How NAIA can rebuild its brand image – Isentia social sentiment data featured in MARKETECH APAC

Summary: MARKETECH APAC used exclusive Isentia and Pulsar TRAC social sentiment data to analyse the Philippines’ main airport’s reputational crisis showing  that negative social sentiment (41.8%) far outweighed positive (14.1%) — and asking what the airport’s new management must do differently.

Published in March 2024, this MARKETECH APAC feature used exclusive data from Isentia and Pulsar TRAC to quantify the reputational damage facing Ninoy Aquino International Airport (NAIA) amid continued public outcry over operational and sanitary lapses. What was observed is that social media audiences were overwhelmingly negative (41.8% negative vs. 14.1% positive, with 43.9% neutral), while traditional media coverage was more balanced (40.9% positive, 28.2% negative).

The article framed this gap as a critical warning for NAIA’s incoming operator, San Miguel Corporation, following the signing of a PHP170.6 billion public-private partnership modernisation agreement. Raushida Vasaiwala, VP of Sales for APAC at Isentia, was featured alongside Philippine PR leaders from Ardent Communications and Uniquecorn Strategies, offering strategic guidance on how the airport must move beyond marketing “band-aid solutions” and invest in operational credibility to rebuild trust with both local and international audiences.