IMC Plan_ReemTalaHammouda_FINAL

SCHOOL OF COMMUNICATION

YSP524 INTEGRATED MARKETING COMMUNICATION

CAPSTONE PROFESSIONAL PROJECT









TITLE:


The Risk Factors Influencing the Travel Intention of Qatar
Residents to Malaysia Post Covid-19 – A Case Study Of Rehlaty
for Travel And Tourism




NAME:
Reem Talal Hammouda
P-KOM0010/21











SUPERVISOR:
Assoc. Prof. Dr. Hasrina Mustafa

The Risk Factors Influencing
the Travel Intention of Qatar
Residents to Malaysia Post
Covid-19 – A Case Study Of
Rehlaty for Travel And Tourism




www.rehlatytravel.com

2021//2022 01

IMC Plan

ACKNOWLEDGEMENT

This journey would not have been possible without the support of
my family, professors and mentors, and friends.
To my family, thank you for encouraging me in all of my pursuits
and inspiring me to follow my dreams. I am especially grateful to
my sisters and brothers, who supported me and always knew that
they believed in me and wanted the best for me.
I would like to give special thanks to the professors and lecturers,
whom I learned a lot from them over the last eighteen months, and
thank you for showing me what it means to be a dedicated, each
one in their own unique way. Each of you has given of your time,
energy, and expertise and I am richer for it. I owe a debt of gratitude
to every one of you, for your time and careful attention to detail and
your untiring support and guidance throughout my journey.
To my friends and colleagues, thank you for listening, offering me
advice, and supporting me through this entire process. Special
thanks to all my USM sisters and brothers for the overall help and
friendship which I greatly appreciated.

02

Table of Contents

01 02 03 04

Executive The Rehlaty for SWOT
Summary Background Travel and Analysis
Tourism
05 06 08
07
Research Research Findings
Problem objectives Studying the
risk factors
09 10
11 12
Marketing Customer
mix Persone Research Research
Method Strategy

13 14 15 16

Marketing & Strategies Creative Campaign
Financial & Tactical Brief Brief
Objectives Plan
19 20
17 18
Timeline Conclusion
Editorial Budget
Calendar

21

References

03

ExecutiveIMC Plan
Summary
In the past two years, the world was hit by the COVID-19 pandemic,
and many different sectors worldwide were affected, including the
travel and tourism sector (Stefanova & Sopova, 2021). Given that the
repercussions of the pandemic are starting to disappear, the travel
sector is trying to recover from the COVID-19 pandemic and return
to its usual work as before (Kumar & Nafi, 2021). Rehlaty for Travel
and Tourism is one of the companies that has been dramatically
affected by COVID-19. And to understand its problem, research was
conducted to identify the risk factors that could affect Qatar
residents' travel intentions to Malaysia post-Covid-19. This research
addressed the possibility of helping the company to attract more
tourists, re-building travelers’ confidence to facilitate and enhance
their travel experience.

Based on the research objective, the research conceptual
framework studied 6 variables, which are: health risk, psychological
risk, financial risk, destination risk, travel risk, and travel intention. The
research hypotheses have been developed and examined in the
actual study to test risk factors that influence the intention to travel
to Malaysia post-COVID-19 crisis among Qatar residents. After
examining all the factors, it was found that the destination risk factor
is the most influential factor in the intention of Qatar residents to
travel to Malaysia. The research conducted descriptive research
using quantitative methods and non-probability techniques, and a
purposive type of sampling was chosen referring to Krejci &
Morgan's table. The questionnaire is designed following the research
framework, and the questionnaire contained three sections. The first
section is the traveler’s demographics, and the other sections
explored the risk factors influencing travel intention using a five-
point Likert scale. The questionnaire was distributed to 80 customers
who have received the agency service, and a convenience sample
was collected using that online questionnaire form through Google
Forms.

Finally, After doing the research study that started in February 2022,
an integrated marketing communication plan would be created to
support Rehlaty Travel and Tourism on focus on the destination risk
factor to attract the population in Qatar to travel post-Covid-19 and
to make Malaysia a destination to travel to, as a large percentage
answered that they would travel to Malaysia if they had the
opportunity in the near future.

