Title

An Integrated marketing campaign for Sea Wind Boracay Resort

Date of Publication

2015

Document Type

Master's Thesis

Degree Name

Master of Marketing Communications

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising Department

Thesis Adviser

Regina Dy

Abstract/Summary

This paper is an Integrated Marketing Communications (IMC) campaign designed for Sea Wind Boracay Resort. It is a six-month plan that includes promotional strategies to create awareness for its 20th anniversary celebration on February 2016 and strengthen Sea Winds brand image as a highly established family-oriented resort in the most prime location of White Beach in Boracay Island. The campaign uses strategies that will create an emotional appeal to its targeted female market by highlighting its service strengths that are important in actualizing the consumers basic motivations as decision-makers of family vacations. This plan utilizes public relations, digital marketing, advertising, sales promotion and event programs within the companys proposed campaign budget of Php 1.7M. A media plan and evaluation methods are developed based upon a study of the target market and the companys resources.

Sea Wind Boracay Resort is one of the first hotel accommodations established in Boracay Island, a top tourist destination in the Philippines recognized worldwide for its pristine white sand and crystal blue waters. The resort has been in the industry for almost 20 years, owned and run by one of the most prominent land-owning families in the island. Sea Wind Boracay Resorts services are offered to both domestic and international market, divided by the Free Individual Tourist and the Group Incentive Tourist markets. Because of its homey ambiance, less-commercialized location, a set of family-friendly amenities and services, and genuine staff hospitality built upon a strong family culture within its organization the company captures a majority of both nuclear and multigenerational families. Sea Wind has currently establishes itself as an above average priced resort with an old Boracay charm. The main idea of this campaign is to reposition itself in order to face its challenge of converting brand awareness to actual trial directly among Filipino families as they are the companys primary target market. Furthermore, the campaign aims to induce repeat purchase among existing consumers by reinforcing Sea Winds strong affiliation with its loyal customers.

Since Sea Wind Boracay Resort is celebrating its 20th year Anniversary on February 2016, an Integrated Marketing Communications plan is designed to assure brand awareness among potential customers and to strengthen its relationship with both existing and loyal customers through promotions in various media.

In general, this campaign is grounded on the following main objectives to build a strong brand image by creating awareness of the companys 20th anniversary to increase brand trial among new customers and to increase repeat purchase among existing customers. The goal is to increase occupancy rate up to 70% by the end of 2016. Additionally, this plan is proposed as an initial campaign that launches family-targeted promotions by leveraging on the companys 20th anniversary. It is recommended that this IMC campaign be further sustained with seasonal marketing campaigns developed towards the same direction.

Abstract Format

html

Language

English

Format

Electronic

Accession Number

CDTG006325

Shelf Location

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

Physical Description

computer optical disc.

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