An integrated marketing communications campaign on Baguio Burnham Suites

• Main Author: Lim, Giselle Jayne T.
• Format: text
• Language: English
• Published: Animo Repository 2010
• Subjects: Advertising > Hotels > Baguio City; Hotels > Baguio City; Communication in marketing; Baguio Burnham Suites > Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/4398
• Institution: De La Salle University

Baguio City remains a major Philippines tourist destinations north of Manila despite socio-economic status quo and recent ecological setbacks. Hence, the prospects of hotel occupancy is burgeoning especially during summer breaks and Christmas vacations, giving the brand Baguio Burnham Suites the opportunity to launch a multimedia campaign aimed at increasing occupancy of 60-65% while keeping competitors at bay. Born out of Bulacan real property corporation and fueled by a pro-client mission and vision, Baguio Burnham Suites capitalizes on its spacious rooms and quality service to compensate for its weakness of losing out bigger delegations of guests on larger-sized hotels and explores opportunities of taking in local and international guests lured by Baguios tourisms industry despite threats from ultimate destinations like beaches. In the campaign, a target and her family gets to represents class, sex and age brackets which the Baguio Burnham Suites is tasked at widening the awareness of regarding the brand and its homey facility and service offerings. Media exposures like an online account, mobile application, newspaper advertisements, flyers, tarpaulins and below-the-line maps will be experimented on and will be evaluated if the increased awareness and, ultimately, the translatable prospects of occupancy are achieved.