04

IMC Plan

Background

The travel and tourism industry is not only one of the most active but also

one of the most significant economic sectors in the world today that
results in the generation of foreign currency, which makes it one of the
most important economic sectors contributing to the accomplishment of
sustainable development objectives in a number of developing nations
(Modeste, 1995). Qatar resident travelers predict high travel movement in
the future due to the lifting of travel restrictions in several countries, which
will boost demand for foreign vacation destinations as several nations
are easing travel restrictions to boost tourism. As COVID-19 cases
decreased, Malaysia allowed fully vaccinated travelers from various
countries to enter without quarantine, which increased its demand as a
tourist destination for a wide segment of travelers(Malaysia -
Department of Foreign Affairs, 2020). Malaysia also greatly eased travel
restrictions, which contributed to its return to the top of the list of most
prominent countries. Although some travelers still have fears of the
continuously updated procedures and measures in all countries, the
pandemic still constitutes a major obstacle to the return of travel and
tourism to pre-pandemic levels(Orîndaru et al., 2021), leading to the
decision not to travel despite that there is great optimism with the
number of Covid cases reducing, the continuation of vaccination rates
against the coronavirus (Pingali et al., 2021), and the easing of travel
restrictions by almost the majority countries around the world.

05

IMC Plan

Rehlaty for Travel
and Tourism

Rehlaty for Travel and Tourism provides its clients with a simple and
hassle-free experience for all of their travel needs, without any
restrictions, at the most affordable pricing possible(Rehlaty, 2019).

They offer travel services and meaningful tourism for young people and
families to locations all over the world in a contemporary and up-to-date
manner. This is what they specialize in at their travel agency, as they
provide a one-of-a-kind combination of value-based and self-
developed packages that are ingeniously built to exceed their clients'
expectations. They are keen to revolutionize the way travel and tourism
are seen in Qatar as well as the rest of the region as a whole. To
accommodate the needs of all kinds of travelers, they provide a
comprehensive selection of services to meet the needs of their
customers and exceed their expectations. They also provide a
comprehensive selection of tour packages to one-of-a-kind and
remarkable locations all over the globe (Rehlaty, 2019).

They offer domestic tourism throughout the entire year for all agents, VIP
personnel, businessmen, organizations, and school and university
students from within Qatar as well as from outside Qatar, to enable them
to learn about the special locations that can be found in Qatar through
the arrangement of safaris, naval trips, and the discovery of Qatar's
wildlife. In addition to domestic tourism, the organization places a
particular emphasis on spending quality time with family members by
developing vacation packages that include a variety of unique and
interesting activities that are tailored to certain locations throughout the
globe(Rehlaty, 2019).

06

IMC Plan

Strengths

Provide the best deals on travel.
Long experience in tourism both inside and outside of
the country
Tell customers about any price changes (eg when it
fits their budget).
Many options for destinations.
Track information about users so that they can make
their services better in the future.
They have excellent customer service.

Weaknesses

More marketing initiatives are required.
They have a small group of 15 people.
They lack proficiency in several languages, particularly
Turkish, French, and German.
The mobile application is not yet available.
They operate in a highly competitive market.
It's difficult to reach out to their office.
The Price Competition.

07

IMC Plan

Opportunities

Existing services may be tailored to the needs of the
customer.
Make appealing offers to various places.
Their firm has no direct competitors.
Previous consumers are pleased; favorable feedback
was received.
Collaboration with other tourist organizations or
businesses throughout the globe.

Threats

There is insufficient cash to conduct aggressive
marketing initiatives.
Airlines make special offers to their current customers.
Difficulty in hiring overseas talent - visa sponsorship, etc.
Communication difficulties with the many places
specified by passengers.
Small customer base (small Qatar community)
Covid-19 Pandemics Situation

08

IMC Plan

Research
Problem

A number of businesses, including Rehlaty for Travel and Tourism, have
been affected by the COVID-19 outbreak. Despite the company's success
in attracting many travelers during the previous years, the number of
travelers decreased during the past two years as a result of the COVID-19
pandemic. This is due to customers' fears and lack of confidence in
traveling during the COVID-19 pandemic, as well as their fears of traveling
after the pandemic due to the risks (Zheng et al., 2020), even if it was to
one of their favorite destinations, Malaysia.
The precautionary measures and travel restrictions from Qatar and
Malaysia that have been imposed on travelers heading to Malaysia have
led to a decline in the number of travelers and this affected the company's
operation as well. Therefore, through this research, the risk factors that
could affect Qatar residents’ intention to travel to Malaysia post-COVID-19
were identified. and understanding these factors would help the company
to devise plans and strategies to attract their own and new customers, and
also facilitate and enhance their travel experiences.

09

IMC Plan

Research
objectives

The research objectives explain what the researcher expects to achieve
throughout the course of a study. The goal of research objectives is to drive
the research effort, including data gathering, analysis, and conclusions
(Indeed Editorial Team, 2021). Study goals can assist you to zero down on
the subject of your research and crucial factors, leading you through the
research process. The overall purpose of this research is to support Rehlaty
for Travel and Tourism, which will be accomplished via the following two
objectives:

RO1 RO2

To identify the risk factors To empirically test the effect of
that could affect Qatar the identified risk factors on
residents’ perception of their Qatar residents’ travel intention
travel intention with Rehlaty with Rehlaty for Travel and
for Travel and Tourism to Tourism to Malaysia.
Malaysia.

