ADPRAC4 - Team Power! BORACAY (3AD4) ©JOVIEDAYON

1. BRAND TEAMASSIGNMENT

2. TEAM MEMBERS: ARENAS, Louis CASTRO, Jerome DAYON, Jovie FORTEZA, Angelico NICOLAS, Nikko 3 AD-4

3. STRATEGY CAMPAIGN Campaign strategy for BORACAY. In this report, we will further introduce our brand’s profile, Target market, SWOT analysis, Competition and Ads.

4. CONTENTS: • Brand Profile • Target Market • Brand Position • SWOT Analysis • Competition • Key Issues • ADs

5. Brand PROFILE Boracay is the most popular tourist destination in the world and is famous for its fine white sand tropical beach resorts and diving sites. The world-famous island is a paradise in the western region of Visayas which is found in the Province of Panay.

6. Brand PROFILE Boracay is under the administrative control of the Philippine Tourism Authority in coordination with the Provincial Government of Aklan.

7. Brand PROFILE: Demographics Population: 12,003 (as of 2000) Density: 1,163 /km2 (3,012 /sq mi) Ethnic groups: Ati & Aklanon Language:Akeanon& Malaynon Religion: Roman Catholicism (majority) Culture: Despite the prevalence of Christianity native beliefs about the aswang and the babaylan are still prevalent among the people. Kulam or witchcraft, locally known as "amulit" is still feared by many residents.

8. Brand PROFILE: Main attractions Boracay's two primary tourism beaches, White Beach and Bulabog Beach.

9. Brand PROFILE: Main attractions White Beach is the main tourism beach. It is about four kilometers long and is lined with resorts, hotels, lodging houses, restaurants, and other tourism-related businesses.

10. Brand PROFILE: Main attractions Bulabog Beach is the second tourism beach. It’s across the island from White Beach and Boracay's main windsurfing and kiteboarding area.

11. Brand PROFILE: Leisure Leisure activities available on Boracay include scuba diving, snorkeling, windsurfing, kite boarding and beach relaxation.

12. Brand PROFILE: Accommodations Station 1(N): the whitest and finest texture sand can be found here. where you can find higher-end and mid-tier accommodations. Station 2(C): is meant for those who want to be within closer proximity of the bars. Station 3(S): area is where most of the cheaper lodgings are located

13. Brand PROFILE: Transportation • By Air: • Kalibo International Airport and Caticlan Airport • Once on the island: • motorized tricycles and pedicabsshared with other passengers, • individually rented motorbikes and bicycles, • and shuttle service offered by some hotel owners.

14. Brand PROFILE: Climate Amihan and Habagat The Amihan season is characterized by moderate temperatures, little or no rainfall, and a prevailing wind from the east. Tourism in Boracay is at its peak during the Amihan season. The beach is ideal for windsurfing and kiteboarding / kitesurfing. The Habagat season is characterized by hot and humid weather, frequent heavy rainfall, and a prevailing wind from the west. Tropical Storms can impact Boracay at any time of year, but are most likely to be seen during the Habagat season.

15. Brand PROFILE: Beach Resorts List Alice in Wonderland Artista Beach Villas Balinghai Resort Boracay Beach Chalet Bamboo Beach Resort Bans Beach Resort De Paris Beach Resort Bura-akay Nature Resort Casa Camilla Resort Chalet Y Resort Casa Pilar Beach Resort Chalet Tirol Beach House Cocomangas Beach Resort Dave's Straw Hat Inn Frendz Resort Lorenzo South Resort Friday's Boracay Lion's Den Resort Mandala Spa Resort Mango Ray Resort Nami Private Villas Sand Castles Boracay NigiNigi Nu Noos Paradise Bay Resort Sun Villa Private Homes Sun Village Central Club Panoly Resort White House Beach Resort Boracay Orchids Resort Villa de Oro Beach Resort

