• The power of Regine

    Regine Velasquez-Alcasid

    Regine Velasquez-Alcasid

    Even in her 28th year in show business, Asia’s Songbird Regine Velasquez-Alcasid continues to be one of the most powerful and influential celebrities in Philippine show business.

    The latest reported proof of this is the overwhelming success of the singer-actress’ landline endorsement for PLDT Home, which had units of limited edition classic telephones skyrocketing to unexpected numbers.

    “As everyone knows, we named the campaign and the telephone sets themselves as the ‘Regine Series’ back in May in time for Mother’s Day,” recalled Patrick Tang, Vice President for Retail Voice at PLDT. “And thanks to Asia’s Songbird, the telset sales were unprecedented and quickly went out of stock. We sold over 15,000 units, so much so that our bosses even quipped, ‘Aba! Bumebenta pa pala ang landline ngayon’!” the executive added laughing.

    Clearly, this is the power of the inimitable Regine Velasquez—the “Philippines’ Best-Selling Artist of All Time” (PARI)—who, in the middle of a global digital frenzy that has smartphone and tablet companies scrambling to trump each other’s innovations, successfully initiates a return to a traditional means of communication via rotary designed landlines.

    “It’s her voice and her very down-to-earth nature that made it all work,” assessed PLDT VP and Home Marketing Head Gary Dujali. “The subscribers who availed of the Regine Series and their accompanying promotions were simply thrilled to hear her voice over the landline as if they were talking to a long-time friend. And of course, the Regine Series mall tour we held, which had Asia’s Songbird mounting free public concerts just boosted the campaign to unexpected heights.”

    Ever humble, the former singing contest regular from Bulacan when she set forth to conquer her dream of becoming a recording artist, refused to be credited for the landline phenomenon she has sparked anew.

    “It’s a really good product to begin with and fortunately, nasali lang pangalan ko sa campaign,” told The Manila Times. “In anything, I really believe something has to be a really good product for it to work and for it to sell.

    “On my end, I just feel very blessed to be part of the campaign especially because of the mall tour component where I got to sing for people, whether fans ko sila or not,” Regine laughed. “Malaking bagay yon para sa akin because for a while, I’ve only really done one concert a year because my voice wasn’t well due to my long time bout with acid reflux. And na-miss ko talaga mag-perform now that magaling na ako.”

    With the Regine Series campaign obviously a win-win situation for both sides, it comes as no surprise that the partnership between the singer and the telco will not see an end any time soon.

    “It is only fitting to shine the spotlight on Regine by letting her do what she does best—delight audiences with her remarkable live performances with the full support of PLDT Home,” Dujali confirmed.

    And so, Regine is set to enthrall her audience on a bigger scale via a concert comeback dubbed Regine at the Theater. Slated on November 6, 7, 20 and 21 at The Theater in Solaire, the Songbird revealed that she has been planning such a concept for some three years now.

    “From the title, you can already figure out that I’ll be singing songs from musicales, pero hindi lang Broadway and West End but also from our own Filipino original musicales,” she clarified. “Siyempre the venue has to specifically be a theater, and with the opening of the new Theater in Solaire, everything’s fallen into place.”

    To serve as a thank you from both Regine and PLDT Home to the crop of landline subscribers who availed of the Regine Series telsets and promotions, the singer, along with Dujali and Tang related that they already held a meet and greet session with the OPM icon on September 24.

    “We gave them free concert tickets there, and we’ll be giving out more very soon,” added Regine.

    Moreover, tickets for the November 20 playdate will be raffled off to PLDT Landline subscribers who upgrade to one of the Regine Series telset from now until November 9.

    For more information, log on to pldthome.com/landline.


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