10

IMC Plan

After conducting research on the five potential factors—
health risks, psychological risks, financial risks, destination
risks, and travel risks—that could have influenced the
decision of tourists in Qatar to travel in the aftermath of
the Covid-19 pandemic, it was found that the "destination
risk," which was specifically focused on Malaysia in this
research, is the most important factor that Rehlaty for
Travel and Tourism should focus on when it comes to
putting their marketing strategy together. As a result of
the fact that the vast majority of respondents to the
questionnaire did not agree with the statement that
Malaysia is free from COVID or COVID, If COVID SOP
measures are well-practiced in Malaysia (wear
disinfectants, masks, and gloves), in addition to the
question of whether or not patients could receive
adequate care in the event that they contracted COVID
in Malaysia, health safety measures are an essential
feature that Malaysia should provide.

Therefore, this plan will be focused on the destination risk
factor when developing the marketing plan for Rehlaty for
Travel and Tourism, to support the company in attracting
the largest possible number of its former customers, in
addition to achieving the desired goals.

After studying 11
the risk factors

IMC Plan

Findings
In order to target travelers to Malaysia, Rehlaty for travel and tourism
may put some effort into their marketing plan. Below are Some practical
implications that can consider for marketing strategies:

It seems there are not enough offers offered by the company. Rehlaty
for Travel and Tourism agency should provide packages and
promotions for Malaysia travels. Everyone is drawn to these kinds of
deals, and a travel agency may construct a package by combining
numerous services such as hotel reservations or other travel-related
services. Travelers are certain to find budget-friendly discounts and
enjoy their trips.

Customers are reluctant to travel for not providing enough
information on safety procedures in Malaysia. Rehlaty for Travel and
Tourism Agency must provide information about Malaysia, such as
how they receive visitors from around the world, how they handle
post-pandemic situations, and other information related to the ease
and safety of traveling to Malaysia, reassuring travelers that there are
no risks preventing them from traveling, increasing the chances of
being chosen as the destination.

The agency does not offer private tours for customer preferences.
Personalization helps Rehlaty for Travel and Tourism agency target a
big consumer niche. In personalization, Rehlaty can collect data on
potential clients and their needs, as customization improves the
customer experience and makes it easier for the agency to provide
better services. If the customer gets services that are modified and
managed according to his preferences to travel to Malaysia, this will
increase his intention and interest in traveling.

Their website and social media need to be refreshed and updated.
Requires development of the Rehlaty Travel and Tourism website, as
well as social media activation and content related to information
about traveling to Malaysia.

They must also implement innovative strategies to enhance their
brand image among the competitors that attract tourists to these
countries.

12

IMC Plan

4P's Marketing mix

According to research, the tourist industry will become highly competitive
after the COVID-19 pandemic (Grover, 2020). As a result, regular
promotion via a marketing mix is a practical and innovative strategy for
attaining tourist objectives.

It is vital to understand audience personalities and processes via their
thinking. A specific strategy that utilizes the principles of attention,
inspiration, desire, action, and loyalty should be used (Sellers, 2021). These
types of people and procedures are very necessary for tourism and travel
businesses.

PROMOTION

Online Marketing
Influencer
Direct Marketing
Advertising
Sales Promotions

PLACE

Market Coverage
Channels
Locations
Transport

PRODUCT

Quality
Features
Services
Packaging
Warranties

PRICE

Price strategy
Discounts
Allowance
Payments Term

13

IMC Plan

4P's Marketing mix

PROMOTION Tourism promotion entails encouraging,
educating, persuading, and recalling
travelers. It's brand/service awareness
marketing. Attention–inspire–desire–
action–loyalty helps target audiences
and advertising. Throughout the
traveler's trip, continual advertising
must be relevant(Joshi, 2021).

Whether it happens online or in 24
storefronts, distribution in the tourist
PLACE industry is a complicated process (Joshi,
2021). Particularly in light of the COVID-19
crisis, technology has been instrumental
in the expansion of the travel sector in
terms of sustainability, design, and
security.

PRODUCT Tourism includes specialty and mass-
appeal components including lodging,
cuisine, drinks, transportation, scenic
beauty, historical relevance, and
geography (Joshi, 2021). These sights
appeal to all tourists. Every piece of your
offers must enhance the tourist's
experience.

PRICE The 4Ps of travel and tourism include
price as an important component. In
order to provide the experience that
tourists need, price-fixing must be done in
accordance with market competitiveness.
Regardless matter how much money
people have to spend, their expectations
must be satisfied (Joshi, 2021).

