Comprehensive Integrated Marketing Communication Plan - Resort

This report presents an integrated marketing communication plan for Island Beach Resort, focusing on increasing brand appeal and revenue. It begins with an executive summary, followed by a company overview and situation analysis highlighting the resort's strengths, weaknesses, opportunities, and threats (SWOT). The report outlines specific business and communication objectives, such as increasing revenue, attracting young travelers, and enhancing brand awareness. The core of the plan details the marketing mix of communication, including the campaign theme emphasizing luxury and holiday packages. It explores strategies such as short commercials, social media marketing (Instagram and blogs), and public relations to reach the target audience. The report emphasizes the importance of aligning with current trends and leveraging technology to achieve the set objectives. The plan aims to build a stronger brand presence and improve customer engagement through various marketing channels and communication strategies.

INTEGRATED HOSPITALITY
MARKETING COMMUNICATIONS

Executive Summary
The plan of integrated marketing communication focuses on the customers
and the ability of the company to serve them as they can be influenced.
Through the development of integrated marketing communication it is
necessary for the resort to increase the appeal of the brand and make it more
powerful so that they can fulfill the mission and the objectives of them. This
will build the brand in an effective manner. This report will cover the plan of
the resort in order to reach customers and increase the level of revenue.

Company Overview
Island Beach Resort has the strength to attract people and operate a decent
amount of business. It is because of their location and the audience they target
they are able to do this. Island Beach Resort also wants to change their
channel of marketing used with the focus on changing of channels which are
related to landscape distribution. It is necessary that they comply with the
advanced level of technologies and this will be available for both the
employees as well as the clients of the resort. Also it is necessary that they
work on changing the channel of distribution.

Situation Analysis
Hotel industry is considered as one of the highest revenue generating business
and most of them are successful depending on the viability of the factors.
On the other hand after the analysis of consumer pattern they have seen a
slight increment in the area of travelers that prefers luxurious trip.

SWOT Analysis
Strength
Accessibility to the location and the resources they possess are the biggest threat
of the resort.
Weakness
The strategy of communication of resort is not up to the mark.
The level of activities undertaken for marketing and promotion is low.
Opportunities
They have the opportunity to follow up with the trends such as second
honeymoon, adventure tourism etc.
Threats
After Brexit the sector of tourism and hospitality has seen a downfall.
It is necessary to take the use of new and advanced methods of technology in
order to safeguard their interests.

Objectives of business
To increase their revenue by a minimum of 10 per cent.
Increase the sales by attracting young travelers from 15 per cent.
Take a shift in the strategy and attract older generation.
Increase the reach and awareness of the brand by 20 per cent.
to work on increasing the occupancy of the resort by 10 per cent.
Objectives of communication
Take the use of strategies such as public relation and advertising so that they can
increase the reach of the audience they have targeted so that they can build better
base with their consumers.
Improve the methods of appeal and appearance on platforms of social media so that
they can communicate better with the targeted audience.
It is necessary to link or associate with 25 per cent of the consumers in order to
enhance the value of the brand.

 Marketing mix of communication
The strategy of communication will focus on increasing the identity
of the brand along with the needs and wants of the customers and the value of
the brand. This will help them to assess a distinct strategy of the brand among
the segment they serve.
 Theme of Campaign
After the assessment of selecting the channels of media for
communication the essence of the brand is delivered with the theme that
highlights best holiday packages, levels of luxury and glamour. Apart from
this resort will also offer advantages that are sustainable with the help of their
computers which are based on the attributes that offer high quality services
and accessibility of it.

 Short commercials-
They communicate the idea on the online platforms in order to run a
campaign and collecting the data so that they can measure the rate of response of the
audience they have targeted.
 Social media
This aspect will help them to increase the awareness of the brand among their
target audience and serve as a luxury hotel and resort and present themselves in the
same manner on social media.

Instagram-
These are some of the tools used by the Island Beach Resort in
order to make the strategies of marketing powerful. It is necessary
that tie up or sign up with celebrities in order to influence the image
of brand in a positive manner. They can also use hash tags and
describe the event in that.
Blog
This will be useful for sharing the message and promotional offers.
Other than this details can also be shared such as event, wedding or
luxury travel packages as this way they will be able to attract a lot
of people. Also they need to work with the agency of PR so that
they can determine the scope of work.

REFERENCES
 Manika, D. and Gregory-Smith, D., 2017. Health marketing communications: An
integrated conceptual framework of key determinants of health behaviour across the
stages of change. Journal of Marketing Communications, 23(1), pp.22-72.
 Ndizera, V., 2018. Integrated Marketing Communication for Tourism and Hospitality:
A Case of Selected Star and Non-star Category Rwandan Hotels.