An integrated marketing communication campaign for Iloilo Museum of Contemporary Art

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ID: 286736
2023
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Abstract
Museums in every region of the Philippines struggle with little visibility due to insufficient funding and attention being drawn to larger urban establishments especially within Metro Manila. Participating in larger cultural dialogues and drawing in a variety of audiences, including visitors, are made more difficult by this lack of visibility. Moreover, since the COVID-19 pandemic in 2020, a lot of museums use online and virtual platforms to stay in touch with their patrons (Business World, 2022). One of these museums is Iloilo Museum of Contemporary Art (ILOMOCA), which started in 2018 in collaboration with the Ilonggo art collector Edwin Valencia and Megaworld Corporation through Megaworld Foundation. The research sees that ILOMOCA struggles with low brand awareness, particularly outside Western Visayas. Findings reveal missed opportunities, as many travelers in Iloilo do not visit museums. The lack of recognition for ILOMOCA's artworks indicates a need for enhanced outreach and engagement. With these research insights the proposed IMC campaign consists of six strategies: Digital Marketing, Traditional Marketing, AR Experience, Partnerships, Community Engagements, and Post-Visit Engagements.
Reference Key
persistent_1760659486_68f1881e5d02a Use this key to autocite in the manuscript while using SciMatic Manuscript Manager or Thesis Manager
Authors Abong, Grace Dainty A.
Journal Malay Journal
Year 2023
DOI
DOI not found
URL
https://animorepository.dlsu.edu.ph/etdm_market/104
Keywords Keywords not found

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