Philippine Airlines and BBDO Guerrero Launch ‘Fly With Her’ Campaign to Champion Women in Aviation

In a powerful move to promote gender inclusion and celebrate women’s contributions to aviation, Philippine Airlines has rolled out its latest campaign, ‘Fly With Her’, in partnership with creative agency BBDO Guerrero. The initiative is rooted in the airline’s commitment to creating a more diverse, equitable, and inspiring industry—one where women are visible, valued, and empowered to lead.

At the center of the campaign is a stirring 90-second brand film titled “Care That Comes From the Heart: Fly With Her,” which was unveiled last month in honor of International Women’s Day. The emotional short tells the story of a young girl whose fascination with flight is sparked by a chance encounter with a female pilot. From that moment, the narrative follows her journey of aspiration, resilience, and belief as she sets her sights on becoming a pilot herself.

Through rich storytelling and evocative visuals, the film not only celebrates the women already breaking barriers in aviation, but also sends a powerful message to young girls everywhere—that the sky is not the limit. It underscores the importance of representation and mentorship, and how seeing someone “like you” in a powerful role can be the first step to dreaming big.

The ‘Fly With Her’ campaign goes beyond traditional advertising. It serves as a broader call to action—encouraging dialogue about inclusivity, redefining gender norms in male-dominated industries, and reinforcing Philippine Airlines’ long-standing ethos of care, courage, and progress.

The campaign builds on the airline’s decades-long support for women in aviation.

“Philippine Airlines has championed women in aviation for decades, In 1989, our very own Aimee Carandang-Gloria became Southeast Asia’s first woman pilot to fly a commercial airline flight. She broke barriers again in 1993 by becoming the region’s first woman airline captain.” the company says on the Fly With Her webpage.

Today, more than 80 women pilots fly for PAL, representing 9% of its roster, above the global average of just 6%, says the airline.

In March, the airline pledged P10 million to the PAL Foundation, which oversees the scholarship program for women pilots.

“In aviation, skill and passion know no gender. Through Fly With Her, we want young Filipinas to know that their ambitions are valid, their dreams are possible, and their presence in the aviation field is not only welcome but essential,” said Alvin Miranda, Vice President for Marketing at Philippine Airlines.

Further bringing the campaign to life, young girls were invited to take over the airport PA systems and read the boarding announcements for Philippine Airlines flights to provide a firsthand experience on being part of the aviation industry.

Mica Dela Rosa, Creative Director at BBDO Guerrero said: “We wanted to send a powerful message we truly believe in— that there are no limits to what Filipinas can achieve. We hope that through this movement, more girls will be inspired to dream fearlessly and soar.”