De La Salle University, Manila

Ramon V. del Rosario

College of Business

“Ano, sama ka sa biyaheng Cebu?”

IMC Advertising Campaign for Cebu

In Partial Fulfillment of the

Course Requirements for

Fundamentals of Marketing
1st Term, AY 2023-2024

Submitted by:

Bustamante, Clarissa Mae

Chua, Katrina Isabelle
Ellazar, Joannah Grazelle
Rosales, Nicole Kaye

Submitted to:

Ms. Kristine Lye Salute

Submitted on:

October 27, 2023

EXECUTIVE SUMMARY

Cebu, a prominent region in the Philippines, has a robust economy with sectors like
service, agriculture, forestry, fisheries, and industry projected to expand in 2023. While the
hospitality and food services sector is still recovering from the impact of the pandemic and
typhoon Odette, the wholesale and retail trade, as well as the transportation sectors, have
shown improvement. Cebu is a tourist hotspot with a mix of historical and natural attractions.
However, it faces domestic competition from other provinces. The target market for Cebu's
tourism is Generation Z, born between 1997 and 2012, known for their digital literacy and
eco-conscious mindset, making them advocates for climate change, human rights, and social
equality. Word of mouth and social media play crucial roles in promoting Cebu as a destination,
with many visitors learning about it through family, friends, and online platforms. Tourists are
particularly drawn to Cebu's beaches, aquatic activities, and historical sites such as the Simala
Shrine and the Mactan Shrine, honoring the Filipino hero Lapu-lapu. Overall, Cebu offers a
blend of natural beauty, cultural richness, and warm hospitality that captivates a wide audience,
especially the environmentally conscious Generation Z.

Cebu’s marketing strategy focuses on advertising and enhancing its brand image. The
main objective is to increase awareness among the target market. We aim to make 60% of
Generation Z in the Philippines aware of the tourism in Cebu in one year. To accomplish this,
the media strategy will consist of three areas: advertising, sales promotion, and digital
marketing. The campaign will make use of billboard advertisements to attract local tourists,
implement discount promos for holiday seasons, and utilize social media sites to attract online
viewers. This marketing campaign will take one whole year, with holiday-specific activities. To
fulfill the key objectives, the advertising budget totaled up to about Php 1.9 million. The use of
both traditional and modern marketing platforms will benefit the goal of reaching a wider scope
of visitors for Cebu.
SITUATION ANALYSIS

Introduction
The Philippines, or Republic of the Philippines, is known as “Asia’s Pearl of the Orient"
for its various landscapes and culture that attracts a lot of tourists. It is one of the Southeast
Asian countries, an archipelago with more than 7,000 islands. The Philippines may be a small
country, but it has a lot to offer for everyone as they look for new adventures.

The Philippines is one of the dream destinations of the tourists, ideal for a summer
getaway as the nation boasts the white sand beaches it possesses thanks to its wide coastline.
A lot of places are known across the country for having such beaches, such as Cebu, El Nido,
Boracay, Puerto Galera, and Siargao. Other than the destinations, the Philippine culture will also
hold everyone captivated for its rich history. Every choice of destination has a unique culture to
introduce. The welcoming nature of Filipinos, also known as Filipino Hospitality, makes you feel
at home even if you are in a different country as they treat you like a family.

With the tagline “Love the Philippines” and formerly “It’s more fun in the Philippines”, the
tourism industry in the country continues to bloom with the amount of tourists. As Hananto
(2023) stated, “Whether you're a history buff, a beach lover, or a foodie, the Philippines has
something to offer everyone, making it truly deserving of its title.”

