University IMC Report: Townsville Water Festival Analysis

This report examines the application of Integrated Marketing Communication (IMC) strategies for the Townsville Water Festival. It explores the use of traditional advertising, digital advertising and communications, public relations and publicity, and consumer promotions and travel trade distribution. The report highlights how IMC can be leveraged to promote the event, reach target audiences, and build a strong brand identity. It includes figures illustrating the use of IMC in traditional marketing, digital advertising, public relations, and consumer promotions. The report also references key literature in the field of marketing communication and tourism, providing a comprehensive overview of the topic. The assignment brief provides context on the festival and its significance, while the solution focuses on the specific IMC tactics.

Running head: INTEGRATED MARKETING COMMUNICATION
Integrated Marketing Communication
Name of the Student:
Name of the University:
Author Note:

1INTEGRATED MARKETING COMMUNICATION
Table of Contents
Traditional Advertising..............................................................................................................2
Digital Advertising and Communications..................................................................................2
Public Relations and Publicity...................................................................................................3
Consumer Promotions and Travel Trade Distribution...............................................................4
References..................................................................................................................................6

2INTEGRATED MARKETING COMMUNICATION
Traditional Advertising
The integrated marketing communication in the concern of implementing traditional
advertising for the Townsville Water Festival would help the same in the active promotion
and advertisement about the event to the population of the society who are not indulged in the
online media. The same would be active through the means of television, radio as well as
magazine advertisements. The strategy of communicating the facts and figures about the
concerned tourism event will help the tourism department connected to the event to build the
endeavor as well as increase the participation of the public in the event (Raj, Walters &
Rashid, 2017). This, in turn, will help in the increase in the gain of profit and revenue.
Figure 7: Showing the use of IMC in traditional marketing pyramid
Digital Advertising and Communications
The Integrated Marketing Communication in terms of digital advertising and
communication ensures that all the different forms and ideologies of the digital platform are
connected to the peer society (Fuchs, 2017). Specifically, integrating the promotional tools
regarding any event or program. In this connection, the IMC and its strategies in the field of

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creating digital advertising and communication for the Townsville Water Festival will help in
the conveying of a consistent message to the people about the event and make sure that every
potential individual interested in the activities and platform of tourism events is effectively
aware of the event of the concerned water festival. Moreover, the IMC will leverage a
distinctive as well as unique image and identity in the eyes of the youth who are more into the
digital usage and field.
Figure 8: Showing effectiveness of IMC in Digital Advertising and Communications
Public Relations and Publicity
As stated by Doorley & Garcia, (2015), the Integrated Marketing Communication
helps in the managing of communication between a productive business organization and
event with the public and the market. Essentially, the IMC saves the organization at the most
adverse times. In this connection, the integration of the IMC in the managing of the public
relations and publicity in the concern of the discussed water festival will help the tourism
firm in the core functions of the event that will help in the faster distribution of information
about the event and gain relevant information back from the public as well. Moreover, the

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maintenance of public relations makes the promotion of the event to be less expensive as
compared to that of advertising the same.
Figure 9: Showing the strategy of IMC in public relations
Consumer Promotions and Travel Trade Distribution
As opined by Veal (2017), the communication of marketing in the field of tourism
business is entirely different as compared to other forms of business industries. This is
because of the nature of service as well as the intense competition level existing in the
department of tourism business. In this connection, the IMC concerning the consumer
promotions as well as the travel trade distribution of the water festival event helps in the
formation of ethical, measurable as well as cohesive business relationships with the
consumers and the trade of travel distribution to the potential customers and travellers.

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Figure 10: Showing awareness ladder created with the means of IMC in Consumer
Promotions and Travel Trade Distribution

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References
Doorley, J., & Garcia, H. F. (2015). Reputation management: The key to successful public
relations and corporate communication. Routledge.
Fuchs, C. (2017). Social media: A critical introduction. Sage.
Raj, R., Walters, P., & Rashid, T. (2017). Events management: principles and practice. Sage.
Veal, A. J. (2017). Research methods for leisure and tourism. Pearson UK.