An integrated marketing campaign for Remington Hotel

• Main Author: Medrano, Princess A.
• Format: text
• Language: English
• Published: Animo Repository 2012
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/4937
• Institution: De La Salle University

With two world-class hotels in its luxurious playground, Resorts World Manila is still striving to offer something for everyone, including the business traveler. Remington Hotel, owned by Travellers International Hotel Group Incorporated, a joint venture of Alliance Global, Inc. and Genting Hong Kong, is the newest addition to Resorts World Manilas roster of superb hotels. The campaign was inspired to continuously provide excellent hotel accommodation for business travelers that is accessible and provides value for money. The IMC plan will run from January towards the end of June 2013, with a budget of P14.5M for advertisements in print, online, and out-of-home. The media strategy is to reach the customers in accessible and ideal locations, with maximum media exposure. Media selection involved was grounded on the demographic of the brands target market. This campaign is limited for execution in the Philippines and will focus heavily on print advertisements and will be supported by out-of-home and online marketing efforts. To substantiate the campaigns effectiveness, hotel revenue report and online metrics will be utilized to validate if targets are met.