Integrated marketing communications campaign for Avila Beach Philippines

• Main Author: Dela Paz, Althea D.
• Format: text
• Language: English
• Published: Animo Repository 2022
• Subjects: Resorts—Philippines—Marketing; Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etdm_market/60; https://animorepository.dlsu.edu.ph/cgi/viewcontent.cgi?article=1060&context=etdm_market
• Institution: De La Salle University

Avila Beach Philippines is a beach resort located at Brgy. Catablingan, General Nakar, Quezon. They offer cottages, air-conditioned rooms, food at their restaurant and bar, and recreational activities to their visitors. It is owned and managed by Susan Avila Buerano, also known as “Mama/Tita Susan” and her husband, Roberto Buerano. This Integrated Marketing Communications Campaign for Avila Beach Philippines seeks to boost brand recognition and persuade more people to visit the resort. It also aims to promote Avila Beach Philippines as your home away from home and the ideal place to relax. As the owners prefer to have a few reservation platforms for easy monitoring and booking management, the proposed campaign strategies will primarily focus on Facebook marketing. Other strategies discussed are sales promotion, partnership with nano-influencers, community seeding, out-of-home advertising (directional markers), feedback marketing, souvenir retailing, and cause-related marketing.