An integrated marketing campaign for Remington Hotel
Date of Publication
2012
Document Type
Master's Thesis
Degree Name
Master of Marketing Communications
College
Ramon V. Del Rosario College of Business
Department/Unit
Marketing and Advertising
Abstract/Summary
With two world-class hotels in its luxurious playground, Resorts World Manila is still striving to offer something for everyone, including the business traveler. Remington Hotel, owned by Travellers International Hotel Group Incorporated, a joint venture of Alliance Global, Inc. and Genting Hong Kong, is the newest addition to Resorts World Manilas roster of superb hotels.
The campaign was inspired to continuously provide excellent hotel accommodation for business travelers that is accessible and provides value for money.
The IMC plan will run from January towards the end of June 2013, with a budget of P14.5M for advertisements in print, online, and out-of-home. The media strategy is to reach the customers in accessible and ideal locations, with maximum media exposure. Media selection involved was grounded on the demographic of the brands target market.
This campaign is limited for execution in the Philippines and will focus heavily on print advertisements and will be supported by out-of-home and online marketing efforts.
To substantiate the campaigns effectiveness, hotel revenue report and online metrics will be utilized to validate if targets are met.
Abstract Format
html
Language
English
Format
Electronic
Accession Number
CDTG006322
Shelf Location
Archives, The Learning Commons, 12F Henry Sy Sr. Hall
Physical Description
1 computer optical disc. 4 3/4 in.
Upload Full Text
wf_no
Recommended Citation
Medrano, P. A. (2012). An integrated marketing campaign for Remington Hotel. Retrieved from https://animorepository.dlsu.edu.ph/etd_masteral/4937