Sunken

A MARKETING PLAN

Cemetery
Diver's Paradise
 BACKGROUND

Type: National Cultural Treasurers

Location: Barrio Bonbon Catarman, Camiguin
Area: 58,546 square meters.
Ownership: A collaboration between the Coastal Resource Management
Project (CRMP), Fisherfolks Association, LGU, and the Barangay

Sunken Cemetery
Marketing Plan
IMAGES OF THE SITE

Sunken Cemetery
Marketing Plan
 DESCRIPTION
The location of the real graveyard is marked by a huge white cross in the
middle of the sea. Although the actual tombs are already buried in lava
and covered by corals, this is accessible by boat; wherein a spectacular
view of the Camiguin mainland and mountains may be seen from the
cross-marker

Sunken Cemetery
Dimension: A distance of 79.84 meters and covering an area of 58,546

Marketing Plan
square meters
Jurisdiction: The Republic Act No. 10907
Declaration: December 2018 - National Cultural Treasure by the National
Museum of the Philippines
 SIGNIFANCE
A towering cross was constructed to remember the ancestors of the
Camiguin residents who perished in the island's of the volcanic eruptions.

Common Usage: A tourist attraction, a site to honor the dead, a perfect

spot for snorkeling and diving, and a symbol of a glorious resurrection.
People using the Property: Both Locals and Tourists
Other Important Data: Sunken Cemetery is protected by Republic Act No.

Sunken Cemetery
10006 (Sembrano, 2018).

Marketing Plan
Stories Associated: Cataclysmic events of the place, tradition and
superstition beliefs, mysterious and folkloric tales
 RATIONALE

• Sunken Cemetery’s legacy and the story is something to be

popularized both domestically and internationally.
• This tourist spot showcases both the beauty of the Philippine
culture and the abundance of marine biodiversity present in our
ocean merged into one attraction.

Sunken Cemetery
• It gives us a glimpse of the past meets the present and what the

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locals have done to preserve this beauty.
 STRENGTHS
SWOT Analysis

• National Museum of the Philippines (NMP) declared Sunken

Cemetery as a Natural Cultural Treasurers. (Sembrano, 2018)
• Sunken Cemetery is renowned as the most natural attraction
in Camiguin. (Mariano, 2021)
• It has a unique and extraordinary diving destinations due to
the flourishing marine life that includes corals that have

Sunken Cemetery
grown around tombstones. (Dimen, 2012)

Marketing Plan
 WEAKNESSES
SWOT Analysis
• Refusal to snorkel or dive on this site due to its terrifying
thought that divers or tourists are directly staying with dead
bodies.
• According to Supetran (2019), Camiguin has a few public
vehicles; it comprises 5 municipalities across a land area of
328-sq km, but the number of vehicles it has is plying on its
63-km road.

Sunken Cemetery
Marketing Plan
• Uncommonly recognized as a pilgrimage site of the faithful.
 OPPORTUNITIES
SWOT Analysis
• The provincial government of Camiguin is prioritizing
imposing necessary legislation to ensure the sustainability of
the Island’s economy and ecosystem despite the growth of its
tourism and property sectors. (Supetran, 2019).
• According to Gov. Romualdo, the island’s visitor arrival
record was 688,587 in 2018.
• International and national tourism events, and activities are

Sunken Cemetery
Marketing Plan
being held near Sunken Cemetery (Maandig, 2019).
 THREATS
SWOT Analysis

• Volcanic eruptions or fissures.

• Vandalism and degradation of the tombstones and graveyards.
• Ecological degradation of the underwater.

