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Integrated Communication Plan - Essay Example

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For the coming summer holiday in 2014, the owners of Warwick castle have allocated £1,000,000 for the campaign of the summer. The campaign is to run for…
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Download file to see previous pages The campaign plan uses Fill’s marketing communications planning framework (MCPF). The planning strategy is effective because it offers a clear view and understanding of the campaign making it easy for the target audience to get the message being delivered. Media relations, public relations and online communications are among the techniques used in making the campaign successful as will be evaluated. The campaign communication plan will outline the objectives of the campaign, the distribution of the budget, the media schedule of the campaign, communication techniques used and the implementation of the campaign according to the MCPF model of planning.
Warwick castle was built in 1068 on the orders of William famously known as the conqueror. Warwick castle is today owned by the Merlin group of entertainments. The group is the leading entertainer in Europe and the second largest in the world. It is a visitor attraction operator and is rated to be the second largest visitor operator in the world. Merlin group runs around 94 tourist attractions with Warwick castle being one of the attraction sites.
The target audience of the campaign are mainly families with children. This is because from the many years that people have been visiting the castle, a larger percentage of the population have been families with children who enjoy the adventure that the castle offers. Merlin group also target students from schools to make visits to the castle. This is because they have educational services which require a practical approach to be understood. An example is about the Black Death which is made real by its acting in the castle. Schools are able to take historic lessons from the castle by for example, learning about the Black Death which took place in 1345. Merlin group also targets the local people who would like to take time out of the normal routine of work. Visitors from other countries in Europe are also a ...Download file to see next pagesRead More
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