An integrated marketing communications campaign for PERA HUB: Retail brand of Petnet

• Main Author: Pamplona, Ma. Desiree
• Format: text
• Language: English
• Published: Animo Repository 2016
• Subjects: PERA HUB; Marketing > Philippines; Finance > Philippines; Migrant remittances > Philippines; Income > Philippines
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/5731
• Institution: De La Salle University

In the Philippines, OFW remittance contributes to 8% of our total GDP. It is composed of the international and local remittance. it is indeed a lucrative industry, this is not a shock that the remittance industry has a tight competition amongst different categories such as Traditional Remittance Centers. Banks and Digital and Mobile Platform. PETNET is one of the pioneer players in the Traditional remittance industry being the largest agent of Western Union. However, just last year of being acquired by Aboitiz Equity group, it has made a rebranding to PERAHUB. This campaign focuses on the introduction, awareness and sustainability of brand preference by trials. It aims to introduce the new fun, friendly and trustworthy brand. The campaign will tap the 360 media channels including the Above-the-line, Below-the-line, digital and OOH. The highlight of the campaign is the Brand Activation and followed by the other visibility in Digital and Radio. PERAHUB will also use a Brand Influencer which is Vic Sotto. The goal of a brand influencer is to be able to empower the goal of the brand which is to introduce the product. in summary, PERAHUB is a new player with a hustler experience to brag about and the campaign will help the brand introduce a fun, friendly and trustworthy brand that caters to almost all cash and payment related needs of customers.