An Advertising campaign for Philippine Airlines
Date of Publication
1994
Document Type
Bachelor's Thesis
Degree Name
Bachelor of Science in Commerce Major in Marketing Management
College
Ramon V. Del Rosario College of Business
Department/Unit
Marketing and Advertising
Abstract/Summary
Philippine Airlines has been in operation for 53 years, serving around 44 domestic destinatinations the country. As national flag carrier, it is their responsibility to serve the transportation needs of the country. PAL fills the needs of its customers and society for safe, reliable, cost effective and defect-free travel, transport, distribution, communications, and related services.
As a domestic airline, PAL has a route network of 44 cities and towns outside of Manila extending as far North as Basco and as far South as Tawi-tawi. PAL has a fleet of 22 airplanes which is one of the youngest domestic fleets in the world. It has an average of 160 departures daily, the first flight leaving Manila at 4:00 a.m. and the last arriving in Manila at 10:00 p.m.. Other related services offered by PAL are catering services and flight training which are responsible for its good and well-trained crew.
At present, the government is trying to create a healthy atmosphere of friendly competition by opening the skies to other airlines. PAL definitely has major advantages in the light of domestic competition. It has a full blown maintenance arm while the others have none Pal pilots are one of the best trained in the world it has an extensive computer network in the countryside that reaches to areas where there are no telephones PAL can have you booked anywhere in the country because of its wide flight service network. PAL sees the competition as a venue where it could rejuvenate its spirit in every aspect of operations and bring in changes that will project PAL as an emerging world class airline by the year 2000, be it on the ground, in skies, and across the sea.
Behind all the success they have been experiencing all these years, in reality, PAL is suffering from a negative image in terms of fleet, service and on-time performance. This proposed advertising campaign aims to change these perceptions by focusing primarily on the domestic airline's excellent performance, upgraded facilities and superb service. This campaign would include TV, radio, print and other non-traditional forms of media. IT shall concentrate on targeting the male and female adults of the AB upper C income brackets who travel within the Philippines for business and/or leisure.
Other activities included in the ad campaign aim to let the people know about PAL's extended business hours during peak travel months as well as the changes in PAL's domestic flight schedules and updated listing of authorized ticket offices and travel agencies where they can buy domestic tickets.
The campaign will run for one whole year, starting from November 1994 until October 1995. A total of P 19,760,000.00 will be spent for the advertising campaign, that is, for the advertisements as well as other activities. This amount was taken from the company's current financial statements which include the advertising budget allocation. The amount is broken down according to media and production wherein 70% is for media placement and the rest is for production.
It is expected that these efforts will increase awareness for the company's domestic services and improve PAL's image as a whole.
Abstract Format
html
Language
English
Format
Accession Number
TU09805
Shelf Location
Archives, The Learning Commons, 12F, Henry Sy Sr. Hall
Physical Description
56 numb. leaves
Recommended Citation
Del Rosario, M., De Los Reyes, R., Lomibao, E., Medina, M. M., & Tarachand, E. G. (1994). An Advertising campaign for Philippine Airlines. Retrieved from https://animorepository.dlsu.edu.ph/etd_bachelors/16883
