Analysis of Integrated Marketing Communications for Hospitality Sector

This report offers an in-depth analysis of the integrated marketing communication (IMC) strategies employed by Chewton Glen Resort, a five-star hotel and resort in England. The report explores various marketing channels, including print media (newspapers, magazines, billboards), telecommunications media (television), and digital media (social media, content marketing, and company websites), evaluating their effectiveness in reaching the target audience. It examines the importance of public relations in building the resort's reputation and managing potential crises. The report further assesses the IMC plan in relation to communication strategies, channel choices, and creative content, highlighting the resort's focus on customer-centric marketing and the use of digital channels. The report also outlines communication objectives, such as informing visitors, providing accurate information, increasing brand awareness, and retaining customers. Finally, it justifies the selection and integration of chosen communication methods to achieve the resort's marketing goals.

Integrated Hospitality
Marketing
Communications

Table of Contents
INTRODUCTION.....................................................................................................................................3
SECTION-A...............................................................................................................................................3
TASK 1.......................................................................................................................................................3
P1. Different types of marketing channel that serve communication objectives......................................3
TASK 4.......................................................................................................................................................5
P5. Evaluation of integrated marketing communications plan in relation to strategies of
communication, channel choice, creative content....................................................................................5
SECTION-B...............................................................................................................................................6
P2. Design communication objectives for a given situation....................................................................6
P3. Justification of selection and integration of communications chosen................................................6
TASK 3.......................................................................................................................................................7
P4. Constructing an integrated marketing communication plan...............................................................7
CONCLUSION..........................................................................................................................................8
REFERENCES..........................................................................................................................................9
Books and Journals:.................................................................................................................................9

INTRODUCTION
Integrated marketing communication is a communication which makes sure that all the
types of communication and messages are associated together. This plays an important role in
conveying messages to the final users through different types of channels and that creates a
positive impact on the customers. Integrated marketing communication provides all type of
marketing and promotional tools to the organization and create a unified and attractive position
in the target market of that particular organization (Albertini, E., 2019). This report is going to
prepare on the Chewton Glen which is a five star hotel and resort in the New Forest Hampshire,
England. This report is going to prepare on different forms of marketing channels such as
advertising, personal selling, public relations activities and many more. It is significant for the
companies because it increase the possibilities to the target market which create routes that a
business owner wants to gain. It supports and assists the manager to invest right amount of
money towards the most effective strategies that results positively.
SECTION-A
TASK 1
P1. Different types of marketing channel that serve communication objectives.
Marketing channels or distribution channels can be simply understand as a distribution
method of products and services through which a company can convey their messages from one
individual to another through different channels on mediums. This tool is very important and
beneficial for developing and managing an industrious and tactical marketing strategies. It
performs a measure and essential role between producers and consumers to remove the gap and
make a clear connection between producers and consumers. In the context to Chewton Glen,
there are tools and methods available for marketing (Bao, T. and Et.al., 2019). But it is quite
challenging for people who are new to this and do not know how to use it effectively.
Different types of tools and methods for an effective marketing communication:-
Print media:
 Newspapers: Newspaper is a traditional way to advertise but nowadays it has been
declined severely (Wijayanti, I., 2020). But for a certain group of people who are not
modernized with technologies still plays an effective role for them especially the elder
ones. This plays an important part in the advertisement of wedding event of Chewton
Glen and which results a great for the company. With the addition to this, this type of
print media is not a very expensive and can be used to access particular market statistics.
 Magazines: Similarly to newspapers attractiveness and demand for this print media is
also has being declined very much. However, this still have recognized customer base
because many of the user still using this type of source of communication. Many of the
publishers of magazines there pattern to online formats are digital formats. The
advertisement in magazines can be assisting the organization and helps to get the target
audience through online media as well.

 Billboards: Billboards were essential to publicize themselves and their use has not faded
in addition to escalation in many marketing sites (Uralovna, T. S.). This can be very
effective at busy city collaborations or for huge range of target customers to be
acknowledged. This can be a prominent way of using billboards in marketing campaigns,
introduce new service about wedding venues and increases store falls.
 Posters and pamphlets: Posters and pamphlets placed in conspicuous dwellings and
leaflets circulated to the public are still in used in many establishments to promote
themselves (Golob, U. and Podnar, K., 2019). These are effective methods of marketing
especially in local associations who have limited resources and whenever they used use
it in an appropriate manner and provide the results with benefits.
Telecommunications Media: Televisions: TV commercials are the most effective and powerful tool to advertise
something or marketing something (Loureiro, S. and Et.al., 2019). But it is most
expensive form of marketing tool of communication expressly in the highlands.
Therefore, it is crucial to consider the budget or cost before deciding the promotions on
television.
New digital media: Social Media: The use of internet and the explosion of social media platforms are a great
and major factor in publicizing to convert it into online media. In past years, the
applications of social media in the country are probably to raise in the near future.
Therefore, there are boundless prospective to take lead by this approach. It helps to
increase the scope of markets. Social media advertisements are great an effective tool to
target particular groups of customers (Hsia, T. L. and Et.al., 2019). By frequent use of
the social media platforms it will be expensive than traditional or all methods of
advertisements. This type of media can enhance the business awareness and involves
customers with their business. Along with their social media platform is very cheap
source of advertising for hospitality service industry, by using single post.
 Content marketing. Content marketing is a new way or medium of communication in
this digital world. As the time changes and appropriate content can develop leads for the
respective company instead of recommended any influencer or celebrity but a little
content which use with an emotional touch in their market campaigns or advertisements
can do and effective work for them. It is a hasty and effective way of rising advertising
which helps to increase the brand awareness and talk about promotional mix then any
earlier.
 Company's website: Customer spend their most of the time on internet in their daily life
so look for content which require online. Consequently, Free Vendors can be exploited
their online sites or websites as marketing media. The greatest way to make search
engines can contribute to attract customers, searching for appropriate online material
which can benefits a company to raise their base of customers. In the context to Chewton
Glen, SEO tool can be employed to enhance the ranking of website and visibility so that
it can touch the target market.

