An integrated marketing communications campaign for LiO B&B El Nido, Palawan

• Main Author: Lagman, Marvia Jelizha M.
• Format: text
• Published: Animo Repository 2016
• Subjects: Communication in marketing; Advertising campaigns; Beaches > Philippines
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/4851
• Institution: De La Salle University

El Nido, once a sleepy town, has wakened up to a huge boom in tourism. In the recent past El Nido was synonymous to a playground for the wealthy to vacation on private island resorts. Rappler El Nido, Palawan has always been synonymous to steep and/or expensive. It is ironic that El Nido, Palawan, considered as the Best Beach in the World by Conde Nast Traveler (a highly acclaimed luxury and lifestyle travel magazine), with hundreds of foreign visitors a year, is still a dream for an ordinary Filipino who is left on the sidelines to check breathtaking scenes only from their Instagram or Facebook feeds. This Campaign entailed the author to conduct a survey of 300 respondents mostly residing in Metro Manila to show how El Nido, Palawan is perceived. The study showed that a significant part of the respondents have never been to El Nido, Palawan before. Out of these, 37% believed that cost is a major deterrent. With these significant data, it appears that there is a booming market for mid-range accommodations in the area, which is also supported by both local and national statistics. This Campaign is tasked to make Lio B&B as the preferred choice for mid-range accommodation in the area of El Nido, Palawan. This will require a multi-dimensional approach in marketing, which would mean an understanding of (i) the factors affecting domestic travel in the country and (ii) the preferences of the traveler in terms of advertising and how they will react to the same. Further, the campaign approach will be highly personal and experiential. This becomes relevant as the image of El Nido, Palawan, per the study, is already established as a sought after travel destination. The key herein is to empower the travelers to consider a viable and cost-effective alternative in visiting the area one that is within their reach. This will be done through the Campaigns focus on the use of social media and the internet as the major avenue in communicating its message across, which brings to the audience a sense of participation in the whole advertising process. Moreover, unlike other resorts in the market, Lio B&B is backed by the Ayala brand and the synergies created with El Nido Resorts. This Campaign takes advantage of this fact by utilizing pre-existing media platforms that are already accessible to its target audience. This would mean cost savings and more effective penetration targets for the Campaign. All in all, with the With Lio B&B, El Nido, Palawan is now within your reach. Campaign, Lio B&B sets to establish a new standard in the Bed & Breakfast experience one that characterize quality, affordability and sustainability.