marketing campaign for an underwater hotel

|

Product Launch campaign

Sulari Jayasinghe - JASID12

Achini Karunanayake - KAADD12

Oshini Perera = PENOD12

Integrated Marketing Communication CMM2120D

Table of Contents

1 Introduction.........................................................................................................................3

2 Adroit Consulting Firm.......................................................................................................4

2.1 2.1 Overview...............................................................................................................4

2.1.1 2.1.1 Company Profile.........................................................................................4

2.2 2.2 About our client company - Conrad Hotels, Hilton..............................................5

3 Project selection and rationale...........................................................................................7

4 Campaign audience profile................................................................................................9

4.1 Geographic base..........................................................................................................9

4.2 Demographic base.......................................................................................................9

4.3 Psychographic base...................................................................................................10

5 Audience perception.........................................................................................................11

6 Campaign objectives........................................................................................................12

7 Campaign idea..................................................................................................................13

8 Marketing communications strategy and tools................................................................14

8.1 Marketing communication strategies........................................................................14

8.2 Five Reasons Why IMC Is More Important These Days..........................................15

9 Integrated Marketing Communication Tools...................................................................16

9.1 Primary Tools used in the Campaign........................................................................16

9.1.1 Advertising.........................................................................................................17

9.1.2 Internet...............................................................................................................21

9.1.3 Support Media....................................................................................................23

9.1.4 Public relations...................................................................................................26

9.2 Secondary IMC Tools used in the campaign.............................................................28

9.2.1 Sales Promotion.................................................................................................28

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9.2.2 Direct Marketing................................................................................................30

Personal Selling................................................................................................................31

10 Measuring the IMC Campaign Success...........................................................................32

11 Conclusion........................................................................................................................34

12 Reference..........................................................................................................................35

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1 Introduction

As Adroit consultants, we are submitting this Integrated Marketing Communication

campaign proposal to the Conrad Hotels and Resorts, Hilton Worldwide to launch their new

brand “Conrad Sri Lanka” to the Sri Lanka. At this point Conrad Hotels and Resorts under

the slogan of ‘The Luxury being yourself” renown worldwide as stylish accommodations,

seamless service, infinite connections, and value at sought after, urban locations and luxury

resort destinations. Conrad Sri Lanka is planned to design as an underwater luxury Resort in

Trincomalee, Sri Lanka. There will be a dramatic Change in Sri Lankan tourism by

experiencing first underwater Luxury Resort in Sri Lanka. Conrad Sri Lanka will be launch

on 28th January 2014.

In this IMC proposal, we would like to recommend the Conrad Hotels and Resorts, a variety

of IMC strategies to position their brand effectively and efficiently in the world market. Our

campaign objectives are essentially to capture the customer attention to the new Resort make

the customers aware by promoting the new Resort and also to reach the target audience in a

short period of time. We are mainly targeting on tourists and the high end of the local market

Through our campaign we intend to use Internet, Advertising and Public Relations as the

primary IMC tools and Direct marketing, Support media, Personal Selling and Sales

promotion as secondary IMC tools in this campaign. Since it is an innovative product to the

world market of Hotels and Resorts, Advertising, Internet and Public relations would be

much effective to make customers aware of the “Conrad Sri Lanka”.

At the end of the IMC campaign we plan to measure our campaign success through various

strategies. The main purpose of undertaking it is to see whether the campaign has

administered to get the desired output without the waste of time, money, energy, resources

and effort. Such as, number of inquiries. Our ultimate aim is to reach the correct target

audience in a shorter period and to have a satisfactory demand to the product.

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Adroit Consulting


2 Adroit Consulting Firm

2.1 2.1 Overview

As the commercial customer has proposed to conduct an IMC campaign in order to achieve

their goal we (Adroit consulting) have done our primary and secondary research regarding

the business and its customers and other stakeholders and have designed several tactics with

the use of different IMC tools.