Industry Review

Overall Size
According to the Official Website of the Cebu Provincial Government (n.d.), the province
consists of Cebu Island, as well as 167 smaller islands that include Bantayan, Malapascua,
Olango and the Camotes Islands. Cebu City, the oldest city and the first capital of the
Philippines, is the province's capital and largest city. It is politically independent and is known as
"the Queen City of the South." Additionally, it was stated that although the cities of Cebu,
Lapu-Lapu, and Mandaue are independent cities not subject to provincial supervision, they are
often grouped with the province for geographical and statistical purposes. After the province
suffered loss from the effect of the pandemic lockdown, it bounced back especially in the
tourism industry. According to Saavedra (2022), the year 2022 will be remembered as a rallying
time for the Cebuanos who are bouncing back as they scale up the tourism industry and
agriculture in the province.

Growth of Industry
From the year 2018 to 2020, the economy of Cebu was mainly driven by the Services,
followed by Industry among all the major industries at constant 2018 prices. Services
contributed 87.5 percent to the City of Cebu while 57.8 percent was contributed to the Cebu
Province. Industry on the other hand, has a 12.0 percent share in the City of Cebu while Cebu
Province received 33.0 percent.

Projected Growth
Both the services and industry had a big growth difference in 2018 and 2019. For the
City of Cebu, the industry had a growth rate of 15.9 which declined to -27.6 in 2019. The
services received 6.9 growth in 2018 which shrank to -7.6 in 2019. On the other hand, the Cebu
Province statistics showed that industry had a 2.3 percent growth in 2018 and a -17.9 decline in
2019; while the services got a 6.4 percent growth in 2018 and -5.5 percent growth in 2019.

According to Saavedra (2022), the three main sectors of the area Cebu economy which
are service, agriculture, forestry and fisheries, and industry, are anticipated to see expansions in
2023, as 2022 became a year for operational revamp of various establishments as they, along
with the customers, adjusted to the new normal. Despite the fact that the hospitality and food
services sector, which is closely related to tourism, is still feeling the consequences of the
epidemic and typhoon Odette's attack, the wholesale and retail trade sector's performance as
well as the transportation sector's performance have improved.

Competition
Cebu has a lot of tourist attractions to offer, especially with its combination of historical
and natural attractions. To name a few, the Magellan’s Cross in Cebu City is a well-known
historical attraction where the cross planted when Ferdinand Magellan came to the Philippines
in 1521 is located. Just a few steps away is the Basilica del Santo Niño which is the oldest
Catholic Church in Cebu. Cebu Ocean Park is located just a 15-minute drive from the church.
When it comes to food, Cebu is known for lechon and dried mangoes which tourists must try
during their stay.
 These attractions are also offered to other provinces domestically; Hence, a competitive
analysis is provided to evaluate the competitiveness of the province:

Factors Cebu Bohol Aklan Bacolod

Food Lechon de Cebu, Calamay, Inubaran, Kansi, Piaya,

Dried Mangoes, Peanut Kisses, Binakol, Ubod Inasal na Manok,
Chorizo de Cebu, Tagbilaran Nipa K.B.L. (Kadyos,
Pochero Longganisa Baboy, Langka)

Attractions Basilica Del Sto. Chocolate Hills, Boracay Island, The Ruins,
Niño, Cebu Hinagdanan Bakhawan Lakawon Island,
Ocean Park, Cave, Alona Eco-Park, Motag San Sebastian
Tumalog Falls, Beach, Living Museum, Church, Capitol
Oslob Wild Panglao Island, Ariel’s Point, Park and Lagoon
Monkey Viewing, Baclayon Church Mambukal Falls
Oslob Whale
Shark Encounter

Prices Php 12,000 - Php 12,000 - Php 12,000 - Php 12,000 -

(including 15,000 15,000 15,000 15,000
Travel, Food,
and Itinerary
per person)

Travel 1h 30 mins 1h 45 mins 1h 20 mins 1h 25 mins

(Manila as (823 kilometers) (909 kilometers) (506 kilometers) (707 kilometers)
starting Manila to Cebu Manila to Manila to Kalibo Manila to Bacolod
point, via City Tagbilaran
plane)
Table 1. Competitive Analysis

Population

Demographic Characteristics
Total population of Cebu province - 3,325,385
Population Density - 673/km²
 Demographic Characteristics Findings

