
The ambassadors, Rivera said, will promote “inclusivity and diversity in pageantry,” and expand the national pageant’s reach “by empowering individuals and communities.” The program also offers personal and professional growth opportunities, he added.
For hosting Miss Universe Philippines pageants in their respective places, accredited partners will receive the national organization’s “support and guidance,” and will gain access to exclusive branded merchandise, marketing materials, and business advice from experts.
Applications will be received starting April 13, with the first batch of accredited partners announced on April 27. The deadline for the first round of applications will be on May 4.
Those who will be chosen by this date will receive two seats to the Gala Night where reigning Miss Universe R’Bonney Gabriel will make an appearance, access to the orientation day with Lloyd Lee and Miss Universe Philippines National Director Shamcey Supsup-Lee, two tickets to the final competition, and an opportunity to meet the eventual winner. Deadline for all applications will be on May 15.
Those who are interested in the Accredited Partners Program may send Rivera an e-mail at [email protected] or check the pageant’s social media accounts for further details.
A new “Creative Partnerships Program,” meanwhile, will be spearheaded by Mike Lee as director. This new Miss Universe Philippines division is the national organization’s response to the changes in the MUO’s directives, and transform the national pageant into a lifestyle brand.
To kickoff the launching of the Miss Universe Philippines as a lifestyle brand, a fashion line will be released in partnership with Smilee Apparel. “The first line will be classic, timeless,” he said. This will be followed by bags, accessories, and beauty and personal care products. The merchandising and licensing scheme is projected to commence in the second half of the year.
The partnerships director said the products will still be in line with the pageant’s advocacy, by supporting Filipino ingenuity and local industries to further boost the local creative sector through the ARTE group. “We offer enterprise to our kababayans (compatriots) for them to make more money, also through the help of our candidates,” Lee said. Accredited partners under the program spearheaded by Rivera will have “first dibs” on the merchandise, he added.
When Thai media mogul Anne Jakrajutatip of Bangkok-based JKN Global Group bought the MUO last year, she laid out an ambitious business plan that seeks to further expand the international pageant’s global brand value by venturing in merchandising, implementing new broadcast licensing schemes, and introducing new national licensing parameters, among others. The aggressive strategy also resulted in the securing of host countries until 2025. At the staging of the pageant’s 2022 edition last January, it was announced that the 2023 competition will be held later this year in El Salvador.
The Philippines’ representative to the 2023 Miss Universe pageant will be crowned on May 13, at the final competition to be held at the Mall of Asia Arena in Pasay City. Kapuso actors Alden Richards and Xian Lim will host the program, with the special participation of Gabriel and 2019 Miss Universe Zozibini Tunzi. EDV