2.1.1 2.1.1 Company Profile

Adroit is a cohesive consultancy organization of highly experienced, like-minded senior

executives. We are based on every continent, and run by a board of managing partners and

our headquarters in Sri Lanka.

Adroit supports its clients globally, nationally and locally, drawing on highly skilled,

individually selected Partners and Associates from the corporate consultancy industry. All of

our members apply the values of commitment, passion and team spirit, to ensure the growth,

profitability and ultimate success of our clients. Adroit provides a uniquely flexible

combination of executive consultancy services, adding measurable returns and real value to

your business, yet at cost levels usually associated with independent consultants.

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2.2 2.2 About our client company - Conrad Hotels, Hilton

Conrad Hotels is an international brand of luxury hotels and

resorts owned and operated by the Hilton Worldwide.

Conrad was considered the luxury flagship brand in the

Hilton Family of Brands, named after company

founder Conrad Hilton, until being supplanted by The

Waldorf-Astoria Collection in 2006. Conrad Hotels &

Resorts offers a unique world of style, service and

connection in gateway cities and exclusive leisure destinations around the globe. There are

more than 20 Conrad Hotels & Resorts worldwide. As follows,

AFRICA - Conrad Cairo (Cairo, Egypt), Conrad Pezula

(Knysna, South Africa), (Dubai, U.A.E).

ASIA- Conrad Beijing (Beijing, China), Conrad Dalian

(Dalian, China), Conrad Macao, Cotai Central (Macao,

Macao), Conrad Sanya Haitang Bay (Sanya, China), Conrad

Tokyo (Tokyo, Japan), Conrad Hong Kong (Hong Kong,

Hong Kong), Conrad Bali (Bali, Indonesia), Conrad

Maldives Rangali Island (Rangali Island, Maldives), Conrad Centennial Singapore

(Singapore, Singapore), Conrad Seoul (Seoul,

South Korea), Conrad Bangkok (Bangkok,

Thailand), Conrad Bangkok Residences

(Bangkok, Thailand), Conrad Koh Samui

(Amphur Koh Samui, Sur, Thailand), Conrad Koh

Samui Residences (Suratthani, Thailand).

CARIBBEAN - Conrad San Juan Condado Plaza (San Juan, Puerto Rico).

EUROPE - Conrad Dublin (Dublin, Ireland), Conrad Algarve (Almancil, Algarve,

Portugal), Conrad Istanbul (Istanbul, Turkey).

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http://en.wikipedia.org/wiki/The_Waldorf-Astoria_Collection

http://en.wikipedia.org/wiki/The_Waldorf-Astoria_Collection

http://en.wikipedia.org/wiki/Conrad_Hilton

http://en.wikipedia.org/wiki/Hilton_Worldwide


NORTH AMERICA - Conrad Miami (Miami,

Florida), Conrad Chicago (Chicago, Illinois), Conrad

Indianapolis (Indianapolis, Indiana), Conrad New

York (New York, New York).

SOUTH AMERICA - Conrad Punta del Este Resort and Casino (Conrad Hotels and

Resorts, 2012)

Conrad Hotels is for sophisticated traveler, by focusing on the individual. Conrad offers guest

genuine and personalized experience and a world style, service and connection. Each Conrad

is a dynamic reflection of its city and culture, as well as a showcase for striking design and

distinct surroundings. Across five continents, in the world’s gateway cities and most sought-

after resort destinations. Conrad always there to welcome guests to enjoy “The Luxury Of

Being Yourself”

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3 Project selection and rationale

Tourism industry has become one of the fast growing industries in Sri Lanka. Natural beauty

of and tourist’s attraction to Sri Lanka is giving many opportunities to develop industries in

this small island. Conrad Hotels is one of the largest hotel chains which belong to the Hilton

worldwide. Conrad hotels are renowned as the luxurious, dynamic and innovative hotels

across the world. In order to make their brand more available in Asia and to experience the

luxurious hotels and resort, they would like to introduce their new project of underwater

resort in Trincomalee Sri Lanka.

