An integrated marketing communications campaign for Hotel Covo, El Nido, Palawan

• Main Author: Ancheta, Ma. Jonah Louise Bidol
• Format: text
• Language: English
• Published: Animo Repository 2017
• Subjects: Hotel management > Philippines > Palawan; Hotels > Philippines > Palawan; Tourist camps; hostels; etc > Philippines > Palawan
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/5355
• Institution: De La Salle University

This campaign intends to propose an integrated marketing campaign for Hotel Covo, a boutique hotel in Lio Tourism Estate, El Nido, Palawan Hotel Covo offers its guests easy and unparalleled access to the sun, sand and sea of breathtaking El Nido. Designed for the adventurous and carefree travelers, Hotel Covo boasts relaxed and casual amenities that identify its guests needs and desires. Slated to open on June 2017, Hotel Covo has 20 fun and comfortable rooms designed for youthful travelers. Situated in Lio, the first master-planned sustainable estate development under Ayala Land Hotels and Resorts Corporation (AHRC), Hotel Covo will be home for both active and leisure travelers - giving them the best gateway to El Nidos beauty. The campaign intends to drive awareness for Hotel Covo as a preferred boutique hotel that offers creatively functional style rooms and amenities for travelers. The Integrated Marketing Communications (IMC) will run for six (6) months from March to September 2017 with a total budget of PHP 1,000,000.00 for media and production. Given the period, the company would focus on the following mediums: digital, print, out-of-home, in-store marketing and public relations. Considering the low familiarity of the majority (local market), the company may take advantage of the opportunity to promote the new brand to the local market without prior discernment, highlighting its unique selling proposition through creative communications plan, building awareness to its target market. At the end of the proposed campaign, it is expected that Hotel Covo will be considered as the top-of-mind boutique hotel of travelers.