Sunken Cemetery
Marketing Plan
 MARKETING OBJECTIVES

• To increase tourist visits to the site by 50 percent after a year through intensive promotional strategies and
creative advertisements.
• To improve the offered services and products of the site for high satisfaction of the visitors improving the
chances of return visits.
• To develop the site's physical, financial, and cultural performance for it to receive excellent reviews and
feedback from the visitors.
• To make the site internationally recognized for its marine life and unique structure with the help of foreign
media partners.
• To improve the site's reception of tourists through efficient online transactions, safe and fair transportation
and organized receiving facilities.
 PRODUCT
CURRENT STATUS PROPOSED STRATEGY

• Unique diving spots in the

• D i v i n g Tu t o r i a l s
Philippines
• Commemoration of the site
• The picturesque views of
• Wo o d e n b r i d g e t o t h e c r o s s
the sunset and Mt. Hibok-
• Camping tents
hibok

TARGET MARKET ANALYSIS

 Wooden bridge to
reach the cross
Marketing Plan
Sunken Cemetery
 PLACE
CURRENT STATUS PROPOSED STRATEGY

• Located in Barrio Bonbon,

Catarman in Camiguin.
• Accessible by air from
Manila
• P40 to P350 land transpo
from Mambajao to the site
• Wa l k i n s
• Direct selling through social
media accounts
• Improvement of online and
telephone customer service

TARGET MARKET ANALYSIS

 Sunken Cemetery
Marketing Plan
Sunken Cemetery

on Tripadvisor
 PROMOTION
CURRENT STATUS PROPOSED STRATEGY

• Collaboration with TPB.

• Ta r g e t d i v e r s g r o u p s i n
• Vi d e o a d v e r t i s e m e n t s b y t h e
Social Media.
Camiguin admin. • Postcards.
• Featured in travel media • Inviting foreign media to
vlogs. visit the site.
• Movie tourism

TARGET MARKET ANALYSIS

 Site in Biyahe ni
Drew
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Sunken Cemetery

Camiguin Ad
 PRICE
CURRENT STATUS PROPOSED STRATEGY

• Mandated prices for

• P40-350 transportation
transportation.
• P50 entrance fee
• Increase of entrance and rent
• P150 for diving guide
fees .
• P100 to rent for snorkel set
• Discounts for groups.

TARGET MARKET ANALYSIS

 PEOPLE
CURRENT STATUS PROPOSED STRATEGY

• Usually visited by divers • Diving instructors

• Locals can communicate in • Lifeguards
english • Diver photographers
• Locals provide • Social media managers
transportation • Tour guides

TARGET MARKET ANALYSIS

 PHYSICAL ASSET
CURRENT STATUS PROPOSED STRATEGY

• Dining establishments
• Improved Receiving areas and
• Food and souvenir stalls
stalls
• Diving equipment stalls
• Restrooms
• Receiving areas
• Clinics and quarantine facilities
• Waiting cottages

TARGET MARKET ANALYSIS

 PROCESS
CURRENT STATUS PROPOSED STRATEGY

• To u r g u i d e s t o h e l p t h e
• B u y i n g o f Tr a v e l P a c k a g e i n visitors reach the site
physical travel agencies • Online service for
• B o o k i n g i n O TA s information of the site
• Direct emailing

TARGET MARKET ANALYSIS

 PERSONALIZATION
CURRENT STATUS PROPOSED STRATEGY

• Vi s i t o r s c a n c h o o s e t h e i r
• Vi r t u a l d i v i n g t o u r
vehicle.
• Stopovers on their way to the
• Scooters to explore
site
Catarman
• Briefing of site's history
• Swim or ride a boat to reach
before diving.
the cross

TARGET MARKET ANALYSIS

 PERSONALIZATION
CURRENT STATUS PROPOSED STRATEGY

• Vi s i t o r s c a n c h o o s e t h e i r
• Vi r t u a l d i v i n g t o u r
vehicle.
• Stopovers on their way to the
• Scooters to explore
site
Catarman
• Briefing of site's history
• Swim or ride a boat to reach
before diving.
the cross

TARGET MARKET ANALYSIS

Brochure's Front
Page

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Brochure's Back
Page

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Signboard

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Site's Facebook
Page Sample

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Site's Instagram
Page Sample

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Marketing Plan
Thank you!