This analysis was under taken due to the following reasons including the reasons discussed in

the above paragraph,

Natural Beauty and Beaches in Sri Lanka-

Sri Lanka is a paradise island offering visitors incomparable beach holidays. With the

aquamarine waters of the Indian Ocean gently lapping its pristine shores, Sri Lanka’s beaches

are covered with soft warm sand. Home to tropical fish and living corals the waters

surrounding Sri Lanka are warm thanks to the tropical climate the island enjoys. Sri Lanka

has much to offer with its world renowned best beaches.

Accompanying Tourist Attraction –

Sri Lanka is famous for sandy beaches, sunshine, tropical weather, ancient ruins, elephants,

tea, cricket, wildlife. Sri Lankan visitor manufacturing is booming after finishing 30 years of

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war. Every month number of tourists are increasing. Mostly Europeans, Americans, Asian

tourists come to Sri Lanka to enjoy the sandy beaches and sunshine.

Selecting Location as Trincomalee –

Trincomalee is a world renowned natural deep water harbour, located 257kms Northeast of

Colombo. The bay is large and secure and is accessible by all types of crafts in any weather.

The Trincomalee beaches are popular for whale watching, fishing and scuba diving. Apart

from its tranquil beaches, the city boasts of the largest Dutch fort in Sri Lanka, its naval bases

and its air force base. Nilaveli is a quiet pristine beach on the Northeast coast of Sri Lanka. It

is a tranquil haven with soft waves, pure white sand, and the soothing sound of the sea.

This project indicates new approach to the future Sri Lankan tourism industry. Tourism in Sri

Lanka benefits for the local economy (it is one of the main foreign income sources of the

country) through this project.

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4 Campaign audience profile

”Conrad Hotels & Resorts promises our guests stylish accommodations, seamless service,

infinite connections and value at sought after, urban locations and luxury resort destinations.”

This being the motto of the Conrad hotels, the new Conrad hotel that is opening in

Trincomalee, Sir Lanka will be targeting tourists and the high end of the local market. Since

this is a luxury hotel the selected target market is the most appropriate segment. Therefore

our marketing campaign will focus the tourists and the high end of the local market.

4.1 Geographic base

The hotel will be targeting both the local market and foreigner/tourists.

4.2 Demographic base

Age – For Conrad Hotel Trincomalee the target market will be people above the age of

25. Since this is a luxury hotel we decided this as the most suitable age segment of the

market.

Gender – both female and male

Income – We are targeting people with high income since this is a luxury hotel. In other

words the high end of the local market. The hotel will also be targeting the tourists.

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4.3 Psychographic base

Lifestyle – the campaign will be targeting people who are looking for excitement,

adventure, spontaneous, romance, etc.

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5 Audience perception

Currently the Hilton hotel chain has one hotel in Sri Lanka. It is situated in Colombo 2 and

goes in the name of Hilton – Hotels and Resorts.

This hotel has been awarded the title of Sri Lanka’s Leading Hotel and Sri Lanka’s Leading

Business Hotel at the World Travel Awards. It serves a range of accommodation, from guest

rooms and executive rooms to suites, this hotel in Colombo offers stunning views over the

Indian Ocean.

It serves ten speciality restaurants and bars from Italian and Japanese to authentic Sri Lankan

cuisine.

The Hilton Colombo has a very good reputation from their local customers. These are some

of the reviews and comments left by visitors:

“This was my third trip to Colombo in 3 years, I have stayed at different properties on each

of my stays. But now I think I have found my favorite in the Hilton. To begin with the location

is very good, its central and walking distance from the business area. It has a great view of

the Beach as well as some beautiful historical buildings. The staff is very warm and

welcoming, and the food is out-standing. I will surely stay there again.”

