A proposed integrated marketing communications campaign for the Department of Tourism

• Main Author: San Diego, Gerard Kyle D.
• Format: text
• Language: English
• Published: Animo Repository 2009
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/4413
• Institution: De La Salle University

The Department of Tourism (DOT) is the Philippine governments executive body responsible for the regulation of the tourism industry and the promotion of the Philippines as a tourist destination. The department has produced multiple campaigns throughout the years with domestic tourism promotional campaign such as Tara Biyahe Tayo! and the recently announced Pilipinas Tara Na! and international campaigns such as Visit Islands Philippines in 1994, Awesome Philippines targeting young travelers in 2009 and the well-received WOW Philippines. With the bright future ahead for global tourism and the growing demand for South-East Asian destinations as exhibited by leaders like Malaysia and Thailand, there is a call to create successful tourism promotional campaigns. The campaign should address a specific definable segment that perfectly aligns with the destinations current offerings and plans for the coming years. In measuring of tourist arrivals, tourists expenditure and last but not the least tourist should be able to link experiences with the promotional message that enticed. In creating a measurable campaign, the best primary medium to utilize is digital given that travelers often rely on the Internet in planning for their where to go, where to stay and what to do. Recognizing this need, an integrated marketing communications campaign anchored by digital media is proposed in order to position the Philippines in the mindset of a selected target audience, ensure arrival growth of high-spending tourists and provide an environment for word-of-mouth marketing.