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Title: Anfeh Al Koura, your winter destination : integrated marketing communication plan
Authors: Mahfoud, Cilia
Advisors: Danawi, Dima
Keywords: Integrated Marketing Communication, Social Media Marketing, Tourism, Advertisement, Satisfaction, Unified Image, Sponsorship, Promotion, Public Relations
Subjects: Social media--Marketing
Advertising media planning
Tourism--Lebanon (North)
University of Balamand--Dissertations
Dissertations, Academic
Issue Date: 2023
This project is outlined to create an integrated Marketing communication plan to the town of Anfeh Al Koura. It aims at attracting visitors especially during the winter, which is considered a dead season. Different strategies were used in this campaign. Social media marketing helped me advertise several touristic locations for visitors. Other strategies such as Radio advertisements and Billboard were included to reach offline audience.
Tourism is the essential aspect in this project. The integration of different marketing communication tools was to deliver consistent messaging and assure a unified image. Because of the campaign, people became aware of the presence of the town. Tourists from different places contacted Anfeh Touristic Information Center in order to inquire about the town itself and the available activities. Social media marketing with the help of some celebrity collaborations helped people discover new locations and learn more about the culture of Anfeh. Promotions, sponsorships and public relations were also included to ensure the reach and satisfaction of all types of audience, national and international.
Includes bibliographical references (p. 25-30)
Rights: This object is protected by copyright, and is made available here for research and educational purposes. Permission to reuse, publish, or reproduce the object beyond the personal and educational use exceptions must be obtained from the copyright holder
Ezproxy URL: Link to full text
Type: Project
Appears in Collections:UOB Theses and Projects

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