“For short or long - business or leisure - this hotel is a great place to be while being in

Colombo. Very friendly and service minded staff, great service and the interior of the hotel,

including rooms are excellent. We stayed on the 14th floor - fantastic view towards the city

with Galle Face in front. The beds - well, could not have slept any better, VERY comfy. We

did never go down for the breakfast, - too early for us at this trip ;) but in room dining is

great and the food excellent. We definitely recommend Hilton Colombo.”

The people both local and foreigners have a good reception about the current hotel. Therefore

what we are aiming from this hotel launch campaign is to get the same results and reviews

and even better results, as this will be the first underwater hotel in the country.

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http://www3.hilton.com/en/hotels/sri-lanka/hilton-colombo-hotel-COLHITW/dining/index.html


6 Campaign objectives

Since this campaign is for the launch of the Conrad Hotel in Trincomalee, there are few

important objectives this campaign is aiming to achieve. The objectives are divided into two

parts.

1. communication objectives

2. Marketing objectives.

The main communication objective of this campaign is to make the target market aware of

the new Conrad Hotel which is opening in Trincomalee. Since this is the hotel launch

campaign it is quiet necessary to capture the market with you come out to the market. In other

words it’s necessary to make a good impression on the target market from this campaign.

Also we are aiming to achieve the same reputation as the existing Hilton Hotel in Colombo

and even more. We want to deliver the message to the customers that they will not get such

an experience elsewhere in the world.

This been the first underwater hotel in Sri Lanka, Conrad Hotel is planning to capture 20% of

the Sri Lankan hotel industry by the end of 2014. This objective is been reinforced by the

communication objective where the target market is made aware of the hotel.

All the seven IMC tools will be used in order to achieve the objectives.

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7 Campaign idea

Our main objective of this campaign is to introduce the new Conrad Hotel in Trincomalee Sri

Lanka, into the world market. Since this is the first underwater hotel in Sri Lanka it is very

important to give the correct message to the target market. Also since Sri Lanka is a tourism

country it is also very important to deliver the message to people around the world.

The slogan for the campaign will be “Stay a while” and the theme color will be blue. The

reason why we selected this slogan “Stay a while” was that we wanted to convey our

customers the luxury of staying at the Conrad Hotel.

We propose a teaser campaign because to achieve our communication objective of making

the brand awareness by arousing the curiosity among the public in more attractive and

novelty way. We hope to conduct the campaign in two stages.

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8 Marketing communications strategy and tools

8.1 Marketing communication strategies

Communication is always one of the most important and vital strategic areas of an

organization's success. Company can have the best or most innovative products or services,

but if the internal and external communications are weak, then the demand for the products or

services raises a personal flag of concern. When communicating the value of your products or

services, Companies want to focus on how they will benefit their clients.

Integrated marketing communication plays an integral role in communicating brand message

to a larger audience. Integrated Marketing communication helps in integrating all essential

components of marketing to communicate similar message to potential and existing end-

users.

(Importance of Integrated Marketing Communication, 2013)

When planning the strategy for Integrated Marketing Communication or IMC, companies

want to have dialogue with the customers by inviting interaction through the coordinated

efforts of content, timing and delivery of their products or services. By ensuring direction,

clarity, consistency, timing and appearance of the messages, conveyed to the targeted

audience, these factors will help avoid any confusion about the benefits of the brand, through

the connection of instant product recognition.

As a consultancy firm in joining with hands with marketers, we would like to propose what

marketing strategies could be used in terms the social issue we have been considering.

Leading, we would like to make u aware of all the marketing communication tools which are

available, there are altogether seven marketing tools and we could recommend using six.

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8.2 Five Reasons Why IMC Is More Important These Days

(Renzie, 2008)

To be more effective we have used primary and secondary communications tools. And the

above diagram shows the importance of having an effective and variety mix of IMC tools.

