Introduction

On June 18, 2024, the Naga City government launched its new tourism brand, NAGA ‘YON, as the heart of its campaign to boost tourism and economic development, which warmly proclaimed:

“Kinalas? Naga ‘Yon! Voyadores Festival? Naga ‘Yon! An Maogmang Lugar? Naga ‘Yon! Introducing, the new Naga City Tourism Brand: NAGA ‘YON! Come and let’s discover Naga, together! Kun kita iribahan, sigurado an satong maogmang lugar na Naga, mas NAGA ‘YON!”

The initiative is spearheaded by the Investment and Tourism Promotion Office and developed through consultations and discussions with the city’s stakeholders. It aims to celebrate the spirit of its people and institutions and showcase its unique characteristics.

The strategy crafted by the Investment and Tourism Promotion Office embodies honoring the rich history and culture of Naga City, savoring the vibes of its dynamic present, and looking boldly ahead to the future as the region’s center of progress.

The work team, which is headed by Reuel Oliver, Executive Director, and Charyl Anne Agao-Marajas, Project Lead, orchestrated the campaign with the support of key city officials, stakeholders, private individuals and organizations, the Archdiocese of Caceres, and tourism advocates who volunteered their time to attend workshops, focus group discussions and consultations.

The branding and music arts team included a cast of the brand video and models as well as singers and songwriters/producers, Karl Ramirez, Yvan Mozart Zapanta, and Aya Band. Paul Sumayao’s Studio Hibang organized the collective ideas which culminated in the exceptional choice of the campaign tagline.

The core creative team was led by Boyet Abrenica, Creative Director, and included Paulo Santos, Cinematographer; Albert Brisenio, Lead Graphic Artist and Motion Designer; Jocel Nantes Salapare, Supervising Producer, and Jerick Pulad, Video Editor.

Editors’ Note: The introduction is based on the FB posts of the Naga City Government, Naga City Tourism, and Charyl Anne Agao-Marajas, Project Lead, Investment and Promotions Office of the Naga City Government.

---

The Songs of NAGA ‘YON

Three Bikolano music producers – Karl Ramirez, Yvan Zapanta, and the band Aya, were commissioned by Investment and Tourism Promotions Office of the Naga City as part of the new Naga City Tourism initiative.

The brand launch happened on June 18, 2024 as the City of Naga celebrates its 76th Charter Anniversary. The three songs “Halina sa Naga” by Karl Ramirez and his son Elian, “Sa Naga ‘Yon” by Yvan Zapanta, and “Istaran” by Aya, were part of the brand launch’s highlight. These were launched through a music video that was produced and directed by visual and film artist Boyet Abrenica.

During the launch event, Karl Ramirez spoke to introduce the song “HALINA SA NAGA,” which he wrote, produced and performed together with his son, Elian, who just completed JHS at the Ateneo de Naga:

Ako po ay nagpapasalamat sa pagkakataong makapag-ambag ng awitin para sa bagong Naga City Tourism Brand. Palakpakan po natin ang mga magigiting na kawani at opisyal ng Naga City Investment and Tourism Promotions Office para sa tunguhing ito.

“Halina sa Naga” ang pamagat ng aking awitin. Kasama ko po sa paglikha nito ang aking panganay na anak, na kakagradweyt lang sa Ateneo de Naga Junior High. Ang awiting ito ay magkekwento kung ano ang Naga para sa akin.

Para sa akin, sa syudad ng Naga … maari kang ma-inlove – sa mga tao, sa kultura, sa pananalig. Kasama sa syudadano ang lahat ng dumadaan, piniling manatili at makaranas, pinagtitibay ang pananampalataya, at nagsusumikap maghanap-buhay. Para sa aming nasa sining at kultura, maaring isang lugar na malayang makapagpahayag at hinihikayat maging malikhain. Lugar na maari tayong huminga, maging panatag, at magkaroon ng ugnayan.

Higit sa lahat, ang Naga City para sa akin ay ang mga syudadano na padagos na naninindugan para sa matanos na paggogobyerno.

