Integrated marketing communications campaign for Victory Liner Inc.

• Main Author: De Jesus, Nicole Beatrice M.
• Format: text
• Language: English
• Published: Animo Repository 2022
• Subjects: Bus lines—Philippines—Marketing; Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etdm_market/55
• Institution: De La Salle University

An IMC campaign for Victory Liner that aims to increase the company’s overall ticket sales by the end of June 2023. Victory Liner is one of the largest and most trusted provincial bus companies in Northern Luzon. With the intense competition in the market, challenges as well as expected growth of the industry, Victory Liner will take advantage of its long-established brand and reputation from its competitors to stand out from the crowd. Using the key message, "Tara biyahe tayo sa Biyaheng Panalo, Biyaheng Victory", the campaign will highlight the safety and good customer service when riding a Victory Liner bus. Overall, the IMC campaign aims to instill the brand image – safety and quality service - of Victory Liner to customers who want to travel to and from Metro Manila, Central and Northern Luzon.