This report provides a comprehensive analysis of Holiday Inn's integrated marketing communication (IMC) plan. It begins by exploring various marketing channels, including direct selling, intermediaries, dual distribution, and reverse channels, and how they serve communication objectives within a hospitality organization. The report then examines the communication objectives for Holiday Inn, focusing on building brand awareness, providing information, creating interest, corroborating the brand, and stimulating demand. It justifies the selection and integration of online communication as the primary channel, emphasizing its reach and effectiveness. The core of the report develops an IMC plan for Holiday Inn, incorporating situational analysis (SWOT and PESTEL), target market identification, communication objectives, budget considerations, and marketing mix strategies. Finally, the report critically evaluates the IMC plan, assessing communication strategy, channel choice, and creative content, emphasizing the importance of online communication and engagement marketing for achieving the hotel's objectives.
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