Integrated marketing communications campaign for Victory Liner Inc.

Date of Publication

11-2022

Document Type

Integrated Marketing Communications Campaign

Degree Name

Master of Marketing Communications

Subject Categories

Marketing

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Thesis Advisor

Dave Vincent A. Mangilet

Defense Panel Chair

Rayan Dui

Defense Panel Member

John Edward P. Hernandez
Bienvenido L.C. Encarnacion

Abstract/Summary

An IMC campaign for Victory Liner that aims to increase the company’s overall ticket sales by the end of June 2023.

Victory Liner is one of the largest and most trusted provincial bus companies in Northern Luzon. With the intense competition in the market, challenges as well as expected growth of the industry, Victory Liner will take advantage of its long-established brand and reputation from its competitors to stand out from the crowd. Using the key message, "Tara biyahe tayo sa Biyaheng Panalo, Biyaheng Victory", the campaign will highlight the safety and good customer service when riding a Victory Liner bus.

Overall, the IMC campaign aims to instill the brand image – safety and quality service - of Victory Liner to customers who want to travel to and from Metro Manila, Central and Northern Luzon.

Abstract Format

html

Language

English

Format

Electronic

Keywords

Bus lines—Philippines—Marketing

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Embargo Period

12-8-2022

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