Public Relations Finals

4CA4

Bravo, Dyna Rose

Eranzo, Faye

Hipolito, Paola Anne

Lotereña, Alexander

Mojar, Patrick

Obina, Dianara

University of Santo Tomas

Faculty of Arts and Letters

INTRODUCTION

I. Company Overview

Resorts World Manila (RWM) is the first one-stop, non-stop entertainment and

leisure destination in the Philippines that features exciting recreational thrills,

superlative performances, unique events, and spectacular lifestyle options.

Conveniently located across Ninoy Aquino International Airport Terminal 3, Resorts

World Manila is an instant gateway to world-class Philippine hospitality. This integrated

lifestyle hub is home to three international lodging brands: the all-luxury suite Maxims

Hotel; the five-star brand Marriott Hotel Manila; and Remington Hotel which offers cozy

and superb accommodations for great value.

Also home to Resorts World Manila is The Newport Mall which features

international luxury brands. Movie goers can experience a unique viewing experience

at The Newport Cinemas with stadium seating and state-of-the-art cinema technology.

Grand-scale performances at the 1,500-seater, ultra-modern Newport Performing Arts

Theater (NPAT), which boasts state-of-the-art lights and sounds innovations, and the

largest LED wall in all of Southeast Asia, or relax in the cozy interior and chilling 24/7

entertainment at Bar 360 are also features of Resorts World Manila.

Families can also spend a whole family day affair with the many attractions

offered by GameZoo amusement center, including exclusive multi-dimensional virtual

rides, exclusive arcade games, and more fantastic activities for kids of all ages.

A. Mission

To thrill the world.

To set the benchmark for service excellence.

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To empower our people to realize their full potential.

B. Vision

To be the premier world-class integrated entertainment and tourism

destination in Asia.

C. Values

Inspiring Excellence: Innovation is in our DNA. We live to "wowify."

Mediocrity is our enemy.

Unyielding Integrity: We do what is right.

True Compassion: We genuinely care for our guests, our team and other

stakeholders.

II. Buildings

A. Newport Mall

The Newport Mall is an absolute home to luxury retail brands from all over the

world and goes as far as to feature brands that can be found only in RWM,

such as the Italian signature watches from U-Boat and the authentic

Malaysian cuisine of Old Penang. Dining options for the whole family also

abound at the Newport Mall.

1. Newport Cinemas

The Newport Cinemas at the mall sets a new standard of superb

viewing experience that will not be found elsewhere in the Philippines.

The mall also offers two premium cinemas with stadium seating—

enabling moviegoers to enjoy the show from any point in the movie

house. Plush seats with retractable and comfortable armrests make for

a more than comfortable viewing experience.

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2. 3D Cinema

Watch blockbuster hits at the 3D Cinema with Dolby Digital glasses via

a state-of-the-art cinema projector that will surely please children and

adults alike.

3. Ultra Cinema 1

Fully reclining seats in enclosed couple pods, unlimited popcorn and

drinks, what more does a movie enthusiast need for an unforgettable

viewing experience? Butler service is also offered at the Ultra Cinema

1 for uninterrupted viewing.

4. GameZoo Family Arcade

GameZoo is the newest addition to the Newport mall. A 2-storey video

and fun arcade for the whole family, GameZoo features exclusive

games such as the 4-player Plants Vs. Zombies and Angry Birds team

games, 4D and 6D simulation rides for the ultimate sensory

experience, the latest and most sought-after video games, and even a

softplay area where parents can bond with their toddlers.

For special family bonding moments and extreme fun, GameZoo

definitely is one of the many great choices when in RWM.

E. The Newport Performing Arts Theater

Musicals, performances, and events like you’ve never seen before, only at the

Newport Performing Arts Theater! The metro’s newest performing arts venue

has 1,500 seats for favorite Broadway plays and amazing performances that

will truly captivate audiences. The theater first opened its doors to the

prestigious beauty pageant Mutya ng Pilipinas and has played host to the

most happening events in the country. It houses the largest LED wall ever in

the whole of Southeast Asia with intelligent lights, and the latest in visual and

audio technology.