That’s Naga! Para sa akin, Naga ‘Yon!

Sana po magustuhan ninyo ang awiting handog. Maraming salamat at mabuhay po tayong lahat!

HALINA SA NAGA
Written, produced, and performed by Karl and Elian Ramirez, 2024

I
Halina't umibig
Pag-unawa'y palalimin
Mamangha sa kasaysayan
At pananalig na bukod-tangi
II
Tara sa syudad namin  
Sa pagbisita'y may bagong tuklas
At lilikha ng ugnayan
Ika'y bahagi sa pag-unlad
Koro
Ng ating
Magkasamang hangarin
Sa pag-aninag
Ng liwanag
III
Halina sa Naga
Huminga 'wag magmamadali
Kultura'y yakapin
Sa pagsulong ng ating mithi
IV
Tara sa syudad namin
Sa pagbisita'y may bagong tuklas
At lilikha ng ugnayan
Ika'y bahagi sa pag-unlad
Koro
Ng ating
Magkasamang hangarin,
At mananatiling
Panatag ang damdamin
Bridge
Halina sa Naga
Huminga 'wag magmamadali
Halina't umibig
Sa liwanag tayo'y kabahagi
Koro
Yakapin natin
Magkasamang hangarin
Sa pag-aninag ng liwanag
Yakapin natin
Magkasamang hangarin
Mananatiling
Panatag ang damdamin
Extro
Halina sa Naga
Huminga 'wag magmamadali
Tayo'y bahagi ng ugnayan
Dito panatag ang damdamin

SA NAGA ‘YON
Written, produced, and performed by Yvan Mozart Zapanta, 2024

1
Halika tara tuloy ka dito sa Naga
Ang puso ng Bicolandia
Halika tara tuloy ka dito sa Naga
Halika mag-lakwatsa
Kasama ang gabay ng Penafrancia
Halika tara magsaya sa Naga
Pamilya at buong barkada
Maogmang lugar, saan ba ‘yon?
Saan ba ‘yon? Sa Naga ‘yon
Repeat 1

Refrain
Minsan nag-iisip kung saan pa pupunta
Minsan nag-hahanap kung saan masaya
Kaya’t kun minsan kailangan din 
Nating huminto at huminga
Sa buhay na para bang paulit-ulit na
Minsan tikman mo rin ang aming timpla
Ma-anghang ito ngunit’s balanse ang lasa
Umuwi ka muna at ibalik ang ‘yon dating sigla
 Iba pa rin ang saya dito sa probinsiya
Repeat 1

ISTARAN
By AYA, 2024/ Composed by Antonio O. Cordenete Jr.

1
Magayon!
Naga ‘Yon!
Sa pag saldang kan aldao
Ika tulos an hinihidaw
Sa bulod na halangkaw
Ika an tinatanaw

2
Daeng makakaarog 
Sa gayon mong sinasaray
Perming minumuya an mahiling ka
Ibang kaogmahan an saimong dara
Dae ka babayaan dawa maggurang pa

3
Ika an hingaloan sa tahaw nin mga kapagalan
Saimo may kakusugan, ginhawa ko nagigian
Ika an istaran na habo ko mawara
Nuarin man

4
Sa paglubog ng aldao, buot ko panatag saimo
Saimo ako sigurado, ligtas sa mga kamot mo

Repeat 2 and 3

5
Sa pag-agi kan mga aldao
Gayon mo dae nagbabago
Ika an istaran na iingatan ko

6
Ika an hingaloan sa abang sakit na kinaban
Saimo may kakusugan, ginhawa ko nagigian
Ika an istaran na habo ko mawara
Ika an istaran na habo ko mawara
Ika an istaran na habo ko mawara
Nuarin man

The header image shows Rizal Plaza during the evening of the launch of Naga ‘Yon tourism brand (credit: Kyna’s Whereabouts). The featured videos are courtesy of the Naga ‘Yon Media Channel, The Official Channel of the Naga ‘Yon Tourism Campaign of Naga City.