16. Brand PROFILE: Events Boracay International Fun Board Cup (January 7 - January 13) AtiAtihan Festival along Boracays White Beach (January 14) World famous AtiAtihan Festival in Kalibo (January 15 - January 21) Tribal AtiAtihan Festival in Ibajay (January 22 - January 28) Fil-American Friendship Golf Cup (January 7 - January 14) Goma Golf Cup (February 20 - February 24) Corporate Golf Cup (Seniors & Regular Men) (February 19 - March 9) Boracay Dive Olympics (March 30 - April 1) Sand Lantern Contest (March 30 - April 1) Boracay Invitational Golf Tournament (April 1 - April 8) Boracay Beach Soccer Cup (April 20 - April 22) Cultural Shows in various places (April 20 - April 22) Nestea Beach Volleyball (April 28 - May 1) Triathlon (May 11 - May 13) Boracay Food Festival (May 11 - May 13) Beach Reggae Festival (May 11 - May 14) Caddie Shack Golf Tournament (September 9 - September 15) Chairman's Golf Cup (November 11 - November 17) Boracay International Beach Football Championship (Nov 18 - Nov 24) Village Fiesta in Balabag with religious procession, square dance & Disco at the plaza (December 28 - December 30)

17. CONTENTS: • Brand Profile • Target Market • Brand Position • SWOT Analysis • Competition • Key Issues • ADs

18. Target MARKET Boracay’s target market are TOURISTS. Local or foreign, lovers, friends or family getaway. Boracay is now an international tourist destination where people all over the world flock to when vacation season hits. With good quality beaches, the beautiful scenery and a thriving nightlife for those seeking it, Boracay is the place to be.

19. CONTENTS: • Brand Profile • Target Market • Brand Position • SWOT Analysis • Competition • Key Issues • ADs

20. Brand POSITION In 1990, it was voted by the BMW Tropical Beach Handbook as one of the best beaches in the worldand again in 1996 by British publication TV Quick as the world's number one tropical beach.

21. CONTENTS: • Brand Profile • Target Market • Brand Position • SWOT Analysis • Competition • Key Issues • ADs

22. SWOT ANALYSIS: Strengths • Its coastlines boast of powdery white sand. • The white beach is lined with resorts, hotels, lodging houses, restaurants, and other tourism-related businesses. • It has a night life thrives with the abundance of bars. • Includes a shopping area called d’mall where you can bargain for shirts, beach wear, slippers etc. • There is a wet market which has the freshest seafood you can get.

23. SWOT ANALYSIS: Weaknesses • Prices for accommodation can double during summer and holidays. • Booking can get tight during in season. • Some hotels are too pricey for those with shallow pockets • Other parts of the beach for example station 3 have grainy sand. • Algae blooms all over the coastline of white beach during calm season.

24. SWOT ANALYSIS: Opportunities • Exploit the fact that Boracay is famous its trademark white sand and is well known throughout the country. • Change the perception that Boracay is just another ordinary resort island. • Capitalize on the fact that foreigners flock to this island.

25. SWOT ANALYSIS: Threats • Other beaches offer the same activities that boracay has. • Over population during season depletes the island of its resources. • Tourists who litter cigarette buds and other trash pollute the coastline and poison the eco system.

26. CONTENTS: • Brand Profile • Target Market • Brand Position • SWOT Analysis • Competition • Key Issues • ADs

27. COMPETITION: Panglao Escape to a slice of paradise and experience Bohol’s celebrated sights and sounds in the island’s most luxurious beach resort.

28. COMPETITION: Panglao From sun-kissed hills to underwater wonders to exotic wildlife, Bohol is a tropical sanctuary of natural beauty. Feel its festive charm pulsating through Panglao Island Nature Resort. Here you can experience all the beauty that Bohol has to offer.

29. COMPETITION: Panglao Higdaan Cave • Panglao Tower

30. COMPETITION: Boracay vs. Panglao CleanlinessBoracay is more developed as a tourist destination, and therefore more care is taken to ensure the cleanliness of the beaches.fBeautyBoracay has one of the best beaches in Asia (White Beach, consists of powdery white sand), so the beach is definitely more attractive than in Panglao. However, Panglao has a wider variety of scenery within easy reach (waterfalls, forests, caves, etc).