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More contact points

More specialized media

More than ever customers are

king

Marketing is now more databased

More widepread internet use


9 Integrated Marketing Communication Tools

9.1 Primary Tools used in the Campaign

The primary tools cover the primary goal of an IMC program. It is to communications

objectives such as brand awareness, knowledge and interest, attitudes, image and purchase

intention. This is very crucial because if the message is not communicated to the consumer

along with these objectives the campaign becomes a failure.

The primary IMC tools used in this campaign are,

Advertising

Internet

Support Media

Public Relations

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9.1.1 Advertising

Advertising is one of the most effective ways of brand promotion. Advertising helps

organizations reach a wider audience within the shortest possible time frame. Advertisements

help end-users to believe in your brand and also motivate them to buy the same and remain

loyal towards the brand. Advertisements not only increase the consumption of a particular

product/service but also create brand awareness among customers. Marketers need to ensure

that the right message reaches the right customers at the right time. Be careful about the

content of the advertisement, after all a company pays for every second.

(Integrated Marketing Communication Tools, 2013)

There are several mass media to advertise such as Television, Radio and Print media. The

best method of advertising for the Stay-A-While campaign is through television and print

media. The reason behind this is because both television and print media will help to give a

clearer picture of this new experience that Hotel Conrad is going to introduce.

This would be our initial step of the campaign. Through print media as well as the TV

commercials we are planning to show both videos and stills of underwater sceneries. This

will run for less than 10 seconds in TV commercials and in magazines and in weekend

newspapers we will be having beautiful underwater sceneries with colourful fishes. All this

would be carried along with some catchy phrases. The phrases would be “Excusive

underwater getaway”, “Dining while Diving” and “perfect underwater date”. To take this

commercial internationally we are planning to air these commercials in some foreign media

as well.

When it comes to advertising in magazines we are planning to advertise in a selected number

of magazines. Our focus would mainly be, advertising on society magazines in Sri Lanka.

Since this would reach a large number of people in a specific target group. We have also

planned in advertising abroad, mainly in countries like USA and EAU. So we will be

focusing on advertising in foreign magazines and inflight magazines as well.

The main objective of this is to bring suspense to our customers. The initial stage of this

campaign will run for one week in both TV commercials and newspapers and magazines.

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TV Commercials

SRI LANKA

The commercials will be telecasted trough cable TV. Especially in leisure channels such as

TLC and in local channels. When it comes to local channels we will only target at specific

programs where travel and leisure is the theme.

USA

In USA we are planning to telecast in Travel Channel. The Travel Channel is an American

satellite and cable television channel shows related to travel and leisure around the United

States and throughout the world.

EAU

City 7 TV is the U.A.E.’s first English language television channel producing various local

and foreign programs spread throughout the viewing day. Travelogue is a program which

shows exclusive destinations around the world. Since EAU has many rich people we thought

of airing our commercials and IMC campaign in EAU as well.

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Print Media Advertisment

The particular newspaper advertisment shown below will be used commonly for all three

countries which are Sri Lanka, USA and EAU. By advertising in magazines, you can reach

your target audience, educate them about your products or services, and move them closer to

making a purchase. Our thought about publishing Airline magazine advertising as it offers the

target market business class people who often fly on board for official functions.

In Sri lanka we will be advertising in weekend newspapers and society magazines.

Sri Lankan Newspaper & Magazine

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Foreign Magazines

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9.1.2 Internet

Internet or e-marketing can help marketers to achieve many objectives, from increasing sales

and enquiries to getting closer to customers and listening to them, to adding extra services

and added value, to gaining efficiencies and saving money, to strengthening the brand as it

moves from visual orientation to an interactive and experiential orientation. These five

objectives or benefits can be summarized as the 5Ss: Sell, Serve(added value), Save, Speak

(listen to customer) and Sizzle (exciting branding)

(Smith & Taylor, 2005)

(Kotler, Armstrong, Agnihotri, & Haque, 2011)

