An ntegrated marketing campaign on Laiya White Cove Beach Resort

Laiya White Cove is a beach resort situated in San Juan, Batangas. It is a beachside venue that provides spacious grounds, facilities and recreational activities with ambient scenery for outings, corporate functions and team building activities. The resort is naturally endowed with white sand, calm...

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Main Author: Fajardo, Cecille Camille C.
Format: text
Language:English
Published: Animo Repository 2013
Online Access:https://animorepository.dlsu.edu.ph/etd_masteral/4872
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Institution: De La Salle University
Language: English
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spelling oai:animorepository.dlsu.edu.ph:etd_masteral-117102024-03-14T01:18:06Z An ntegrated marketing campaign on Laiya White Cove Beach Resort Fajardo, Cecille Camille C. Laiya White Cove is a beach resort situated in San Juan, Batangas. It is a beachside venue that provides spacious grounds, facilities and recreational activities with ambient scenery for outings, corporate functions and team building activities. The resort is naturally endowed with white sand, calm blue waters, rich marine life and snorkeling sites. It has been in the business for 16 years and mainly collaborates with travel agencies on commission basis for clients. They also tap corporate accounts through bidding and referrals. However, despite the fact that Laiya White Cove has been operational for years, marketing efforts have not yet been heavily explored to target a broader market. This integrated marketing communications plan will blend messages across media platforms to achieve the desired results. The campaign will highlight bonding through recreational activities and adventures. Creative strategy portraying fun activities and actions will be consistent throughout the campaign. It aims to captivate the professionals to bond, have a good time with friends and colleagues in order to have a fulfilling vacation. It wants the target market to feel the excitement of taking a break in Laiya White Cove. The introductory campaign will serve to create awareness and emphasize the existing recreational activities in the beach resort. This will also help improve the image and move the Broad C, 26-35 years old in Metro Manila and Region IV-A towards Laiya White Cove. The sustaining campaign will unfold the target markets desire to bond and do breathtaking activities with their friends. The campaign will run from October 2013 to March 2014 with a budget of P 5, 000, 000 for online (blogs, e-commerce, advertisements), transit ads (buses and taxis) billboards, and bottle opener keychain freebies. The strategy is to tap the potential customers in accessible and preferred media, as well as location. The media choices were based on the demographics, psychographics and technographics of the target market. Various methods will be used to measure the results of the campaign. To verify that the target segment was penetrated, online discussions, web traffic, UAI survey, feedback forms and bookings will be accounted before, during and after the campaign period. 2013-01-01T08:00:00Z text https://animorepository.dlsu.edu.ph/etd_masteral/4872 Master's Theses English Animo Repository
institution De La Salle University
building De La Salle University Library
continent Asia
country Philippines
Philippines
content_provider De La Salle University Library
collection DLSU Institutional Repository
language English
description Laiya White Cove is a beach resort situated in San Juan, Batangas. It is a beachside venue that provides spacious grounds, facilities and recreational activities with ambient scenery for outings, corporate functions and team building activities. The resort is naturally endowed with white sand, calm blue waters, rich marine life and snorkeling sites. It has been in the business for 16 years and mainly collaborates with travel agencies on commission basis for clients. They also tap corporate accounts through bidding and referrals. However, despite the fact that Laiya White Cove has been operational for years, marketing efforts have not yet been heavily explored to target a broader market. This integrated marketing communications plan will blend messages across media platforms to achieve the desired results. The campaign will highlight bonding through recreational activities and adventures. Creative strategy portraying fun activities and actions will be consistent throughout the campaign. It aims to captivate the professionals to bond, have a good time with friends and colleagues in order to have a fulfilling vacation. It wants the target market to feel the excitement of taking a break in Laiya White Cove. The introductory campaign will serve to create awareness and emphasize the existing recreational activities in the beach resort. This will also help improve the image and move the Broad C, 26-35 years old in Metro Manila and Region IV-A towards Laiya White Cove. The sustaining campaign will unfold the target markets desire to bond and do breathtaking activities with their friends. The campaign will run from October 2013 to March 2014 with a budget of P 5, 000, 000 for online (blogs, e-commerce, advertisements), transit ads (buses and taxis) billboards, and bottle opener keychain freebies. The strategy is to tap the potential customers in accessible and preferred media, as well as location. The media choices were based on the demographics, psychographics and technographics of the target market. Various methods will be used to measure the results of the campaign. To verify that the target segment was penetrated, online discussions, web traffic, UAI survey, feedback forms and bookings will be accounted before, during and after the campaign period.
format text
author Fajardo, Cecille Camille C.
spellingShingle Fajardo, Cecille Camille C.
An ntegrated marketing campaign on Laiya White Cove Beach Resort
author_facet Fajardo, Cecille Camille C.
author_sort Fajardo, Cecille Camille C.
title An ntegrated marketing campaign on Laiya White Cove Beach Resort
title_short An ntegrated marketing campaign on Laiya White Cove Beach Resort
title_full An ntegrated marketing campaign on Laiya White Cove Beach Resort
title_fullStr An ntegrated marketing campaign on Laiya White Cove Beach Resort
title_full_unstemmed An ntegrated marketing campaign on Laiya White Cove Beach Resort
title_sort ntegrated marketing campaign on laiya white cove beach resort
publisher Animo Repository
publishDate 2013
url https://animorepository.dlsu.edu.ph/etd_masteral/4872
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