An integrated marketing communications campaign on Baguio Burnham Suites

Date of Publication

2010

Document Type

Master's Thesis

Degree Name

Master of Marketing Communications

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Thesis Adviser

Benison Y. Cu

Abstract/Summary

Baguio City remains a major Philippines tourist destinations north of Manila despite socio-economic status quo and recent ecological setbacks. Hence, the prospects of hotel occupancy is burgeoning especially during summer breaks and Christmas vacations, giving the brand Baguio Burnham Suites the opportunity to launch a multimedia campaign aimed at increasing occupancy of 60-65% while keeping competitors at bay. Born out of Bulacan real property corporation and fueled by a pro-client mission and vision, Baguio Burnham Suites capitalizes on its spacious rooms and quality service to compensate for its weakness of losing out bigger delegations of guests on larger-sized hotels and explores opportunities of taking in local and international guests lured by Baguios tourisms industry despite threats from ultimate destinations like beaches. In the campaign, a target and her family gets to represents class, sex and age brackets which the Baguio Burnham Suites is tasked at widening the awareness of regarding the brand and its homey facility and service offerings. Media exposures like an online account, mobile application, newspaper advertisements, flyers, tarpaulins and below-the-line maps will be experimented on and will be evaluated if the increased awareness and, ultimately, the translatable prospects of occupancy are achieved.

Abstract Format

html

Language

English

Format

Print

Accession Number

TG05380

Shelf Location

Archives, The Learning Commons, 12F Henry Sy Sr. Hall

Physical Description

48 leaves ; illustrations (some colored) ; 28 cm.

Keywords

Advertising--Hotels--Baguio City; Hotels--Baguio City; Communication in marketing; Baguio Burnham Suites--Marketing

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