An integrated marketing communications campaign for PAGCOR's responsible gaming program

Date of Publication


Document Type

Master's Thesis

Degree Name

Master of Marketing Communications


Ramon V. Del Rosario College of Business


Marketing and Advertising Department

Thesis Adviser

Romeo M. Catap, Jr.

Defense Panel Chair

Mary Julie V. Balarbar

Defense Panel Member

Luz Suplico Jeong


This Integrated Marketing Communications (IMC) campaign was specifically developed for the Responsible Gaming Program of the Philippine Amusement and Gaming Corporation (PAGCOR). It does not seek to replace the current initiatives being undertaken by the corporation in terms of this program but rather to enhance it in order to ensure a higher rate of acceptability and compliance among its target market.

The big idea of this campaign is that Casino Filipino cares for its customers by helping them maintain a fun and enjoyable casino experience through responsible gaming. It not only considers responsible gaming as an advocacy but as a way of doing business (core competency) and thus, looks after the welfare of its customers through friendly reminders to those who may be at risk of problem gambling to play in a way that will not be harmful to their themselves and their families.

The tagline or message of the campaign is: Its more fun to be responsible. It marries the official slogan of the campaign Keep it Fun with the call or reminder for the target market to be more responsible in their gaming activities. This concept is also in keeping with the brand image of Casino Filipino, which is fun, friendly and responsible.

The campaign will consist of posters, print ads, LED presentations, radio ads and social media content. The tone and mood of the creative will be informational and light rather than heavy-handed and reprimanding to make it more palatable/acceptable to the target audience. It may have elements of humor but will also have a serious undertone due to the seriousness of the problem it is addressing, which is problem or compulsive gambling. Through this campaign, it is the hope to get the target.

Abstract Format






Accession Number


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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