Age 30.9% 0-14 years old

64% 15-64 years old
5.1% 65+ years old

Gender/Sex 50.6% Male

49.4% Female

Average Household Size 4.1 Persons

Marital Status 37% Registered marriages in

Cebu in Central Visayas

Religion 94.4% Roman Catholic

1.7% Other Protestants
0.84% Iglesia ni Cristo
Table 2. Demographic Characteristics in Cebu

Psychographics
Like the vast majority of the Filipino people, Cebuanos are known to be very hospitable.
They are accommodating to both locals and tourists, even offering insights on which places to
visit and activities to try. Another trait among Cebuanos is being family-oriented, often visiting
their loved ones on fiestas and occasions. They value familial relationships and getting along
with others. Their welcoming and hospitable attitude was passed down from history, dating back
to the time when Cebuanos welcomed the Spanish colonizers when they arrived during the
1500s.

According to a study conducted by Lagahid and Puyo (2016), religiosity is another

common trait of the Cebuanos. This is demonstrated through their belief in spiritual beings and
their religious celebrations, one of which is the renowned Sinulog Festival in honor of the Santo
Niño de Cebu. Furthermore, the study included the value of dignity or amor propio to Cebuanos.
It is common for them to push their limits by working hard and dedicate themselves to achieving
success. Lastly, Cebuanos take pride not just in themselves, but also in their origins. They value
their identities and cherish their culture and traditions no matter where they go.

Cebuano culture and lifestyle are deeply established from years of history from the
traditions of the primary Cebuanos who have come to adapt from previously experiencing the
Spanish, American and Japanese occupation. All of these influences plus these people who are
a mix of characters and traditions from different backgrounds and customs is what makes up the
Cebuano personality. In Cebu, a must see festivity is the Sinulog Festival that is held on the
third Sunday of January. The third Sunday in January is when it takes place. It honors Santo
Niño de Cebu, also referred to as the Holy Child Jesus, and remembers the Cebuanos'
transition to Roman Catholicism. Sinulog has a legacy of custom created shirts, and wearing
these colorful celebration shirts during Sinulog signifies your support for this event. Wearing
these colorful and fun designs are a show of the festive nature of the Cebuano people.

Identification of Target Market

Generation Z
Generation Z or most referred to as Gen Z is composed of young people born from 1997
- 2012. Although the range differs depending on source, Gen Z is known to be the generation
that grew up with the enhancements of technology, therefore making this generation more
digitally literate compared to the rest.

Demographic
The ages of those born during the Generation Z range from 11 - 26 years old. As of
2022, Gen Z is known to be one of the most populated generations in the world. In America, it is
also known as the generation that is the most ethnically and racially diverse. A majority (52%)
are of the white race – significantly smaller than the recorded percentage of Millennials who
were white in 2002 (61%). One-in-four (25%) Gen Z are Hispanic, 14% are black, 6% are Asian
and 5% are some other race or two or more races (Pew Research Center, May 2020).
According to Pew Research, Gen Z is the country's least religious generation, with around
one-third claiming no religion.

Psychographic
As mentioned, Gen Z is the generation that grew up with access to digital technology
early on in life as compared to previous generations that only experienced these advancements
later on. Gen Z is called the “eco-conscious” generation as these are the people growing up
when the world is experiencing different circumstances such as climate change, pollution,
human rights and social inequality. They are the generation most likely to be aware of the
impacts human actions and injustices have on the mentioned circumstances and are most likely
to advocate and campaign against them.