Objectives of using Internet

Capture a wider market range

Provide information of the good/ service

Discuss issues & interest with regard to the product/ service

Easy to Integrate of all IMC tools

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Conducting online

marketing

setting up online social networks

creating a website

placing ads or promotions online

using e-mails


Web Sites

The website for our campaign is known as “Stay-A-While.com”. Throughout the campaign

we are promoting both the name and website name of the campaign. Under Stay-A-While tab

we are planning to show the same commercials with underwater sceneries for the same time

period as shown on TV and newspapers. There is a special place for promotions in our

website as well.

www.stayawhile.com

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http://www.stayawhile.com/


9.1.3 Support Media

Support media are referred to by several titles, among them alternative media, non-measured

media and non-traditional media. These terms describe a vast variety of channels used to

deliver communications and to promote products and services.

Many advertisers, as well as the top 100 advertising agencies, have increased their use of

nontraditional support media, and as new alternatives are developed, this use will continue to

grow.

(Belch & Belch, 2033)

Objectives of support media

Supporting the IMC campaign theme

To increase the market share of the hotel

To spell out the promotion strategy.

Under support media this campaign will advertise on bill boards and in transit media. The

reason to advertise in them is to grab quick attention of the consumers. This will bring more

suspense to many people.

In Stay-A-While campaign we are planning to use support media during the initial stage in

order to capture the attention of people and media. We are also planning to give away

broaches and handouts of the upcoming underwater hotel to the guests at the launch party.

Another important aspect of giving broaches and handouts is that these will pass on from one

person to another. Furthermore, as the media is also invited to the party these will be

published in print media as well.

As a non-traditional method of support media, we have aimed to have content sponsorship.

This is a latest technique that is used to grab attention of the target audience. Our content

sponsorship will be shown in Yahoo Travel.

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Bill Boards

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Transit media

Content Sponsorship

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9.1.4 Public relations

Public relations is the art of engaging the public through the media and influencing opinion.

For many companies it is an essential part of their marketing strategy. For others, it can

supplement a strong marketing/advertising push to create a comprehensive external

communications effort. Examples of public relations include press releases, social media,

answering customer inquiries and most importantly, engaging the media (newspapers,

magazines, television etc.).

(Rick, 2012)

If you’re a new business that is just entering the realm of marketing and publicity, it might be

wise to start out with a public relations campaign as your initial foray into the world of

marketing. Public relations would mean contacting local media and alerting them to the

existence of your business. You may want to hold events that also showcase your business.

These events can bring in media attention and make the public aware of your existence more

directly. Whatever you do, do it with the same careful consideration you’ve put behind every

other aspect of your business, and you’ll be far more likely to succeed!

Under this IMC tool we will be giving a party for all the high profile people in our target

market. And at the same time we will be inviting the media as well from all the above

targeted countries. It would only be at this grand event that the CEO will officially announce

the opening date of the underwater hotel in Trincomalee. At the opening a demonstration will

be given about the underwater hotel. This would be carried along with a 3D demonstration

where the visitors will be handed over with a pair of 3D glasses. As a result they could

virtually watch the inside of the upcoming hotel Conrad.

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Brochures

Handouts

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9.2 Secondary IMC Tools used in the campaign.

Since underwater hotel is absolutely new to the Sri Lankan market, we expect to use direct

marketing, personnel selling, support media and sales promotion as the secondary tools in our

campaign. With the aim of serving the campaign to succeed by interacting with the target

audience, assessing the effectiveness of the promotional campaign in order to achieve

business and marketing objectives, to increasing sales and to create brand loyalties in the

longer run.

The secondary tools that the campaign is planning to choose for the IMC campaign are,

Sales Promotion

Direct marketing – Personal Selling

9.2.1 Sales Promotion

As the name suggests, a promotion is a limited period offer. It is therefore not surprising to

find that sales promotions tend to have shorter-term tactical objectives. Sales promotions are

widely used to beat competition.