14

IMC Plan

CUSTOMER
PERSONA

Instead of addressing all travelers globally, you will achieve more
success by targeting your customer persona explicitly (s). Essentially, a
buyer persona is a business-specific profile of your ideal consumer.
They are vital for attracting, engaging, and converting clients for travel
companies. Customer personas help you determine the requirements,
interests, and obstacles of your target audience. By identifying these
traits, you may choose the most successful and appropriate marketing
channels and networks. Most importantly, knowing what people are
interested in reading allows you to offer material at certain times and
on specific themes for optimum interaction (Den Brink et al., 2021).

Khalifa Al Salahi Shaikha Al-Marri Ahmed Nasser

Lecturer (Qatari) Single Mom (Qatari) Enginner (Arab)

He is a 38 years old She is a 29 years old He is a 42 years old
He is Married She is a mother of 2 children He is single
He always travel with his aged between 3-7 He always travel with his
family. She always travel with the friends
He is Interested in learning family He loves to explore the world
new languages. She is not an expert in He is Interested in Asian
He works in the gov sector. cooking cultures.
He loves travel and She works in the semi He works in the private
adventures. government office sector.
He loves Asian food She loves to share photos of He loves to collect memories
He is always looking for new her sons.
destinations to travel.

15

IMC Plan

Research
Method

A study design, research strategy, philosophical approach, data
collection technology, and data analysis method has chosen as part of
the research process. Additionally, the researcher completed ethical
research to guarantee the study was ethically done. All of these
challenges are examined in the following manner. To achieve the
objectives, a descriptive design was adopted in this study. Dulock
(1993) defines descriptive research as "the process of describing a fact,
exhibiting a phenomenon, uncovering new meaning, and establishing
links and linkages between chosen variables." The descriptive research
approach is used in this study to ascertain the elements that impact
the travel intentions of Qatar residents, particularly post the COVID
pandemic. The findings of the study may indicate that Rehlaty for Travel
and Tourism could change its offerings to customers. The respondents'
responses provide light on what customers most value in a travel
agency's operations. A survey questionnaire is an excellent way to
accomplish this goal. A survey was conducted online in light of the
pandemic and contactless practice as the online survey will be cost-
effective and timely, as well as capable of providing market
measurement (Hague et. al., 2021).

Quantitative study involving
hypothesis testing

Desprictive research type

Test of the influence of the
identified factors

Online questionnaire (Google
form)

Non-probability technique

16

IMC Plan

Research
Strategy

According to Neuman (2014), qualitative research enables the
theoretical generalization of study results that may be substantive
(relative to a particular topic) or formative (critical to a certain sector)
(relevant to different areas and levels). In comparison, a quantitative
design is concerned with the causes and consequences of an event or
behavior in order to forecast it. Ontology (the nature of reality),
epistemology (knowledge), methodology (the ideas that motivate and
control scientific investigation), and the tools used to conduct research
provide the There is philosophical and meta-theoretical basis for
quantitative and qualitative approaches (research methods and
techniques). However, this type of research may not provide accurate
information regardless of its in-depth analysis.

In quantitative research, statistics and computations are employed to
characterize and quantify the frequency of events. Quantitative
research is defined by an objectivist perspective on social reality, a
deductive approach to theory-inquiry connections, and a preference
for natural scientific techniques. In other words, quantitative research
uses statistical techniques to investigate correlations between
numerically recorded variables. Quantitative data are gathered using a
random sample and well-organized data-gathering processes.
Quantitative research data may be presented in a number of ways,
including summary, comparison, and generalization (Goertzen, 2017).
As the study will employ a questionnaire, a wide range of accurate
information can be gathered regarding the potential factors that could
affect Qatar residents’ perception of their travel intention. The
questionnaire is designed following the research framework, and the
questionnaire has six sections. The first section is the traveler’s
demographics and identifies the age, gender, income, and nationality of
the respondents. The other sections will be exploring the risk factors
influencing the Qatar resident's travel intention post-COVID-19 using a
five-point Likert scale.

17

IMC Plan

Marketing & Financial
Objectives

Marketing Financial
objectives Objectives





Maintain positive and A double-digit growth rate
consistent monthly sales for every year to come.
growth.
A reduction of fixed overhead
Increase the number of through disciplined growth.
new clients who become
loyal customers. Continue reducing the
variable expenses related to
To be known as the best trip production.
supplier of safe adventure
trips.

Increase the website
visitors and social media
followers 10% in 3 months

18

IMC Plan

Strategies

& Tactical Plan

Destination marketing is not an entirely novel concept within the tourism
sector as numerous hotels, restaurants, and even travel agencies found
considerable benefits in promoting a certain place. The majority of
difficulties in the past were caused by technology limitations, but now with
With a good digital marketing strategy, a lot of campaigns enhance the
appeal of certain places with the use of effective tactics. This IMC plan
will show some effective destination marketing tactics and how to put
them into action.

