Mermaid Hotels & Resorts

THE CONTENT

1. Introduction 2

2. Situation analysis 2 - 3

3. Identification of the target market 3

4. Determine of the IMC objectives 3 - 4

5. Creative approach 4 - 5

6. IMC options considered 5 - 10

5.1 The choice of media 5 - 7

5.2 Public Relations 7 - 8

5.3 Direct marketing 8 - 9

5.4 Internet and interactive marketing 9

5.5 Sales promotion 9 - 10

5.6 Personal selling 10

7. Recommendations for IMC plan 11 - 15 6.1 Media scheduling 11

6.2 Sales promotion – Where is paradise? 12 - 13

6.3 Advertising 13 - 15

6.4 The flow of media – convergence and the interactive platform 15

8. Monitoring and evaluation of the program 15 - 16

9. Conclusion 16 - 17

10. References 18

1. Introduction

Mermaid Hotels & Resorts is a 25-year-old chain bounded in the United States. Our service area covers both Hawaii and other island nations within the South Pacific region such as New Caledonia, French Polynesia, Fiji and Vanuatu as well as two properties on the northeast coast of Australia. Mermaid Hotels & Resorts plan to open a new resort on the island of Lombok, Indonesia, located on the west coast. Lombok is known for idyllic beaches, unique culture, coral reefs, and the excellent opportunities for diving. The services offered by the company include a limousine ride to the hotel and a luxury accommodation in an idyllic seaside location. In addition, the company also provides other facilities, such as swimming pools, tennis courts, restaurant, cafés, conference and function room, Beauty Therapist & Massage Center, Boutique...