An ntegrated marketing campaign on Laiya White Cove Beach Resort

Date of Publication

2013

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

Aristoteles C. Estrella

Defense Panel Chair

Jose Luis R. Leongson

Defense Panel Member

Jhoana P. Acosta
Patrick David Cenon

Abstract/Summary

Laiya White Cove is a beach resort situated in San Juan, Batangas. It is a beachside venue that provides spacious grounds, facilities and recreational activities with ambient scenery for outings, corporate functions and team building activities.

The resort is naturally endowed with white sand, calm blue waters, rich marine life and snorkeling sites. It has been in the business for 16 years and mainly collaborates with travel agencies on commission basis for clients. They also tap corporate accounts through bidding and referrals.

However, despite the fact that Laiya White Cove has been operational for years, marketing efforts have not yet been heavily explored to target a broader market.

This integrated marketing communications plan will blend messages across media platforms to achieve the desired results. The campaign will highlight bonding through recreational activities and adventures. Creative strategy portraying fun activities and actions will be consistent throughout the campaign.

It aims to captivate the professionals to bond, have a good time with friends and colleagues in order to have a fulfilling vacation. It wants the target market to feel the excitement of taking a break in Laiya White Cove.

The introductory campaign will serve to create awareness and emphasize the existing recreational activities in the beach resort. This will also help improve the image and move the Broad C, 26-35 years old in Metro Manila and Region IV-A towards Laiya White Cove. The sustaining campaign will unfold the target markets desire to bond and do breathtaking activities with their friends.

The campaign will run from October 2013 to March 2014 with a budget of P 5, 000, 000 for online (blogs, e-commerce, advertisements), transit ads (buses and taxis) billboards, and bottle opener keychain freebies.

The strategy is to tap the potential customers in accessible and preferred media, as well as location. The media choices were based on the demographics, psychographics and technographics of the target market.

Various methods will be used to measure the results of the campaign. To verify that the target segment was penetrated, online discussions, web traffic, UAI survey, feedback forms and bookings will be accounted before, during and after the campaign period.

Abstract Format

html

Language

English

Format

Electronic

Accession Number

CDTG006300

Shelf Location

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

Physical Description

1 computer optical disc. 4 3/4 in.

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