An integrated marketing communications campaign for Travelite Magazine

• Main Author: Roxas, Scott James H.
• Format: text
• Language: English
• Published: Animo Repository 2013
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/4890
• Institution: De La Salle University

Travelite Magazine is a quarterly publication that features luxury travel and lifestyle stories ideal for discerning globetrotters. Distributed across Asia, it is placed in upscale hotels, resorts, airport lounges, airline lounges, country clubs and on-board select MEGA Maldives and Thai Airways flights. It is sold in Hong Kong but will also be available for retail in more countries in the coming months. Part of this expansion is its entrance to the Philippine magazine retail market in January 2014. There are strong competitors that have already established following in the country but this campaign promises to make Travelite a formidable player in the industry. Through the use of a multitude of executions, it will effectively put the brand in the consciousness of the local market, leading to the realization of the brands goals. Numerous reports indicate that the Philippine economy has been performing very well and its citizens are enjoying increased disposable incomes. Studies also show that Filipinos are traveling overseas more frequently, whether for business or leisure. There is a clear opportunity for Travelite Magazine to enter the scene and impart its expertise in travel that is always coupled with great sophistication. But it must first achieve a stable footing in the local market and gain enough awareness among its audience. Incorporating different media channels including digital, cinema, out-of-home and other touch points, this campaign will ultimately reach out to the target market and later successfully introduce Travelite Magazine as a credible guide to the best travel experiences that can be enjoyed in every part of the world.