SWOT Matrix

Strengths Weaknesses

● Offers diverse tourist attractions from ● Recovering from pandemic and

beach spots to historical landmarks typhoon aftermath
● Very accessible with an international ● Global image of the Philippines in
airport and seaport current times
● English as a common medium of ● Vulnerability to external factors
communication (political, global, economical)
● Rich in culture ● Seasonal popularity
● Abundant nature

Opportunities Threats

● Eco-tourism ● Natural disasters

● Increase in partnerships ● Competition from other domestic
● Global exposure tourist sites
● Technology usage ● Economic instability
● Environmental issues
Table 3. Swot Analysis

Cebu has a lot of strengths, starting with its diverse tourist attractions and culture which
have accessibility to locals and internationals. On the other hand, the province is still recovering
from the aftermath of the pandemic and typhoon that came years ago. The province can bounce
back with eco-tourism, because it is home for natural habitat attractions other than its popular
beaches, which are potential tourist spots when introduced to tourists properly. The downside is
that the province is prone to natural disasters, specifically typhoons. Another fact is that the
neighboring provinces are also tourist attractors, which is a threat.
Customer Discovery

Table of Findings

For those who visited already:

Where did you hear about this destination - Heard from family, relatives, and
(they can specify which part of Cebu)? friends who reside in Cebu
- Social media and word of mouth

What is/are your main reason/s for visiting the - Vacation and relaxation
place? - Visit to relatives

Were your expectations about the place/s you - Yes, expectations were even
visited in Cebu satisfied? exceeded
- People were hospitable, and visiting
new places was enjoyable

What places in Cebu did you visit? What - Visited the Magellan Shrine and
activities did you try? Share your experience. various churches
- Visited beaches and went island
hopping

What is the most memorable experience from - Catching up with family and friends
your visit? - Swimming and seeing the whales

Table 4. Table of Findings from Past Visitors

For those who have not visited:

Where did you hear about this destination - Heard from family and friends
(they can specify which part of Cebu)? - Social media and advertisements

What are the places that you would like to - Cebu Ocean Park
visit in Cebu? - Magellan’s Cross
- Bantayan Island
- Other beaches and historical sites

What are your expectations when you visit - Beautiful beaches and breathtaking
Cebu? sceneries
- Festivities and historical places

What things have you heard about Cebu that - Sinulog Festival
might convince you to go? Whether it be - Selection of food
 about places, food, events or etc. - Great choice of place for vacation

What do you think of when you first hear - Foods such as dried mangoes and
someone mention Cebu? lechon
- White sand beaches
- Philippine history
Table 5. Table of Findings from Prospective Visitors

Discussion on Findings
Majority of the respondents told the group that they first heard about Cebu through word
of mouth. They heard from family, relatives, and friends who reside or have visited Cebu. Not
just that, social media also played a role in sharing different destinations in Cebu. Most of the
respondents were also enthusiastic about the various beaches, bodies of water, and aquatic
creatures that are present in Cebu. Places like Bantayan Island and Oslob are popular for their
white sand beaches and resorts, and even Cebu Ocean Park is a popular and accessible
destination. Many people also shared their excitement in water activities such as island hopping
and whale shark sightseeing. Furthermore, Cebu is also well recognized for its rich history.
Many of the respondents visited various churches and historical sites such as the beautiful
Simala Shrine and the Mactan Shrine which commemorates Filipino hero Lapu-lapu who fought
against Spanish colonizers.
ADVERTISING RECOMMENDATIONS

General Objectives

1. To make 60% of the population of the Philippines aware of Cebu in half a year.
2. To make 60% of Generation Z in the Philippines aware of the tourism in Cebu in one
year.
3. To make 30% of Generation Z in the Philippines prefer to visit Cebu for vacation in one
year.
4. To make 30% of Generation Z in the Philippines know about the tourist spots available in
Cebu in one year.
5. To make 30% of Generation Z in the Philippines aware of the history that originated in
Cebu in one year.

Creative Strategy

2.1 Target Person

Bea Sanchez is a 22 year old and fresh out of college individual. She recently graduated
with her friends and is finally excited about exploring the world and making new memories. She
and her friends have always wanted to go on a group trip but never had the time with them
focusing on their studies and graduating from school for the past 4 years. But now that that’s out
of the way, the group has decided to finally plan their first trip as a celebration to finally
graduating university.

