Every skyline has a story.

Even before a tower rises, a curtain lifts, or a resort opens its doors, a narrative is already being written, not only by the architects and planners, but by the communicators who translate the company’s vision into messages that inspire and influence.

More than storytellers, these marketing and communications leaders are architects of the narratives that explain why spaces matter. They shape how we perceive our cities and how we imagine our future.

Amid today’s information overload, these leaders carry a profound responsibility to a market that is increasingly discerning, well-traveled, and culturally grounded.

This is why the stories they craft must not only be compelling, but also honest, human, and hopeful. The most effective communicators today are those who are able to connect with their market, distilling complex ideas into concise messages that inform, inspire, and build trust.

In the following pages, some of the most notable marketing and communications experts in Philippine real estate share their insights on how they shape the narratives defining how Filipinos experience places today.

As Filipinos continue to dream upward—toward better homes, richer experiences, and deeper belonging—these communicators will continue writing the skyline, ensuring every chapter reflects the aspirations of a nation constantly redefining how its people build their future.

Partnerships worth nurturing

Cathy R. Bengzon

Group Marketing head, Federal Land Inc.

Our collaboration with leading Japanese firms has transformed how we design and deliver communities. It has been a continuous learning experience.

Working with Nomura Real Estate Development Co. Ltd. (NRE), Isetan Mitsukoshi Holdings Ltd., and Orix Corp. has given us invaluable insights into creating homes that meet world-class standards in quality, functionality, and amenities. Their proven success in Japan brings best practices that we adapt to the local market, prioritizing what will make the greatest impact for Filipino homebuyers.

In particular, NRE, our partner for Federal Nomura Real Estate Group (FNG) and The Seasons Residences, shares our vision of delivering exceptional value to customers. This customer-centric approach has sharpened our focus on quality, efficiency, and timeliness, resulting in products that resonate with today’s discerning buyers.

Blend of sensibilities

Filipino adaptability and love for family blend seamlessly with Japanese discipline, innovation, and uncompromising quality standards. Principles such as Kaizen (continuous improvement), Omotenashi (anticipative hospitality), and Just-in-Time are firmly embedded in our organization and have become part of our work culture, fostering collaboration and efficiency.

This synergy creates a shared commitment to a better quality of life, allowing us to design homes that are not only relevant but deeply appreciated by our market.

Global yet local

These partnerships enable us to tell a story of Filipino living that is attuned globally yet locally authentic.

By integrating Japanese expertise in technology, design, and sustainability with our understanding of Filipino aspirations, we create developments that reflect the best of both worlds—homes that elevate lifestyles while honoring cultural identity. Our partnerships have allowed us to deliver our unique value proposition of Japan-inspired living.

Leveraging partners’ experience

Homebuyers now benefit from advanced technology, enhanced safety and security solutions, and innovative design practices. Our access to global suppliers and, more importantly, disaster-mitigation technologies ensures communities that are safer, smarter, and more resilient.

For example, leveraging our partners’ experience in Southeast Asia allows us to integrate cutting-edge systems that protect against natural calamities, giving homeowners peace of mind and confidence in their investment.

We also get to bring in Japanese retailers. Such is the case with MITSUKOSHI BGC, the first Japanese mall in the Philippines. These tie-ups were made possible by our initial alliance with NRE, and we look forward to doing this more often so Filipinos can enjoy their favorite Japanese brands without having to leave the country.

Together, we are shaping a new generation of homes where Filipino warmth meets Japanese precision, creating spaces that inspire, endure, and truly elevate everyday living.

Shaping the local luxury journey

Jayme Uy-Roberts

Director of Marketing, Shang Properties Inc.

Refinement can mean different things to different cultures.

Refinement in Filipino terms, I believe, really comes down to a holistic experience that is at once thoughtful and seemingly effortless.

Now, we know that it takes a lot of effort and planning to appear effortless! It also revolves around pride in Filipino culture and identity, whether that means involving local artists and craftspeople, or subtly engineering Filipino motifs throughout our designs.

Luxury as a lived experience

Translating luxury from an abstract idea into lived experience is definitely a challenge, mainly because the definition of “luxury” is incredibly personal and subjective.

For some, it might be extremely visual, whereas others may place a higher value on attentive service and thoughtfulness. Fortunately, Shang Properties still manages all of our residential projects, even those from day one. This gives us an incredible opportunity to shape the luxury journey not only through the bricks-and-mortar element but also through the personal service element.

Preserving Shang’s identity

Storytelling is at the very core of communication in preserving Shang’s identity. Yes, the market—and the world—is changing, and trends flicker in and out of existence with startling rapidity. However, some stories remain true throughout time, and you’ll see that many of the core luxury brands from 30 years ago are still the leaders in their respective markets.

Authenticity cannot be bought. Reputation is hard to come by but easy to lose. The true stories remain constant.