Public Relations:
Personal relation plays a very imperative role to the enterprise as this helps to build its
reputation and shield it from any further damage. PR is an effective tool that helps a company in
a several behaviors (Langan, R., Cowley, S. and Nguyen, C., 2019). It plays a high value driver,
contents of invitation and innovation is a great combination having touch points to gain the
attention of customers towards their services and it will build a relationship with company and
create a loyal and passionate fan base. Even the scariest situation can be diminished with
considerate PR strategies and disaster communication plan. It will be a very effective means of
marketing and advertising that creates prominence and perception of personal property which
tells a story of experiences of customer and connecting the company targeted audience.
TASK 4
P5. Evaluation of integrated marketing communications plan in relation to strategies of
communication, channel choice, creative content.
When relevant factors are considered carefully will result in effective planning for the
Chewton Glen Resort. Effective planning is done very carefully for their guests, clients or
customers, their preferences should be kept in mind and well enhanced their strengths of the
classes with the same determined weaknesses also (Hannon, E. and Et.al., 2019). Moreover,
effective strategies are made for all types of audiences and it has been examining in many
aspects to consider the strong point and flaws. With reference to this the aim of effective strategy
of integrated marketing communication and their selections of channel and content create are
attached to it.
Communication strategies: The respective company use key strategies to promote
themselves effectively with their customers and focus on their interests as well. The company is
smartly focus to use limited resources with the most effective channels of communication with
advertising instead of using it on a broader platform to sale their products or services. Therefore,
Chewton Glen Resort is focusing on customer marketing approach, latest resources for reliable
research of market and required valuation for their clients (Gajanova, L. and Zdenka, V., 2020).
This type of strategy can be beneficial for small commercial products which has less focus on
individuals of target market. Furthermore, with an intention to increase the speed of activities
they required to use resources and materials on a wider range of audience. The respective
organization plans to use modes of advertisement in a more conspicuous way for launching their
new wedding venues so in doing this communication strategy is effective additionally.
Channel selection: Chewton Glen Resort make an effective use of varieties of channels
of marketing. The marketing channels of communication used by this resort to advertise or
promote themselves, they are focusing on developing the market strategy sustaining and
implement effective public relations ads which are target on specific audience. The authority of
public relations will support the resort to uphold a good public image and promoting themselves
can support and help them to get their objectives to reach the target audience with great success.
The respective firm chosen one digital channel of communicating that is social media and other
interactive channels to attract their customers and this looks a good choice as many of the

younger people are addictive towards multimedia channel and has a great popularity throughout
the globe.
Creative content: A creative strategy is made before the launch of an event or new
advertising campaign this will designated with sections of marketing messages and convey to the
target audience in a decent way. The respective organization is focusing on to make creative
features into their marketing strategies such as make investment to those are which are lacking in
the marketing plans, resources and make them available to the appropriate location of event. The
particular brand also focusing on to revisit their logo and brand that twinsets the target audience
and this can be possible through the influence which help to release the brand in the target
segment of the market.
SECTION-B
P2. Design communication objectives for a given situation.
The Chewton Glen Resort is positively applying their suitable marketing channels and
intensifying their operations. The main aims of the marketing communication programs
comprises:-
Informing visitors: It is a fundamental objective of choosing the scheming the
communication is to notify the forthcoming guest or client about the new planning which is a
new wedding event (Nur, F. and Et.al., 2021). When planning is focus on adequate open sales
volume it will create productivity from its inauguration. It will be great when company provide
special discounts towards promoting and marketing the event, special offers for the first time
customers will provider competition over their oppositions.
Providing accurate information: It is one of the essential element to inform about the
service or product to the target audience. An effective plan for marketing gains the attention and
attract new clients or guest to their services (Mu, Z., 2019). By using different tools of
communication of marketing performed as a key role to inform the clients about wedding venue.
Increase brand awareness: The brand is already very popular in the market and
designated on the significant place in the market but with improved marketing strategies it will
help to create the brand awareness even for the new customers as well. By increasing the
awareness of resort it will also increase the chances to being recognized in the local and national
market in the country.
Retention of the prospectus for encouraging repeat purchase behavior: It is not always
like that marketing plan is always designed to acquire new prospectus but also for retaining the
new customers and change their purchase behavior. This goal is always focus on advertising
facet only.
P3. Justification of selection and integration of communications chosen.
The integrated marketing communications program was formed to make an introduction
regarding the new wedding venue of Chewton Glen Resort which comprises for communication
channel.

