Integrated Marketing Communications Report for Island Beach Resort

This report provides an in-depth analysis of the integrated marketing communications strategy for Island Beach Resort. It begins by outlining the communication objectives, which include increasing brand awareness and encouraging customer visits. The report then delves into the selection and integration of communication channels, highlighting the use of Social Media Marketing (SMM) and Search Engine Optimization (SEO) to reach a wider audience and drive website traffic. Furthermore, it presents an integrated marketing communications plan, detailing the vision and mission of the resort. The report concludes by emphasizing the importance of effective marketing communication strategies for achieving business objectives such as expanding market share and building a strong customer base. References to academic sources are included to support the analysis.

INTEGRATED
HOSPITALITY MARKETING
COMMUNICATIONS

Table of Contents
 Introduction
 Proposed communication objectives
 Selection and integration of chosen communication
channels
 Integrated Marketing Communications Plan
 Conclusion
 References

Introduction
Marketing can be comprehensively referred to as the integration of
activities that are aimed at promoting the products as well as services
of the corporation amidst the audience.
This provides assistance to the organisation in capturing the attention
of individuals prevailing in market place.
The presentation is based on the case study of Island Beach Resort
which is a small and private owned small beach engaged in provision
of resort services, accommodation and tourism facilities to its
customer base.

Proposed communication objectives
 To amplify awareness of the brand
among the public at large by leveraging
multiple communication channels.
 To encourage clientele to visit resort
with effective marketing strategies.
 To leverage multiple social media
platforms to take feedbacks and
opinions from the customers.

Selection and integration of chosen
communication channels
 SMM: This is one of the most effectual
communication channel used by
companies for reaching out to a large
base of audience and creating
awareness about Island Beach Resort.
 SEO: This is yet another strong and
strategic channel which supports Island
Beach Resort in inflating the traffic
over its website.

Integrated Marketing Communications
Plan
 Vision: “To foster healthy
communication and be able to
reach potential customers
within leisure and adventure
industry.”
 Mission: “To use strong
marketing communication
strategies and become leader in
the hospitality industry.”

Conclusion
It has been comprehended that the businesses are required to
adopt effective marketing communication strategies which
help them out in obtaining their business objectives in
quicker manner. Some of the main benefits that are gained by
businesses by making use marketing communication methods
are enhancement of larger market share, development of
strong image of company and creation of strong customer
base.

References
 Bowie, D. and et al., 2016. Hospitality marketing. Taylor &
Francis.
 Turner, P., 2017. Implementing integrated marketing
communications (IMC) through major event
ambassadors. European Journal of Marketing.
 Wang, C. R. and Sirakaya-Turk, E., 2017. Integrated marketing
communications in the hospitality and tourism industry.
In Routledge Handbook of Hospitality Marketing (pp. 449-
464). Routledge.
 Gomez, M., Lopez, C. and Molina, A., 2019. An integrated
model of social media brand engagement. Computers in
Human Behavior. 96. pp.196-206.