An integrated marketing communications campaign for Playa Calatagan

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

Shane Aldrin M. Bellare


Playa Calatagan is a 92-hectare seaside development located in Calatagan, Batangas. It belongs to the leisure property segment, where interest for the product is derived from the concept of rest and recreation and revenue is generated from rental and / or ownership.

Playa Calatagan is developed by Landco, a Philippine-based leisure real estate developer that has been pioneering landscapes for over 25 years. A company that centers its growth on the concept of leisure, demand for Landcos projects is hinged on the lifestyle it promotes. To further establish itself as the purveyor of ultimate beachside and resort living experiences in the Philippines, Landco has added several business formats to the Calatagan development to better amplify the developments potential to be a major locator in the region. At the time of writing, these business formats are: 1. Playa Calatagan Village (Launched) 2. Calatagan South Beach to represent the leisure tourism estates aspect of the Calatagan development which will include two (2) public amenities and two (2) properties: - Aquaria Water Park (Launched; Public Amenity) - Novotel Calatagan Beach Resort (Launched, Condotel Property) - The Nautilus (Not yet launched; Residential Condominium Property) - Harbour Estates (Not yet launched) o Beachfront Commercial and/or Residential lots, and o The Crusoe: Boutique Hotel.

A synergy between the present and future business formats needs to be established to create a stronger, more profitable brand. The researcher recommends that instead of being separated, the branding of the Calatagan developments be consolidated under one brand: the Playa Calatagan brand.

The recommended creative strategy for the campaign will amplify what Playa Calatagan represents a Taste of the relaxing Philippine Beach Life Style whilst acknowledging the target markets achievements and accomplishments in life.

Working on the consolidated advertising budget of Php 16,785,000, the integrated marketing communications campaign will utilize the following media avenues: Traditional Advertising (Television, Local and International Placements Out of Home Media – Billboards, Lamp Post Banners), Digital Marketing (Website, SEO / SEM / Google Analytics Facebook / Instagram Promote Page and Boost Ads Emailers to existing clients) PR / Blogger Features / Write Ups, Tactical Programs Local Events, and International Events.

Abstract Format






Accession Number


Shelf Location

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

Physical Description

1 computer disc ; 4 3/4 inches


Recreation areas--Philippines--Calatagan; Batangas; Leisure--Philippines--Calatagan; Batangas; Resorts--Philippines--Calatagan; Batangas; Beaches--Philippines--Calatagan; Batangas; Playa Calatagan

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