An integrated marketing communications campaign for Planet Dive

• Main Author: Feliciano, Anica Lorraine S.
• Format: text
• Language: English
• Published: Animo Repository 2021
• Subjects: Ecotourism—Philippines—Marketing; Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/6241; https://animorepository.dlsu.edu.ph/context/etd_masteral/article/13325/viewcontent/FelicianoFinalEdited.pdf
• Institution: De La Salle University

The Philippines’ tourism industry is one of the hardest-hit industries by the negative effects of the COVID-19 pandemic. As we find ways to control the virus and the economy starts to climb its way back up in the coming years, the domestic market will be willing to explore the country’s beautiful islands once again, especially those areas that are not yet too popular (Euromonitor, 2020). The government has already allocated Php 6B worth of budget in 2021 to aid the tourism industry (Department of Tourism, 2020). Top beach destinations like Boracay and Palawan have opened up to the public during Q4 of 2020 however, strict protocols and requirements are needed like an RT-PCR test (Business Mirror, 2020) which forces those in Luzon to opt for beaches that are just a car ride away. The Philippines is the third most marine polluting country in the world with .75M metric tons of plastic waste (Statista, 2020). This concerns the brand since they not only call the oceans their playground but also their home. Therefore, the researcher will tackle ways on how Planet Dive can promote ecotourism and be the top of mind sustainable diving resort nearest to Metro Manila. An integrated marketing campaign will be created for Planet Dive, a diving resort in Anilao Batangas. The researcher took a look into the diving and beach industry and its market’s behavior, its current macro and microenvironment, its competitors nearby and performed an internal audit to create recommendations for Planet Dive. A marketing campaign from February 2021 to December 2021 will be strategically created to help achieve the following objectives: To increase brand awareness of Planet Dive’s advocacies and main attractions to its target market by 30%. To educate further those who are made aware of the brand about 20% of the target market that are made aware of the brand in the brand awareness campaign through informative social media ads supplemented by website articles. To generate at least PHP 1,039,680 in sales or 30% occupancy for all weekends by the end of 2021. A proper rebrand will be done to cater to the millennial market, this will include new branding guidelines for Planet Dive. The creative strapline “Preserve the reefs, discover one planet.” is the cohesive messaging executed in a full digital campaign, The campaign will be executed with an ideal marketing budget of PHP 199,450 for 2021.