Date of Publication

5-2020

Document Type

Master's Thesis

Degree Name

Master of Marketing Communications

Subject Categories

Marketing

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Thesis Adviser

Shane Aldrin Bellare

Defense Panel Chair

Carlo Saavedra

Defense Panel Member

Emily Mones
Geremae Mejares

Abstract/Summary

The integrated marketing communications campaign is about the brand, Citadines Apart’Hotel, focusing on one of its Philippine locations which is Citadines Apart’Hotel Salcedo Makati. The said property in the Philippines is owned by Valero Prime Land Realty Development Corporation. It is among the premium serviced apartment collections by The Ascott Limited based in South East Asia, Middle East and Europe. These premium serviced apartments are strategically situated in the heart of the city, giving utmost convenience to business and leisure travelers in enjoying the vibrance of the city. Also, it personified as outgoing, flexible but sophisticated in giving a vibrant stay to it guests which is worth cherishing for.

Its highlight worthy advantages among other accommodation providers are bigger rooms with fully equipped kitchenette, launderette with notable guest service, amenities and atmosphere giving a more feel at home vibe to its guests. The campaign is intended to the secondary target market which is the leisure travelers who are young working professionals with buying power. Moreover, the business model of a serviced apartment focuses on business travelers assigned for long stays; however, the trend in serviced apartments has shifted because there are more leisure travelers checking in than business travelers in the Philippines.

The big idea of the integrated marketing communications campaign is “Seek vibrance in the city, seek Citadines Apart’Hotel” based on the product truth of Citadines Apart’Hotel which has an exceptional and premium accommodation, guest service at a great value for money along with the consumer insight of having a relaxing stay in an accommodation with professional and attentive staff and ease of access to the must see places in the city. Hence, highlighting the vibrant moments that can be experienced during the accommodation at Citadines Apart’Hotel.

The integrated marketing communications campaign aims to increase 2020 revenue by 10% amounting to Php 154,396,509.23 based on target sales amounting to Php 140,360,462.94 and increase brand awareness by 15%. It will utilize digital and OOH media touchpoints to reach the target market with the timeline of May-December 2020. The campaign will only be implemented once feasible. Furthermore, the overall budget allocation amounts to Php 3,465,000 which is 2% of the 2020 target revenue excluding the 10% projected revenue increase through the integrated marketing communications campaign.

Abstract Format

html

Language

English

Format

Electronic

Keywords

Apartment houses—Marketing

Upload Full Text

wf_yes

Embargo Period

8-16-2022

Download

Share

COinS