Date of Publication
11-19-2022
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
Honor/Award
Best Thesis Nominee
Thesis Advisor
Nelson B. Guillen
Defense Panel Chair
Jose Luis R. Liongson
Defense Panel Member
Iris Lenore J. Ostrea
Andrea M. Hidalgo
Abstract/Summary
Avila Beach Philippines is a beach resort located at Brgy. Catablingan, General Nakar, Quezon. They offer cottages, air-conditioned rooms, food at their restaurant and bar, and recreational activities to their visitors. It is owned and managed by Susan Avila Buerano, also known as “Mama/Tita Susan” and her husband, Roberto Buerano.
This Integrated Marketing Communications Campaign for Avila Beach Philippines seeks to boost brand recognition and persuade more people to visit the resort. It also aims to promote Avila Beach Philippines as your home away from home and the ideal place to relax. As the owners prefer to have a few reservation platforms for easy monitoring and booking management, the proposed campaign strategies will primarily focus on Facebook marketing. Other strategies discussed are sales promotion, partnership with nano-influencers, community seeding, out-of-home advertising (directional markers), feedback marketing, souvenir retailing, and cause-related marketing.
Abstract Format
html
Language
English
Format
Electronic
Keywords
Resorts—Philippines—Marketing
Recommended Citation
Dela Paz, A. D. (2022). Integrated marketing communications campaign for Avila Beach Philippines. Retrieved from https://animorepository.dlsu.edu.ph/etdm_market/60
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Embargo Period
12-7-2022