Integrating local insights

Our most recent project, Shang Bauhinia Residences in Cebu, is a great example of our integration with amazing local designers and craftspeople.

Shang Properties is known for bringing in the best talent from around the world to work on our projects. It is a great testament to Filipino craftsmanship that so many local designers and artisans worked seamlessly with these international designers to create a wonderful experience.

Experience the wonder of new stories, fresh discoveries

Mitch Suarez

SVP for Marketing, Newport World Resorts

Newport World Resorts grows with the people we serve.

Filipinos today want experiences that feel personal and exciting, so we always put our guests at the heart of what we do. We think of what they enjoy, what inspires them, and how we can make their every visit feel special.

Being the pioneer in this industry also means we carry the responsibility of continually raising the bar. Being a fully integrated destination means everything is connected—from our hotels and restaurants to entertainment and gaming—so guests can move freely and naturally from one experience to another. That ease—that sense of discovery at every turn—is what keeps the property vibrant and always worth exploring.

Evolving tastes

Filipinos today are well-traveled and discerning.

They know what world-class looks and feels like, whether in food, design, or entertainment. We see this in the growing demand for quality experiences, which moves us to refine our culinary and entertainment offerings. Our Michelin-recognized restaurants, our modern Filipino dining concepts, and our original Filipino productions at the Newport Performing Arts Theater reflect the evolving tastes of a lifestyle consumer who values excellence and authenticity.

We also see sustainability becoming part of this mindset. Guests now expect destinations to be more mindful. And as an EarthCheck-certified property, we continue to grow our offerings in ways that support responsible travel.

These insights guide how we expand with pop-ups, new concepts, and flexible spaces that cater to a more sophisticated audience looking for variety, spontaneity, and memorable encounters.

Unmistakably Filipino

The Filipino character is at the heart of everything we do. It’s warm, creative, and welcoming.

We combine that authenticity with world-class standards of service and design. Our portfolio of hotels, for example, brings international excellence that is familiar to a global clientele, while our homegrown programs—such as original Filipino musicals and local dining collaborations—ground the experience in our own culture.

We believe being world-class does not mean looking outward. It means showing the best of who we are. We bring the best of both worlds together. That blend is what makes Newport World Resorts globally competitive and still unmistakably Filipino.

Opportunities for discovery

Our newest developments open more opportunities for discovery.

Narra Palm Resort & Villas, our first self branded Filipino luxury hotel, and Westside Resort expand the signature Newport World Resorts experience into new tourism corridors. These projects represent our commitment to creating destinations that feel fresh, modern, and distinctly Filipino in spirit.

We are also elevating how guests move through the property with seamless service across all touchpoints. When everything connects—stays, dining, entertainment, retail, and recreation—guests are free to explore in ways that feel natural and effortless.

There is always something new to experience, and we invite everyone to discover the signature way Newport World Resorts brings leisure and lifestyle to life.

Where stories become homes

Michelle Robles-De Castro

Vice president for Advertising, Sta. Lucia Land Inc.

For me, Sta. Lucia Land Inc.’s legacy has always been about more than the communities we’ve built. It’s the countless Filipino families whose lives have unfolded in the spaces we created. That’s a powerful story, and our role today is to retell it in a way that matches the energy and aspirations of modern Filipinos.

Our brand story stays relevant because we keep evolving with the people we serve. We listen to how their dreams are changing, and we respond not by abandoning our roots, but by building on them. Sta. Lucia’s story is ever fresh because it is lived and reshaped every day by the communities we uplift.

Painting a vision

I’ve always believed that potential becomes real when people can feel it. When we enter an emerging location, we don’t just show maps, numbers, or masterplans. We paint a vision of what life could look like there.

This is where “fueling the frontier” comes in. We immerse ourselves in the character of each new area and highlight its strengths: the culture, the natural landscape, the economic possibilities, and the everyday conveniences that families value. Then we translate all that into a narrative that’s warm, human, and relatable.

We tell stories of what it means to wake up to cleaner air, to have more space for children to grow, to be closer to nature but still connected to progress. When people see not just land, but a life waiting for them, that’s when an emerging location transforms into a future home.

Trust, purpose, possibility

Today’s Filipino buyers want three things: trust, purpose, and possibility.

They want to know that they’re investing in a brand with proven credibility — and Sta. Lucia’s long-standing track record gives reassurance that their dreams are safe with us. They seek purpose: homes and communities that support well-being, productivity, and long-term growth. And they look for possibility in spaces that allow them to live not only for today, but for the future they’re building.

So we adapt our narrative by being more intentional, more transparent, and more aspirational. We communicate not just what we develop, but why we develop it, how each project opens new pathways for personal and generational progress. We show that Sta. Lucia isn’t just part of their present; we are a partner in their journey forward.