(Integrated Marketing Communication Tools, 2013)

Stay-A-While campaign will be using the sales promotion IMC tool trough internet. This part

will be carried out through the official website of the Stay-A-While.com. In this particular

page we will be introducing our promotions for special credit card holders. There will be

special discounts ranging from 5% - 10%. 5% discounts will be given to the first 100 guests

on dining and lodging. 10% is valid for exclusive co-operate customers (cardholders). These

discounts cannot be incorporated with other seasonal discounts.

According to our sales promotion objectives we first need to decide in whether to use push or

pull promotion strategies. Our main focus should be on pull strategies which are directed at

customers. But we will also be focusing on push strategies as well.

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Objectives of Sales Promotion

Create immediate demand or sales

Attract new visitors

Enhance brand image.

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9.2.2 Direct Marketing

When direct mail is at its worst, it consists of a cold mailing to a list of names and addresses

with the hope of hitting a 1 to 2% response. The response is low because the message doesn’t

go to people with a need for the product or arrive at the time they need it. Hence the term

“junk mail.”

When direct mail is refined, the company segments the list, finds the best prospects, and

limits the mailing to them. In this way, the company saves money with a smaller mailing and

achieves a higher response rate. Most mailings focus on achieving a single sale. They lack

anything related to building a customer relationship and an emotional bond.

The best case is where the company’s offers satisfy the customers and where the company

mails neither too frequently nor too infrequently and becomes a respected supplier of a

certain set of satisfying products and services.

(Direct mail: Kotler on marketing, 2012)

As direct marketing approach we will be mailing e-mails directly to individuals with high

profile in the target market. We will also be sending our hotel details via direct mail to travel

agencies around the world with latest updates. This would be the direct marketing or direct

mailing approach that we will be taking.

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Personal Selling

Personal selling is where businesses use people (the “sales force”) to sell the product after

meeting face-to-face with the customer.

The sellers promote the product through their attitude, appearance and specialist product

knowledge. They aim to inform and encourage the customer to buy, or at least trial the

product.

A customer can get advice on how to apply the product and can try different products.

Products with relatively high prices, or with complex features, are often sold using personal

selling. Great examples include cars, office equipment (e.g. photocopiers) and many

products that are sold by businesses to other industrial customers.

(Promotional Mix - Personal Selling, 2012)

Moving on to the personal selling aspect of direct marketing, since this involves human

labour we will be using people in our campaign to introduce the upcoming hotel and its

facilities for the travel agencies around the world. At the same time we will be having small

scale stalls at the Sri Lankan airport. This stall will be made in a creative way that catches the

eye of the arriving passengers to Sri Lanka. In these stalls the clients will be explained about

the hotel, its facilities and prices charged.

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10 Measuring the IMC Campaign Success

To facilitate the efficiency and effectiveness of the campaign, diverse measurement

instruments will be used during the period of the year. The main purpose of undertaking it is

to see whether the campaign has administered to get the desired output without the waste of

time, money, energy, resources and effort. Therefore it is crucial to understand what lies

behind a successful Integrated Marketing Communications Plan. To be triumphant we will be

continuously monitoring the sales, and the growth of sales over the year assuming the

external factors remain constant.

We can assess our IMC campaign success by using many tactics. It can be done by evaluating

each marketing tool that we used for the IMC campaign. We should take in to consideration

about the company and about the new product. Because marketing communications has

major effect on business and not doing it right (or at all, as in some cases) can have drastic

negative effects on the company. Doing it right can grow the business to another level.

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1. Internet

In measuring the success of our new website which is www.stayawhile.com we have

implemented software were we could collect the number of clicks and visit to the

website. Further we can measure by the number of people logging in. Through this we

could come to a conclusion on how many people have noticed our advertising effort

and the suspense we have created within the specific time period.

2. Support Media

Through our official website itself we have created a way to interact with the Social

Media Interactions (number of comments, likes, shares, connections, follows)

Online Form Submissions (unique forms). Through this we could measure daily view

as well as interact with people to share their ideas as well.

