Thriving in the new normal: An integrated marketing communications campaign for Okada Manila

• Main Author: Escalabanan, Patricia Mae B.
• Format: text
• Language: English
• Published: Animo Repository 2020
• Subjects: Hotels—Marketing; Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/6319; https://animorepository.dlsu.edu.ph/context/etd_masteral/article/13355/viewcontent/Esclabanan_Patricia_Mae_11798157_edited_Redacted.pdf
• Institution: De La Salle University

The effect of the pandemic in the hospitality industry has thus far been catastrophic around the globe, according to a MarketLine Industry Analysis Report dated April 2020. It has devastated the industry in impactful ways, from sinking revenues to restructuring of company organizations. Such scenario paints a dire outlook for the industry and the ability to find effective solutions in an agile manner is a must. While the Department of Tourism projects that domestic market segments are expected to bounce back positively, there is apparently a heightened concern for foreign demand that may need a long time for recovery. One of the hardest hits is Okada Manila, the third integrated resort to open in Entertainment City in Parañaque, Manila. The said property has been closed since March, therefore resulting to severe financial losses that even led to reduction of its workforce via a retrenchment program. While it is the only integrated resort that provides 5-star guest experience, state-of-the-art facilities, and a mix of Filipino warmth and Japanese hospitality service which makes it a unique and truly extraordinary world-class tourist destination, these propositions may not be enough to rebuild the trust and confidence of the guests to stay or visit the property when the travel ban has been lifted. Backed by an extensive analysis of both internal and external environment, as well as market research and competitive analysis, this Integrated Marketing Communications plan was developed primarily to address the business challenge being faced by the company. The 8-month campaign is systematically organized into three phases that will be strategically optimized with the use of AI technology to aim for optimal conversions and significant return-on-investment. A media plan with a proposed budget of PHP 2.26M is projected to generate a net profit of PHP 10.8M based on industry standard conversion rate, therefore, a total of 29% incremental (Non- gaming) revenue can be attributable to this IMC campaign in the end.