Integrated Marketing Communication Plan for Luna Park

Running head: INTEGRATED MARKETING COMMUNICATION PLAN
Integrated marketing communication plan
Name of the student:
Name of the University:
Author note:

1INTEGRATED MARKETING COMMUNICATION PLAN
Executive summary
The subsequent report is on the establishment of integrated marketing communication plan
for Luna Park. The following report analyses the internal and external environment of this
age-old Australian theme park. The results of the analysis will help enable to establish a well-
thought out strategy and integrated marketing communication plan. The purpose of this report
is to increase the rate of profit of the amusement park along with increasing the number of
visitors to this popular amusement park. A SWOT analysis will also be conducted in order to
identify the key aspects where the amusement park needs to improve and develop. The report
also includes an approximate budget plan for giving a rough idea about the areas of
expenditures.

2INTEGRATED MARKETING COMMUNICATION PLAN
Table of Contents
Executive summary....................................................................................................................1
Introduction................................................................................................................................3
Situation analysis.......................................................................................................................3
PESTLE..................................................................................................................................4
Porter’s Five Forces...............................................................................................................5
SWOT analysis.......................................................................................................................6
Communication objectives.........................................................................................................7
Budget allocation.......................................................................................................................8
Creative strategy.........................................................................................................................8
Media strategy and coordination of IMC plan...........................................................................9
Evaluation of IMC plan............................................................................................................10
Conclusion................................................................................................................................11
References................................................................................................................................12

3INTEGRATED MARKETING COMMUNICATION PLAN
Introduction
Theme parks have been a highly popularised tourist spot that majority of population
enjoy and visit. Keeping up with the trend of theme and amusement, Luna Park is an age old
themed amusement park that have been one of the popular tourist spot in Sydney and
Melbourne. This fun filled amusement park opened its door in Sydney and Melbourne in the
year 1912 and 1935 respectively and since then it has been one of the favourite tourist spot
for family and friends (Luna Park, 2018). The park offers a variety of fun filled rides along
with extensive space where tourists could enjoy a nice day out with their family and friends.
Apart from the range of rides this theme park situated beside the picturesque location of
Sydney Harbour Bridge, offers a variety of function rooms for hire and venues for organising
kids’ parties, events and many more. The iconic giant moon door entrance of the park attracts
thousands of tourists all through the year.
In the subsequent report, a well thought out Integrated Marketing Communication
Plan is established for Sydney and Melbourne’s Luna Park. For the purpose of enhancing the
business and attracting a wide range of tourists, the various elements of integrated marketing
communications is discussed (Valos et al., 2016). Initially, the situation analysis of the theme
is discussed with the help of which the areas of improvement and potential threats is
highlighted. Later, based on the analysis marketing objectives and strategies are established.
The report even contains an approximate budget plan with the help of which this iconic park
could increase its sales and provide thousands of visitors with satisfactory service.
Situation analysis
In order to understand the key aspects of internal and external environment, a
situational analysis is performed. This helps the company or organisation to understand its
customers and also identify the areas of growth and improvement (Morse et al., 2016).