3. Public Relations

As mentioned before we will be having a launch party to all the high profile people in

are targeted countries. Furthermore the media will also be invited. Media coverage

analysis, advertising value equivalents, impressions (or exposures) by media type,

tonality of coverage, influence of spokespeople, will be the measurements of public

relations in our campaign.

4. Sales Promotion

In measuring sales promotion we have taken the following steps. Response rates,

number of inquiries, number of qualified leads from respondents, Online Form

Submissions (unique forms). All these could be collected from the number of

participants

5. Direct Marketing – Personal Selling

You can measure the effectiveness of direct marketing through their unique way

which is through database marketing.

Email addresses (unique email addresses)

(Measuring Integrated Marketing Communication from Start to Finish, 2003)

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http://www.stayawhile.com/


11 Conclusion

In conclusion, throughout our report we recommend Stay-A-While campaign using various

IMC strategies in order to magnificently launch Hotel Conrad, in Sri Lanka. Our target

market is the high end customers around the world. But initially we will be targeting only in

few specific countries, especially from countries like Sri Lanka, USA and EAU. To reach the

right target audience that is the high end market in countries that we have mentioned at the

right time we advise to use Advertising, Internet, and Public relations as the primary IMC

tools and Sales promotion, direct marketing, Personal Selling and Support media as the

secondary IMC tools.

By having all these methods our ultimate objective is to enhance the brand awareness and

increase sales within a shorter period of time and gradually increase sales, and have the brand

loyalties in the long run.

We ASO group, provide this IMC research document to the Conrad Hotel Chain expecting

that the company will explore these methods which are recommended in this report to launch

their one of a kind service to the Sri Lankan hospitality industry. Further we require the

reactions from the corporation to carry out the IMC process effectively.

Finally we have proposed to measure our IMC campaign's success through the number of

ways we have mentioned in the report. Through this the company could see the growth in

their hotel as well as measure the success of their cost spending on marketing their brand new

underwater hotel in Sri Lanka.

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12 Reference

Measuring Integrated Marketing Communication from Start to Finish. (2003). Retrieved 5 29, 2013, from Iinternational Association of Business Communication: http://www.iabc.com/cwb/archive/2003/1103/integrated.htm

Direct mail: Kotler on marketing. (2012). Retrieved 5 25, 2013, from Mars: http://www.marsdd.com/articles/direct-mail-kotler-on-marketing/

Promotional Mix - Personal Selling. (2012, 9 23). Retrieved 5 25, 2013, from tutor2u: http://www.tutor2u.net/business/marketing/promotion_personalselling.asp

Importance of Integrated Marketing Communication. (2013). Retrieved 5 20, 2013, from Management Study Guide: http://www.managementstudyguide.com/importance-of-integrated-marketing-communication.htm

Integrated Marketing Communication Tools. (2013). Retrieved 5 20, 2013, from Managment Study Guide: http://www.managementstudyguide.com/integrated-marketing-communication-tools.htm

Belch, G., & Belch, M. (2033). Advertising and Promotion. Delhi: Tata McGraw.

Kotler, P., Armstrong, G., Agnihotri, P., & Haque, E. (2011). Principles of Marketing. Dorling Kindersley.

Renzie. (2008, 5 2). Integrated Marketing Communications: Why Is It So Important? Retrieved 5 20, 2013, from InterMedia Strategic Marketing Services: http://intermediamarketing.wordpress.com/2008/05/02/integrated-marketing-communications-why-is-it-so-important/

Rick. (2012, 2 3). When Should a Business Use Public Relations? Retrieved 5 25, 2013, from contact me: http://www.contactme.com/blog/how-to/when-should-a-business-use-public-relations/

Smith, P. R., & Taylor, J. (2005). Marketing Communications. New Delhi: Kogan Page.

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marketing campaign for an underwater hotel

Documents

new brand conrad sri

imc proposal

primary imc tools

secondary imc tools

point conrad hotels

client company conrad

variety of imc strategies

new resort