An advertising campaign for PHILCITE Star City '92

• Main Authors: Asuncion, Ma. Evangeline, Dimacali, Ma. Janet B., Lim, Margaret, Mendoza, Lucy
• Format: text
• Language: English
• Published: Animo Repository 1992
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/16767
• Institution: De La Salle University

PHILCITE Star City '92 is performing well in the Christmas carnival industry. In fact, it is considered the market leader pioneering the Subastahan, the Baratillo and the Toys and Gifts Fair concept. However, its competitors are not only Christmas carnivals but also other recreational centers such as shopping malls, amusement parks of different shopping centers and the Fiesta Carnival in Cubao. This advertising campaign wishes to inform the target market that PHILCITE Star City '92 is preferrable than other amusement parks. It also wants to induce first-time visits as well as encourage frequency of visits of previous patronizers. Thus increasing visitor attendance by 46%. It positions itself as a place familiar and high technology. In line with the objectives, the group has been tasked with formulating an advertising plan given the following parameters: a. Media spending should not exceed P 5,000,000. b. The campaign will be using tri-media--TV, radio and print c. Advertising period should cover two months beginning November 3, 1992 to December 31, 1992. It will run simultaneously with the operation of PHILCITE Star City '92. d. Creative copy projects that PHILCITE Star City '92 is a dream land. This message will be conveyed using the tag line, Live Your Dreams at PHILCITE Star City '92. The group's advertising budget was based on approximate figures given by PHILCITE. Production, media and research costs totaled P 4,786,743. After the advertising campaign, a survey will be conducted to evaluate the effectivity of the plan and to see if immediate and long-term objectives were met. Future advertising efforts will be based on this study.