Focus on how safe Safe Destination's Work with
the destination is Digital Influencers

post COVID-19 Advertising




Influencer to talk about
Make visitors understand Make video for your hi/her experience of
what makes the destination that will traveling to Malaysia as
Malaysia a safe place to welcome the targeted they are usually bloggers,
travel to post covid-19 audience on YouTube. YouTubers, TikTokers, and
through the agency Use the different features in Instagram personalities.
website. the Instagram app to show Offer the influencers free
Show the different safe the safety measurements in trips and accommodation
activities that people Malaysia, such as the in exchange for a video or
can enjoy through Instagram story, reels etc. article promoting Malaysia
Rehlaty Travel & Tourism Boost Facebook ad about as a destination
website. how to have a safe trip to
Radio ads about travel Malaysia.
safely to Malaysia Run promotion packages to
through Rehlaty for attract customers through
Travel & Tourism. google ads.
Creating a Content Series
Plan

19

IMC Plan

Focus on how safe the
destination is post
COVID-19

Through this strategy, we will educate the target audience about
Malaysia as a tourist destination after Covid-19, and what makes it a safe
place to travel in this period by publishing awareness articles and various
stories on how to travel safely derived from the experiences of previous
customers, in addition to providing some tips and recommendations
which they can follow to have an enjoyable and safe journey. In addition,
through this strategy, we can explain various safe activities that people
can enjoy in Malaysia through Rehlaty for Travel and Tourism website
and blogs. Finally, the radio advertisement will help encourage people to
travel to Malaysia in the post-Covid period as they will be directed to the
agency's website, and thus they can find useful information on how to
travel safely and know the precautionary measures to be followed, in
addition to travel requirements through the Rehlaty Travel and Tourism
website.

20

IMC Plan

Safe Destination's
Digital Advertising

It is generally known that watching videos is one of the most preferred
methods for individuals to get information(Sarika, 2022), to develop a
name for the Rehlaty agency on social media, should start producing
intriguing videos not only about a specific tourist attraction but about the
culture, landscapes, etc. Providing insight into preferred spots to eat,
shop, and explore; providing recommendations on how to travel about
the city; pointing out where the perfect picture chances are; and more
are some other video concept possibilities. These are going to be perfect
for posting on social media and provide the online platform's feed with a
wonderful variety of photographs and videos.

Facebook, Google+, Twitter, and Instagram continue to dominate the
social networking landscape in Qatar (Davis, 2022), just as they do in
most other nations. However, different segments of the population have
quite different patterns of usage for these sites. Facebook is very
universally used throughout the Middle East and North Africa (MENA)
area, as well as among all expatriate communities in Qatar. Qataris, on
the other hand, have not shown the same level of enthusiasm for
Facebook as a platform for social networking; just one in three Qatari
citizens report having a Facebook account with 23% present (Qataris
Demonstrate Unique Social Media Use Patterns, 2017). In point of fact,
Qataris have the most distinctive social media use trends. The majority
of internet users in Qatar (approximately two-thirds) use Instagram and
Snapchat (70 percent Instagram, 64 percent Snapchat). This rate
indicates perhaps the greatest Snapchat penetration in any nation in the
globe (Qataris Demonstrate Unique Social Media Use Patterns, 2017).

21

IMC Plan

Safe Destination's
Digital Advertising

Instagram is the up-and-coming competitor in the market. Because it has
more than two billion active users in Q3 2021(Iqbal, 2018). It is an excellent
platform on which to build the recognition of your business. On the other
hand, if you use Instagram stories, you have the freedom to upload
information that will be removed from your account after twenty-four
hours. This limited lifetime keeps people's attention and piques their
curiosity. At the same time, it makes it possible for the marketer to
disseminate information in a manner that is more genuine. That has the
potential to become addicting for the viewer over the long run. Also,
Instagram has just implemented a number of upgrades to its Reels feature,
the most notable of which is the extension of the maximum length of a Reel
to sixty seconds. The feature known as "remix Reels" gives content makers
the ability to "remix" a reel by merging previously recorded footage into a
new reel (Geyser, 2022). This leads to a brand-new and one-of-a-kind
combination of material, such as responses, dance-offs, and other things.

Any company that wants to bring in more customers should consider
running promotions. In the case of hotels and travel companies, these
types of promotional activities might take the form of discounts on nightly
rates or even complimentary excursions to a specific destination. However,
in order to attract the prospective consumer, it is vital to have a clear
marketing plan that targets the demographic that you want to attract.
When a promotion is more narrowly focused, there is a better probability
that it will provide the desired effects. In addition to this, promotions need to
be utilized strategically. For instance, you may run advertising offering
discounts during the summer season.