31. COMPETITION: Boracay vs. Panglao TransportationIf you are travelling from Manila, it is best to fly to Boracay... the flight takes approximately 1 hour. After the flight you will need to take a 20 minute boat ride to reach Boracay island. Travelling to Panglao Bohol from Manila involves a couple of hours travel (plane), followed by a habal-habal boat crossing from Carmen to Loboc.

32. COMPETITION: Boracay vs. Panglao HotelsBoracay has a much, much wider selection than Panglao.... there are approximately 220 resorts in Boracay, but only a handful in Panglao.ShoppingAgain, there is a much better selection in Boracay... visit D'Mall de Boracay (at Boat Station 2), or the talipapa market.

33. COMPETITION: Boracay vs. Panglao Food & DiningDue to the large number of resorts in Boracay, there are also a large number of bars and restaurants. You can find everything from burgers to Indian curries to local delicacies. Food choices in Panglaois limited.ConvenienceThis really depends where you are starting from (see 'Transportation’)

34. COMPETITION: Boracay vs. Panglao PriceBoracay is generally more expensive than Panglao(especially when you take into consideration the domestic flights, etc). A decent-quality resort in Boracay will cost around US $70-80 per night, whereas accommodation in Panglao starts from around US $20. However, you get what you pay for...

35. COMPETITION: Boracay vs. Panglao SafetyBoth are safe. However, if you are a foreign tourist travelling to the Philippines for the first time you will feel more at ease in Boracay due to the large number of other foreign tourists.

36. CONTENTS: • Brand Profile • Target Market • Brand Position • SWOT Analysis • Competition • Key Issues • ADs

37. KEY ISSUES Degradation of water quality, caused by sewage from uncontrolled development, is taking a heavy toll on the health of Boracay’s coral reefs, fisheries, residents, and tourists.

38. KEY ISSUES WATER QUALITY PROBLEMS Contamination of the waters in front of White Beach by fecal coliform bacteria. They recommended that the beach be shut down for bathing as a health hazard. COASTAL POLLUTION All the waste nutrients should be recycled on land, where they could be used as fertilizer for plants. PUBLIC HEALTH PROBLEMS The sewage wastewater, being less dense than seawater, floats right up to the surface, where it is spread wherever the winds, waves, and currents carries it.

39. KEY ISSUES GROUNDWATER PROBLEMS After every rain, stinking green pools form, lined with mats of green algae and bacteria. This will not go away until ALL of the island’s sewage is treated to a level that removes the nutrients. ALGAE PROBLEMS The algae that bloom along White Beach in the calm season, bright green species of Chaetomorpha, Ulva, and Enteromorpha, are such strong indicators of very high nutrient pollution

40. KEY ISSUES CORAL BLEACHING AND GLOBAL WARMING When coral is severely stressed it turns pale, or bleached. If the stress continues, the corals will die, but if the stress goes away in time the corals may recover. CORAL PESTS Acanthaster - coral-eating crown of thorns starfish, and coral eating snails, Drupella and Coralliophila. Drupella is probably the major coral killer in Boracay at this time.

41. KEY ISSUES OVERFISHING The reefs were in the past heavily bombed & poisoned with cyanide by fishermen, as part of the general destructive fishing practices that have destroyed every reef in the Visayas Sea. BEACH EROSION Old trees can be seen collapsing into the sea, and a sand cliff caused by erosion is visible in many places. Seawalls have also sped up erosion of the sand.

42. CONTENTS: • Brand Profile • Target Market • Brand Position • SWOT Analysis • Competition • Key Issues • ADs

43. ADS: Teaser Ad

44. ADS: Teaser Ad

45. ADS: Intro Ad

46. ADS: Sustaining Ad

47. ADS: Sustaining Ad

48. ADS: Promotional Ad

49. ADS: Testimonial Ad

50. ADS: Non-traditional Ad