Sales promotion: Promotion is one of the most effective way to motivate or attract clients
by offer special discount or coupons which is usually an effective method to get countless
number of clients to the wedding venue (Lalicic, L. and Et.al., 2020). This type of strategy is
especially effective bring first new clients or new customers. With an addition to this strategies,
customer loyalty program is also an effective way to gain customer involvement.
Advertisement: Advertisement is a form of communication which is paid in which it is
recognized and identified by sponsor that makes a clear attention to goods, services, ideas or the
sponsor itself (Loureiro, S. and Et.al., 2019). Advertisements is conveyed through a different
types of media such as television, newspapers, radio and many more; also now a days ads on
internet creates a great impression to the users. It is an old form of promotional tool that is
effective and used very commonly.
Objectives of Advertisements:
Persuasive advertising: This type of advertising helps in convincing the customers about
product or services to the best and focuses on the customer perspectives and increase the position
of product or a company in the market. This aims to get the attraction of customers to change
their perspective and switching brands or remain loyal to a current brand or try a new product.
Reminder advertising: This focuses on the customers to remind them about the requirement of
a particular product or services for informing about the benefits that will gain by the purchase.
Public relations: Public relations can be explained as a process that helps to maintain the
favorable position and image also focusing on to build relationships that are beneficial for the
company. This emphasis on to produce a favorable impressions through public messages which
are paid but this doesn't mean it pay for publicity or attention. This tries to create a favorable
image by drawing to attention worthy activities or newsworthy activities to their consumers or
organization. This is also denoted to as free advertising. Public relations strategies helps to build
and strengthens relationships to any group or individual which is vital in maintaining a positive
public image for the respective company such as industry and professional association, reporters
or media organizations, bloggers, government regulatory bodies, market and industry analysts
and many more (Parfenov, A. S. and Antonova, K. N.). It is smart to maintain periodic
communications or regular communications with such groups to keep them update about the
organization and its events. Public relations activities can offer imperative greater advantages to
the companies when they occur in unification with the efforts of IMC instead of their own.
Because public relations mainly focus on the communication with key stakeholder groups. For
examples; event organizations or other related activities must be associated with the marketing
strategies, objectives or messages to the organization.
Direct marketing: Direct marketing can be preferred as a personalized marketing to the
individual customer based on the needs, interests, preferences or behaviors of a particular person
that a company may know and they use various activities which includes telemarketing, mail,
catalogue and many more. This type of marketing aims to reach directly to individual customers
and use messages to inform about what they offer for the products, services, and the most
reliable service that matches with their needs.

TASK 3
P4. Constructing an integrated marketing communication plan.
Understanding the target audience: By getting know who are the target audience or
target customers is one of the first step to established market communication system or program
for (Kronqvist, J. and Leinonen, T., 2019). This step is focus on to examine the personalities of
client, market data or first sales along Chewton Glen Resort with this overall range of customer
statistics or target lead.
Set a budget plan: Second step is to prepare a budget plan for which manager is
responsible for making strategies or plans and responsible for all the segments which is involved
in the preparation of budget. To get the market communication plan done it must be in line with
the company's budget which also includes the opinions of CFO of company.
Identify unique sales proposal: It is necessary to use and accept the statistical
dissimilarities which makes Chewton Glen Resort to stands alone from their competitions. It is
also essential to know that what makes this company to stand out from competition is their
product and service from other products in the same service line.
Define marketing contact methods: While advertising and marketing it is significant to
increase the brand awareness, generate interests as well as increase the sales (Jagtap, S., 2019). It
is even more beneficial to make best use of different use of channels and on-sites for marketing.
By making best of communication channels it will make sure to reach the necessary information
to the target viewers in an effective and appropriate manner.
List the key success metrics: A set of successful of metrics which is necessary to
measure the performance or efforts of Chewton Glen Resort’s wedding event; which can be
analyzed, evaluated, recorded and used to design the effective strategies.
CONCLUSION
From the above report, it has been summarized that integrated marketing communication
ensures an organization to generate multi-pronged marketing campaigns that targets wide range
of viewers. This ensures all the interconnections of communications that distribute through multi
channels with the combination of related tools and techniques compatibly into one answer. These
tools and techniques provide securely integrated to deliver an enhanced and smooth presentation.
Using an integrated marketing campaigns will generate an integrated marketing strategies that
serve countless number of benefits and it helps to increase sales and profits along with this it
maximizes with the brand loyalty and increase the chances to stay a better and longer in
competitions.

REFERENCES
Books and Journals:
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44.
Golob, U. and Podnar, K., 2019. Researching CSR and brands in the here and now: An
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Hannon, E. and Et.al., 2019. An Integrated Perspective on the Future of Mobility, Part 3: Setting
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Jagtap, S., 2019. Key guidelines for designing integrated solutions to support development of
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