We were on the subject of market segmentation in our country recently and I recalled that a couple of decades ago, the definition of a city on the rise simply put together a name bank, a fair-sized grocery alongside a wet market, a decent-enough hotel or motel, a school and a church. In less than a decade, fastfood chains Jollibee and McDonald’s entered the provincial scene, squeezing themselves into the definition. And today, everyone intoned that an SM Mall claimed a stellar role in a city’s having finally risen to The City.

Over the weekend, I was pleased to see the launch of the newest print ad of SM headlined ‘My City, My SM,’ this time featuring ‘Sweet Home Iloilo.’ It showed Edgar Sia II, Ilonggo entrepreneur (who is on top of the popular Mang Inasal chain) with his arms akimbo, embraced by ‘Why I Love Iloilo’ at his left and ‘Why I Love SM’ at his right.

It is the sixth of a full-blown campaign inspired by SM’s expansion into the provincial areas. I must congratulate the SM marketing team headed by Millie Dizon for cleverly putting together real tourism nuggets while featuring prominent businessmen and personalities from their respective provinces who are also somehow linked up with SM. Great public relations here.

Vice-President Millie explained: ‘As we ventured into different cities, we discovered the beauty of the place, the talent of the people, and the things that made each destination a unique experience. We thought of sharing our discovery with other Filipinos through a visual tour of the cities we are in through a prominent person from the place.’

The whole campaign gives rise to innumerable integrated marketing opportunities that call for a natural participation of each city’s top officials and celebrities. For example, the campaign brought in Brillante Mendoza, fresh from Cannes, where he was given the Best Director Award. Accompanying publicity tagged him as ‘a true Cabalen at heart’ while he plugged, ‘When I was a production designer in advertising, I would shop at SM all day and come out with my shooting requirements.’ This was all part of ‘My City, My SM: I Left My Heart in San Fernando.’

The timing of the launches zeroes in on the time of the festival that the city is most known for. Thus, SM maximizes opportunities for soft-sell partnering with the Department of Tourism and the provinces’ government officials. San Fernando had the Giant Lantern Festival, Cebu had Sinulog, Iloilo had Dinagyang, Bacolod had Maskara, Baguio had Panagbenga.

I particularly liked what Millie said about our living heroes. ‘When we think of modern-day heroes, we often think of OFWs who have contributed much to our economy.

‘But there are also very talented people who have chosen to stay in the Philippines, make the most out of the limitations it presents, and still shine in the national and global scale. They are heroes, too.’

Millie undoubtedly reflects the thinking of Henry Sy. I will never forget that woeful period after the assassination of our hero Benigno Aquino. The whole country was at a standstill, businesses most of all. Many fled the country. And this was precisely when Henry Sy stood pat and courageously constructed the humongous SM North EDSA.

Many scoffed and laughed at this. Guess who’s having the last laugh.