Meaningful stories

We make our story even more meaningful by staying true to our purpose: uplifting Filipinos wherever progress is rising, and sometimes even before it does. We invest in places that others may overlook and transform them into thriving communities — because we believe that opportunity should have no boundaries.

For the next generation, that’s the legacy we want to pass on: that Sta. Lucia is a brand that leads with courage and heart, one that fuels the frontier so Filipino families can dream bigger than ever. If we continue to build communities that enrich lives, nurture growth, and open doors to new beginnings, then our story will be lived by every Filipino who dreams with us.

Defining a new era of premium living

Jenn Chua

Senior assistant vice president, Signature Series by SM Residences

Signature Series has always been anchored on SM’s track record and legacy of trust and growth.

For decades, SM has shown a real strength in understanding its market and evolving with the times. It listens, it adapts, and it continues to deliver.

That’s really our guiding light as we shape the Signature Series brand. We stay closely in tune with the people we’re building for—their needs, their priorities, and the stage of life they’re in. And through that, we make sure every development reflects our commitment to resilience, trust, and the ability to keep evolving alongside our homeowners.

With this foundation, Signature Series steps in to complete SM’s residential portfolio. This new business line is intended to cater to homeowners who are looking for premium homes in prime locations and spaces that are thoughtfully designed to meet them where they are in their lives.

We focus on being intentional in design, in experience, and in how we understand our customers.

Refined yet distinctly Filipino

Luxury for every person may be different, but if there’s one thing most Filipinos have in common it’s that we place great importance on feeling secure, having a sense of community, and being treated with authenticity and empathy. So that’s where we lean in.

For Signature Series, our idea of what we tag as “premium” is really grounded in what our market truly values. It shows in how we design our developments and in all of our customer touchpoints. For us, premium living isn’t just about beautiful, premium spaces—it’s about creating an environment and experience that truly feel like home.

Warmth and authenticity

Today’s buyers are a lot more thoughtful about the brands they choose. They’re not just looking for something that looks good—they want something that feels real, consistent, and trustworthy. People are drawn to brands that feel human.

So while we’re very intentional about keeping everything visually refined, we put just as much focus on warmth, authenticity, and personal connection.

The Rockwell story finds a new stage

Tracey Castillo

Vice president and chief marketing officer, Rockwell Land

It all started when our chief executive officer, Nestor J. Padilla, and our former chairman, the late Ambassador Manolo Lopez, were putting together a vision for Proscenium.

Naturally, it was a project meant to become our next premium residential community. But with star architect Carlos Ott, who has multiple state-of-the-art theaters under his belt, we all became excited that Proscenium would have a brand new amenity: a theater.

Fast forward to today, Proscenium is slowly becoming an asset that is giving birth to many possibilities. We’re able to experience and share live arts with everyone in various forms. As we continue planning for what lies ahead, we want to do even more—showcasing world-class talent with concepts like Ryan Cayabyab’s MaestroClass Concert Series, bringing in foreign artists for our community to experience, and presenting local content that tugs into our emotions.

We hope this new theater will continue to convey emotion and connect with Filipinos through content they will enjoy.

Expanding the Rockwell story

Definitely, the Proscenium Theater is expanding the Rockwell story beyond premium communities and distinct lifestyles. It adds more to an otherwise complete lifestyle offering.

We’ve always built with the community in mind. It’s finally—our inclinations towards the culture and arts—going full blown into a space where there are a lot of possibilities to blend with what already have.

We want the theater to be part of the community’s every day life. We don’t need a special occasion to go to the theater. We want this to be as easy and simple as going to the movies on a random day, especially with the convenience of it being right at the community’s doorstep. Even if you’re not a resident, the experience of having multiple lifestyle choices around you makes it worth it. Dine in before or after a show to complete the experience.

New cultural landmark

What makes the Proscenium Theater uniquely Filipino are its artists.

It’s just right to have more spaces where we can bring this to life. With our theater being the only one now with natural acoustics, an in-house orchestra shell, and other features, we’re so ecstatic about how artists, who have experienced performing in the Proscenium Theater get excited about the venue that truly showcases their talent.

If foreign artists find the theater a fit, what more for Filipinos who have just the same talent, or even more? We can only wish it’s a theater that the Filipinos deserve.

Building communities where Filipinos thrive, belong

JP Lim

Vice president and head of Marketing, SM Development Corp.

The modern Filipino home is a place that supports how Filipinos live, work, and care for their families.

At SMDC, we design communities that reflect what matters most to Filipinos: convenience, connection, and a sense of belonging. Our homes are close to transport, essentials, and everyday needs because accessibility is what gives families more time and more opportunity.

We’re redefining the modern home by turning it into a complete ecosystem where safety, mobility, wellness, and community all come together. It’s more than a unit; it’s a foundation for a better everyday.

