An integrated marketing communication campaign for Iloilo Museum of Contemporary Art

Date of Publication

12-11-2023

Document Type

Master's Thesis

Degree Name

Master of Marketing Communications

Subject Categories

Business | Marketing

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Honor/Award

Nomination for Best Thesis

Thesis Advisor

Emma Lourdes Mones

Defense Panel Chair

Miguel Paolo Paredes

Defense Panel Member

Warren Go

Dindin Araneta

Abstract/Summary

Museums in every region of the Philippines struggle with little visibility due to insufficient funding and attention being drawn to larger urban establishments especially within Metro Manila. Participating in larger cultural dialogues and drawing in a variety of audiences, including visitors, are made more difficult by this lack of visibility. Moreover, since the COVID-19 pandemic in 2020, a lot of museums use online and virtual platforms to stay in touch with their patrons (Business World, 2022). One of these museums is Iloilo Museum of Contemporary Art (ILOMOCA), which started in 2018 in collaboration with the Ilonggo art collector Edwin Valencia and Megaworld Corporation through Megaworld Foundation.

The research sees that ILOMOCA struggles with low brand awareness, particularly outside Western Visayas. Findings reveal missed opportunities, as many travelers in Iloilo do not visit museums. The lack of recognition for ILOMOCA's artworks indicates a need for enhanced outreach and engagement.

With these research insights the proposed IMC campaign consists of six strategies: Digital Marketing, Traditional Marketing, AR Experience, Partnerships, Community Engagements, and Post-Visit Engagements.

Abstract Format

html

Language

English

Format

Electronic

Keywords

Marketing; Communication in marketing; Art museums—Public relations—Philippines

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