Traveling abroad was out of the question since it was not a financially good decision to
make clearly since none of them actually have stable incomes to afford it. The group of
individuals pondered hard as they wanted to make it one of their most memorable trips as a
marking to young adulthood and independence. In order to find the perfect place, they made a
list of things that they all agreed that the place should have. A no-brainer is that the place
should have amazing beaches where they would be able to relax. Another suggested that
although they want to live out the full tropical experience, the place should have great city life
enough that accessibility and transportation would not be an issue for them.

After discussing the pros and cons of each option listed, Bea had proposed to the group
the idea of going to Cebu. Cebu is one of the top tourist destinations with some of the most
amazing beaches. People might think that Cebu has already been highly urbanized and will not
be any different from the bustling city of Manila but just a few minutes away are beaches that
are not hard to get to. This way the group is able to get the best of both worlds which is what
they were initially looking for.

2.2 Creative Objective

Cebu holds endless options to offer in order for tourists to try new things and explore
new places and cultural heritages. With numerous amazing places in the Philippines, for the
purpose of convincing individuals such as Bea and her friends to come down to Cebu, the ad
aims to inform and persuade.

First, it aims to simply guide people who are not informed or hold little to no knowledge
on why Cebu is a great place to visit. The first usual instinct of tourists when deciding on a place
to go is to weigh out the advantages and disadvantages they will encounter when traveling. The
ad hopes to visually and instructively help potential tourists in their process of decision-making.
Second, once they are informed, they will need persuasion to ultimately convince themselves
that Cebu would essentially be the better choice. It specifically targets audiences like Bea and
her friends who are looking for a place they can relax in but also be able to experience that
vibrant city life.

2.3 Consumer Promise

Cebu offers multiple sights varying from tropical sights such as islands, beaches,
waterfalls, etc. to cultural sights like the famous Magellan’s Cross, Fort San Pedro, and many
other famous monuments and museums. Aside from the tropical aspect, Cebu maintains its
high quality infrastructure considerably comparable to that of Metro Manila. It presents leading
accessibility by having multiple hotels, restaurants, malls, all things and places a tourist looks for
in a vacation spot. It is easy to navigate and research on. Just one search online and you will be
presented with everything you may be looking for. It is important to note that although in a
situation like Beas wherein she is looking for relaxation and a time to unwind from finally
graduating university and the first usual thought would be enjoying the summer sun on the
beach with water activities and interacting with locals, it is also equally important to have a
different kind of fun that is provided by the city. Shopping in malls, cafe hopping, partying at
nightclubs, these are all charms the city holds.

2.4 Brand Image

Customer perception of a brand is known as its brand image. Variations exist in the ways
that different buyers perceive a brand. Therefore, creating a unified brand image is a major
undertaking for any company. In this case, brand image is the present idea and impression of
the brand by customers and depends on how they see you. A brand's personality on the other
hand comprises a combination of human qualities and/or personality traits that have a
connection to it.

Cebu is perceived as a setting filled with breathtaking sights all from its natural beauty
while also exhibiting modern touches with a beautifully urbanized city. It is also abundant in
cultural heritage with multiple visitable historic monuments and museums. Rich in culture, Cebu
is known to practice festivals all year round such as the infamous Sinulog Festival as well as
other festivals for other municipalities all around Cebu.

2.5 Tone and Mood of Advertising

Warm and Enticing

A company's tone or brand personality is what sets it apart from others in the eyes of the
people. This can be seen through advertisements, campaigns, slogans, etc. as the message
intended to speak to the people. Consistency is key when putting it into action since it is ideal
that consumers can easily comprehend what the brand stands for.

Warmth characterizes a pleasant and welcoming sense. A polite, open, and friendly
greeting is what it means to be welcoming. The advertisement seeks to capture that emotion.
We want the consumers to feel welcomed when they watch our advertisement, read our tagline,
and interpret our message. We want to take this from the locals of Cebu who are hospitable,
friendly, and inviting and put that message into our advertisement as to almost tell the people
what they can expect if they were to visit.
 Enticing is the act of attracting or alluring something or someone by offering tempting
aspects and features to a product. Making an advertisement enticing means providing high
quality content that can resonate with the target audience enough to make them want to avail of
your product almost as if they were being tempted. The advertisement aims to visually entice
watchers by showing the heavenly natural beauty Cebu has to offer to them.