Finding balance

To ensure that SMDC remains relatable to everyday Filipinos, we stay rooted in real stories. Every direction we take comes from listening to what Filipinos face daily and what they aspire for. From there, we plan ahead—integrating sustainability, digital convenience, mobility, and master plans that anticipate how cities will grow.

It’s a balance of knowing what Filipinos need today and building for the life they want tomorrow.

This is where our mission comes in. Our role is to make good living accessible. We build where opportunities are, shorten travel time, and bring essentials within reach. When daily life becomes easier, people gain more time, more choices, and more room to grow.

And because a home is often a family’s biggest investment, we make sure our communities support long-term value and stability.

A continuing commitment

Today, I’m proudest of how SMDC has helped countless Filipinos move closer to the life they’ve always worked for. Behind every project is a bigger purpose: to make homeownership achievable, to create communities that uplift, and to show that good living can be within reach.

That commitment—to build communities where Filipinos can belong, thrive, and move forward—is the story I’m most proud to tell.

A new narrative for the great Filipino getaway

Jenna Belardo

AVP, Business unit head of Residential Business, Ortigas Land

Costa Calatagan marks a significant evolution in the growth journey of Ortigas Land, as it expands its revenue portfolio into horizontal and resort-led developments.

By opening new business fronts beyond its traditional strongholds, the company diversifies its income sources and reduces concentration risk. This move strengthens long-term stability while positioning the brand to compete in high-potential lifestyle and leisure markets.

Exploring new narratives

Expanding outside Metro Manila allows the company to craft new Filipino lifestyle stories—those centered on proximity to nature, restorative leisure, and accessible travel. With an all-villa development designed to be within comfortable driving distance from the city, Costa Calatagan offers a kind of escape that feels both intentional and attainable.

Guest experience was made the top priority, and this is reflected in how the land was handled with care—from preserving mangroves to protecting mature trees, ensuring that the development enhances rather than overwhelms the natural environment.

This approach creates a narrative of thoughtful, responsible leisure rooted in the Filipino desire to reconnect with nature.

Upgraded lifestyle

Costa Calatagan is shaped by the growing Filipino aspiration for an upgraded lifestyle—one that blends comfort, wellness, and a stronger relationship with nature.

The vision responds to the desire for meaningful getaways, elevated amenities, and spaces that allow families to slow down, enjoy time together, and experience the kind of coastal living that used to feel out of reach. To bring this vision to life, we build on what already makes Calatagan special.

We design the development around what is already valuable: Its natural ecosystems and the heritage of the local community. This includes protecting ecological assets such as mangroves and mature trees, integrating them into the masterplan rather than replacing them. At the same time, we work closely with the community to highlight local culture, support livelihood opportunities, and ensure that the development uplifts—not displaces—the stories and people who define Calatagan.

This balance of environmental stewardship and community partnership ensures that Costa Calatagan grows with its surroundings, not at their expense.

Cities as stories, townships as chapters of the Filipino dream

Harold C. Geronimo

First vice president of Public Relations and Media Affairs, Megaworld Corp.

Our narrative is anchored on the stories of the townships that we pioneered—a vision that has fundamentally reshaped the Philippine real estate industry.

Our townships are far more than developments; they are the core foundations of our vision to uplift many lives, impact our society, and help shape our nation. By focusing our storytelling on our townships, we clearly articulate the value behind what we do as a company: our developments generate high quality jobs, catalyze local economies, significantly boost tourism, especially in the provinces, and empower surrounding businesses and communities.

We tell the story of Megaworld’s vision through the tangible opportunities, progress, and prosperity that our townships build.

Connecting with stories of success

Filipinos today don’t just consume content; they connect with stories of success and victory that mirror their own aspirations.

The Filipino audience is increasingly discerning, capable of quickly separating authentic narratives from mere marketing copy. To be truly effective communicators, we must go beyond brochures and zero in on the resonant angle: shared stories of life success, hard-earned triumphs, and the universal journey that every Filipino dreams of completing.

Skillful communication

Great storytelling, however, doesn’t require invention. It requires skillful communication.

Not everything is perfect, but the ability to transparently communicate those imperfections is paramount. These moments of vulnerability become powerful angles for connection and relatability. Our principle is to always highlight what is truthful and good. This commitment to balanced truth is where the authenticity of our stories originates.

Such authentic communication allows Filipinos to visualize their future success as part of our townships. Our developments are masterplanned precisely to meet the aspirations of our communities by providing tangible spaces where every Filipino’s biggest successes begin, grow, and are celebrated.

We communicate this promise by building environments that empower people—from the job opportunities created through our vibrant retail and hospitality spaces to milestones marked by owning the home they have dreamed of and the pursuit of personal wellness facilitated by our fitness-friendly infrastructure.

We are not just building cities; we are effectively communicating and providing the essential spaces Filipinos need to thrive and succeed in life.