22

IMC Plan

Work with
Influencers

There has been a recent explosion in the number of travel companies
realizing the possibilities of marketing their services through digital
influencers. Marketing to influential people is a strong strategy that may
be used to shape people's attitudes about tourist businesses and
locations. This is because digital influencers have gained their followers'
trust and can communicate effectively in the same language as their
intended audience. Bloggers, YouTubers, TikTokers, and Instagram
personalities are often the kind of persons that fall into this category.
Convention and Visitors Bureaus and Destination Marketing
Organizations are increasingly looking to influencers to provide content
for their hotels, tourist sites, and other areas of interest. This is due to the
fact that influencers have audiences that are highly engaged.

To begin to start with an influencer marketing plan, Rehlaty should
conduct some research on influencers who currently provide material
about the tourism business. This will allow you to identify potential
partners. An example of a potential trade would be allowing an
influencer to visit the destination for free if the influencer creates a video
on YouTube about their time there. Both sides will benefit from this
arrangement. as the agency business will be seen by new people, while
the influencer will have the chance to provide unique content for their
audience.

23

IMC Plan

Work with

Influencers

3.9K followers on Facebook Sarah Al-Wada'ani
2.5M followers on Instagram
6.3 M followers on Snapchat

Sarah Al-Wada'ani is one of the top influencers in the gulf that Rehlaty
travel and tourism agency can collaborate with. She visited Malaysia last
June and shared her journey with her followers. She is a Saudi beauty
expert. She is 28 years old. She was born in 1994. Al-Wada'ani's activity is
not limited to Snapchat only, but she also shares her followers on various
social networking sites. Al-Wada'ani is also a well-known beauty expert
on social platforms such as Instagram, Facebook, and Snapchat. She
used to broadcast special photos and videos, in which she posts about
the latest developments in her personal and professional life, and then
interacts with Follow her spontaneously. She was born in the city of Al-
Ahsa, and she currently resides in the Saudi capital, Riyadh.

24

IMC Plan

Creative Brief

The Objective Tone Target
Brand s of Voice Audience
Rehltay for
Travel and Qatar Residents Exciting and Progressive: Qatar Residents
Tourism willing to travel We want high-energy
to an Asian commercials that are willing to travel
Media country visually appealing and
Requirement as Malaysia. compelling in order to to an Asian
pique people's interest.
They will depict the country as

Malaysia.

Multi-channel media, such as safety travel ways with
advertisements in on Radio, Rehlaty
on billboards, at points of sale,
and on social media sites like Desired After seeing the advert, we want
Facebook, Instagram, and Consumer our target audience to have
YouTube. Response Rehlaty as their first option while
looking for a safe travel
package to an Asian country.

Support Competition Also, we want them to feel
Statement confident and satisfied that they
choose their service, and think

Rehlaty can play Rehlaty’s top 4 competitors that it will be safer to their
an important role are Darwish Travel Company health.

in leading the with 70 years of experience in

tourism sector by the tourism field, Regency Mandatory
Travel and Tours, Victoria Elements
offering safe Travels, and Mosafer Travel &
Tourism with more than 10 The advertisements could
travels post covid- years of experience. contain Rehlaty's logo and
website, the agency services,
19. tag-lines, and benefits

Creative
Strategy

Based on the product-oriented strategy, this advertisement will be executed by
informing the public about the benefit that they will get when they choose the "Rehlaty"
service and encourage individuals to travel safely post-Covid-19. The “Rehlaty” is fit in
the fourth quadrant of the FCB grid, and it's low involvement and emotional. and
“Rehlaty” is a kind of service that makes the people feel good or provides self-
satisfaction, as it makes them feel that they will get what they want and without losing
anything else. As they'll enjoy their travel while staying safe and without having risk on
their health.

25

IMC Plan

Campaign Brief

Campaign Target The Campaign
Name Audience Problem Budget

It’s time to Qatar Residents Many people in Qatar QR 54,600
say, welcome willing to travel believe that traveling to
to Malaysia! to an Asian an Asian country such Campaign
country as Malaysia is still Duration
Campaign as Malaysia. dangerous on their 3 months
BIG IDEA health, despite the low

Encouraging Campaign number of Covid-19 Campaign
tourists in Qatar Objective cases in it, through this Timeline
to travel to campaign, we will
Malaysia after To attract Qatar encourage and attract July 2022 to
Covid-19, due to Residents to visit residents in Qatar to visit September
the low number Malaysia post Malaysia, while clarifying 2022.
of cases in it and COVID-19. the precautionary
the return of life measures that Malaysia
to normal. is still applying after
COVID-19.

Campaign Social Media Marketing

Media Mix Engaging with customers on social media is an essential requirement.

Thus, must constantly reply to the customer's posts or comments.

Also, schedule the content to keep consistency. And marketing using

social media (Ads on Facebook, Instagram, and YouTube).