Creative Executions

Businesses and campaigns rely on marketing methods to help them contact their target
audience and establish brand awareness, which is critical to their success. For a marketing
campaign that involves a province, a thorough planning must be executed in order to reach the
objectives which is to popularize the province and attract tourists. With this, both traditional
media and new media will be utilized for the marketing strategy.

Media Strategy and Rationale

Advertising

The campaign will make use of billboard advertisements. A popular outdoor advertising
billboard provides a number of benefits for companies trying to reach a large audience. The
purpose of utilizing billboards is to entice the local tourists exploring the city to tour over the
places that the province has to offer other than the well known attractions. The billboard features
the Oslob region of the province, presenting its attractions such as the monkey and whale shark
viewing, along with the eye-catching beaches along Oslob, Cebu. A billboard company named
Steel Art Billboards provides billboard services around Cebu, which will be the basis of the
campaign.
Figure 1. Sample Advertisement for Billboard

Figure 2. Sample locations of billboard

Sales Promotion

Sales promotion involves giving short-term incentives to enhance the purchase of a

product or service. In our campaign, we offered discount promos for the holiday season in the
Cebu Ocean Park. According to Cebu Insights (2021), it is the biggest oceanarium in the
archipelago beating Manila Ocean Park. It offers a lot of fun activities, making it suitable to
attract customers of all ages, especially the target market which is the Generation Z.

Figure 3. Sample Advertisement for Sales Promotion

Digital Marketing

The main objective of exploring social media with this campaign is to raise the province's
awareness to the country's population, especially Generation Z. According to Bala and Verma
(2018), digital marketing is cost effective and has a great commercial impact on the business.
The marketing strategy for this campaign will also utilize online advertisements for Facebook
and Instagram. Other than the sales promotion, the digital marketing campaign will also have
specific posters for month-specific holidays, an example of which is the Valentines Day for the
month of February and summer vacation.

Figure 4. Sample Advertisement for Digital Marketing

Figure 5. Sample Advertisement for Digital Marketing (Celebration Specific - Valentine’s)
Figure 5. Sample Advertisement for Digital Marketing (Celebration Specific - Summer)
 Figure 6. Sample Advertisement for Digital Marketing (Celebration Specific - Christmas)

Media Plan and Schedule

The campaign for the province will take a whole year, with holiday specific marketing
strategies in order to entice the tourists to spend their leisure time in the marketed places.

Media Strategy Schedule Posters

Ano, sama ka sa biyaheng Cebu?

Online Advertising Daily (2,000 users)
(Facebook) February: Valentines

Second Quarter (March to June):

Summer
 Fourth Quarter (October to
December): Holiday Season

Ano, sama ka sa biyaheng Cebu?

Online Advertising Daily (2,000 users)
(Instagram) February: Valentines

Second Quarter (March to June):

Summer

Fourth Quarter (October to

December): Holiday Season

Billboard 2024 Hello, Oslob!

Allocation of Advertising Budget

Statement of Expectation

Media Strategy Expected Outcome Evaluation Criteria Expected Number of

Likes (Monthly)

Online Advertising Increased brand Facebook ad metrics 10,000

(Facebook) visibility and generate (reach, impressions,
leads. engagement,
conversion rates,
click-through rates),
engagement metrics
(likes, shares,
comments)

Online Advertising Increased brand Instagram ad metrics 10,000

(Instagram) visibility and boost (reach, impressions,
engagement and engagement,
 reach on social conversion rates,
media. click-through rates),
engagement metrics
(likes, shares,
comments)

Billboard Raised brand Vehicle and foot N/A

awareness in the traffic or inquiries that
local community. stem from billboard
visibility.
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