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

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Embargo Period

12-7-2022

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