Video Marketing
The following travel agency's digital marketing strategy will feature the
use of videos at various points. Create captivating videos that
highlight some of the myriad scenery, activities, and people in
Malaysia. Videos are enjoyable to watch, they teach you something
new, and in general, they are far more shareable.

Paid Ads
Search engine optimization (Ads on Google Ads and Google Display
Network)

Radio ads
Direct Communication
SMS Advertising
WhatsApp Business
Marketing through email
Webpage

26

IMC Plan

Creative
materials
& production

Type: Channels:

Vedio Production YouTube, Social media
Idea: platforms.

The purpose of the video is to highlight some of Malaysia's most iconic
sites while highlighting the significance of people resuming
communication with one another following the Covid-19 era where they
were apart and returning to daily life with the intention of keeping a safe
distance in order to protect ourselves and others. The video was
produced in two ways the voiceover of a woman and a man.

Female Voiceover
Link

Male Voiceover
Link

27

IMC Plan

Creative
materials
& production

Type: Channels:

Radio Production Qatar Radio - is a Qatar Government-
Idea: owned public service national radio
station in Qatar (Arabic and English)

The idea of the radio advertising is to encourage people to travel to
Malaysia while making sure to know the latest updates regarding safety
measures, and requirements for safe travel to Malaysia, and to invite
people to visit the website of Rehlaty for travel and tourism. Two versions
of the advertising were created: one in Arabic to attract Arabs and
Qataris, and the other in English for non-Arabic speakers. Both versions
will be played on the Arabic- and English-dedicated stations of Qatar
Radio.

English Version

Arabic Version

28

IMC Plan

Creative
materials
& production

Type: Channels:

Creative Design Social Media:
Idea: Instagram.

Various designs and posts on Instagram, whether as regular posts or
using Insta stories and Reels, show travelers how to travel safely to
Malaysia. (The designs will be bilingual Arabic and English)

29

IMC Plan

Creative
materials
& production

Type: Channels:

Creative Design Social Media:
Idea: Facebook.

Various designs and posts on Facebook, whether as regular posts or
using Facebook stories and ads, show travelers how to travel safely to
Malaysia. (The designs will be bilingual Arabic and English)

Trips
Testimonials about
Malaysia shared on
Facebook

"Great Trip and will
book in future too
with Rehlaty
agency."

Purnima Tiwari
Indian

"I would like to thank
Rehlaty travel for
making my trip safe
and memorable."

Mohammed
Qatari

"Service was up
to mark. would
look forward to
plan many
more holiday
with Rehlaty".

Fatima
Qatari

30

IMC Plan

Creative
materials
& production

Type: Channels:
Google display ads design Online

Idea:

On various websites to attract those wishing to travel to visit Rehlaty for
travel and tourism and explore their favorite destinations.

Ad

31

IMC Plan

Creative
materials
& production

Type: Channels:
Creative content Webites/Blogs

Idea:

Updating Rehlaty for travel and tourism website, with articles related to
safe travel after Covid-19, travel requirements for various countries of the
world, and all other information that the travelers needs and facilitates
the travel process for them, which will encourage them to make a travel
decision.

32

IMC Plan

Creative
materials
& production

Type:
Competition on Social media
Idea:
Competition on Facebook and Instagram to activate social media
Post Caption:
It's time to play!
Find the names of 5 cities in Malaysia and win a trip for two!
The package includes ticket price, hotel, transportation, and medical insurance
Follow us on Instagram, and Facebook. @Rehlaty4travel and mention 2 of your
friends to enter the competition.
Play and Win!

33

IMC Plan

Creative
materials
& production

Type:
Promotional Giveaways
Idea:
A promotional gift (also known as a promotional product, advertising
speciality, or swag) is an object imprinted with a company logo or other
marketing message. The item is intended to keep the organization's
name and contact information in front of the intended audience.

34

IMC Plan July

Editorial
Calender

Campaign
launch.


Post about Publishing Facebook Publishing Publishing Discount offer
Instagran post the a radio post a radio
about Malaysia about a radio for travel
campaign. advertisement advertisement
travels on Qatar Radio. safe travel on Qatar Radio. advertisement
requirements. on Qatar Radio. to Malaysia.




Video Publishing Publishing Publishing Publishing Publish an article
a radio a radio on the company's
competition "Welcome a radio a radio
to Malaysia!" advertisement advertisement website about
on Qatar Radio. advertisement advertisement on Qatar Radio. safe travel

on Qatar Radio. on Qatar Radio.

August Publish an article Posting about

onwtehbescitoemapbaounty'stravel procedures
Instagran post in Malaysia.
about Malaysia safe travel
travels
requirements. Facebook
Publish an article

post Instagran post on the company's
about about Malaysia
website about
safe travel travels safe travel
requirements.




competition Video Publish an article Posting about
"Welcome on the company's travel procedures
to Malaysia!"
website about in Malaysia.
safe travel


Facebook

post Instagran post
Instagran post about about Malaysia
about Malaysia Posting about
safe travel travels
travels travel procedures requirements.
requirements. in Malaysia.





competition Discount offer Video
for travel "Welcome
to Malaysia!"
to Malaysia.

35

IMC Plan

Editorial

Calender SeptemberPublish an article
on the company's
Video Facebook website about
"Welcome post safe travel
to Malaysia!" about

safe travel

competition


Instagran post Instagran post
about Malaysia about Malaysia

travels travels
requirements. requirements.





Publish an article Facebook Publish an article
on the company's post on the company's
about
website about website about
safe travel safe travel safe travel

Video Discount offer Posting about
"Welcome for travel travel procedures
to Malaysia!"
to Malaysia. in Malaysia.

competition
Facebook

Instagran post post Instagran post
about Malaysia about about Malaysia

travels safe travel travels
requirements. requirements.





October
Facebook Discount offer
Instagran post for travel
about Malaysia Publish an article post
travels to Malaysia.
requirements. on the company's about

wePbusbitleisahbaonuat rticle Publish an article
soanfethtreacvoeml pany's safe travel on the company's
website about
website about
safe travel safe travel

Posting about Publish an article Video Posting about
travel procedures on the company's
"Welcome travel procedures
in Malaysia. website about to Malaysia!" in Malaysia.
safe travel


Facebook

Instagran post post
competition about Malaysia about Instagran post

travels safe travel about Malaysia Campaign
requirements.
travels ends.

requirements.




36

IMC Plan

Budget

Campaign Start Finish No of Total
Item Date Date Items cost
20 July
Instagram 20 2 QR 2800
& Facebook 20 July October 1
RM 3404

20 July 20 -
Google October - QR 2800
- -
Ads 20 RM 3404
October -
Copywriting - QR 15000
-
Video RM 18238
Production - --
QR 5000
Radio 20 July 30 July
Production RM 6079
--
Radio QR 2000
Ad Total
cost RM 2431
Gifts and
Souvenirs QR 20,000

RM 24317

QR 3000

RM 3647

QR 54,600
RM 66
386

Each campaign Item was accounted for under the Budget to ensure
success. The first two tools on the list are Instagram & Facebook ads
and Google Ads, and each costs QR 2800 for 90 days. This number
could be easily recouped within the first month with the right
audience signaling and asset allocation. Based on a premium
marketing budget calculator, the following table can be used to
predict what the minimum expectations should be for each month.

37

IMC Plan

Budget

According to the calculations, with the current monthly budget
allocated, Rehlaty for Travel and Tourism stands to profit at a small
margin due to the order value of their service, but in the final month,
due to the volume of orders increasing during travel season, they are
able to profit massively.

38

IMC Plan

Timeline

July August

Launch the Promotion and

campaign Activation

To boost the frequency of Increasing Touchpoints

social media postings i.e. To boost Instagram and

Facebook, Instagram. Facebook advertising frequency

To implement Instagram To maximise brand exposure

and Facebook advertising. through SEM and pay-per-click

Revamp the local website advertising.

based on a new creative To use analogue and online

direction with new creative touchpoints, such as newsletters

content such as articles and editorials.

and infographics. Radio ads

October September

Monitoring and Promotion and

Evaluation Activation

To produce
the campaign To integrate local KOLS into
report. campaign initiatives
Present findings and To tap into YouTube advertising
recommendations to the Promotional videos
client Direct Communication
To introduce the SMS Advertising
implementation of phase 2.0 WhatsApp Business
Marketing through email

39

Conclusion

This study intends to strengthen IMC's strategy to easily
communicate with Rehlaty Travel & Tourism's customers,
establish loyalty ties with its current clients, and attract new
clients. Also, to design an IMC strategy for a firm in the
instance of my trips and tourism in Qatar, the company
focuses on target segment analysis and explicitly analyses
IMC tactics such as big concept, messaging strategies,
implementation framework, and advertising channel. A
variety of IMC creative content was offered in the latter
portion of this report.

In conclusion, IMC plays a significant part in marketing by
minimizing cost, improving sales, promoting brand
awareness, and building a favorable brand image. Therefore,
My Travel and Tourism will profit immensely via IMC through
direct advertising and marketing which will offer the firm a
competitive edge over its rivals in the local market. The
combination of these tactics will be a tool to reach a bigger
target market. These techniques will be assessed by tracking
sales and engagement on electronic communication
platforms and measuring consumer feedback.

40

IMC Plan

References

41

IMC Plan

References

42

IMC Plan

Thank
You

E-mail

[email protected]

Address

123 Anywhere St., Any City, ST 12345

Telephone

+974 40360777 - +974 50900577

Website

http://www.rehlatytravel.com/