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RWM unveiled its initial salvo with the lavish production of KAOS, a beautiful

love story featuring versatile Filipino actor Gian Magdangal, Canadian Pop

Idol finalist Martha Joy, with acrobats from China and Belarus, as well as

stunt motorcyclists from Spain. The KAOS spectacular innovated never

before seen levels of entertainment for the whole family within one production

show.

In 2011, RWM featured the Rodgers and Hammerstein musical the Sound Of

Music, headed by King of Philippine Theater Audie Gemora and West End

favorite Joanna Ampil, and directed by no less than ALIW Awards Hall of

Famer Ms. Roxanne Lapus. The well-loved production went on to earn the

distinction given by Broadway Asia Company for being the only Rodgers and

Hammerstein musical with the longest run in the whole of Southeast Asia.

F. Maxims Hotel

MAXIMS Hotel features 172 all-luxury suites, with the latest in hotel

technology, impeccable 24-hour butler service, and a line of fine-dining

restaurants, including premier RWM signature restaurant IMPRESSIONS.

• 172 All-luxury suites

• 3 Royal Villas

• 1 Presidential Suite (The Mansion)

G. Marriot Hotel Manila

A 5-star lodging brand which offers first-class amenities and service levels

recognized internationally. It has 342 exquisite rooms, 3 superb restaurants,

multifunctional ballroom, Spa and business meeting facilities.

• 323 Guest Rooms

• 19 Suites

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H. Remington Hotel

Remington Hotel anchors on the renowned Filipino hospitality and genuine

service, for a superb and comfortable stay. Conveniently located in the

country’s main airport terminals in Manila, its line of Standard Rooms and

Premier Rooms are well suited to cater to any type of guest.

• 623 Standard Rooms

• 89 Premier Rooms

V. Campaign Overview

It has been five years of one-stop, nonstop thrills since then, and starting August

2014, RWM celebrated their fifth year of bringing world-class gaming, dining,

entertainment, leisure and more since August 28, 2009.

 

The anniversary thrills began with Rockin’ 5: Free Anniversary Show on August

28, at The Plaza. With special performances from pop-rock diva Yeng Constantino,

acoustic princess Princess Velasco, X Factor finalist Mark Mabasa and Friends, and

The Voice Kids finalists Darren Espanto, Juan Karlos Labajo, Darlene Vibares, and

grand champion Lyca Gairanod.6

From the opening day PHP1 Million giveaway and PHP500 free slot credits to

the first 2000 guests, RWM have given much, much bigger prizes to more people in

five years. The giving continued in a grand way in August, with the Give Me Five Raffle

Overdrive, as five brand new cars are up for grabs for RWM members. 

 

Aside from awesome cars, RWM also gave away awesome treats on their

anniversary weekend. RWM members may enjoy free movie tickets at Newport

Cinemas   (5 for Free) and complimentary chips worth up to PHP10,000 (Lucky 5). A

thrilling lifestyle treat and other exciting prizes await lucky RWM members in Big Points

Rewards 5-Month Raffle, which runs from August to December 2014.

 

RWM transformed and energized the entertainment scene in the country with

Russian dancers and acrobats, as well as local bands among the first performers at

Bar 360. Since then, it has showcased numerous homegrown and international talents,

and brought Broadway caliber theater entertainment to local audiences. The

entertainment thrills continue with breathtaking acrobatic and gymnastic stunts in

Spectacular, and world-class performances from top local acts. 

 

Since its opening promo of PHP88 Breakfast and P188 Lunch Buffet at

Mercado, there’s been a veritable smorgasbord of dining treats and thrills in RWM’s

world-class restaurants in the last five years. In August 27 to 31, 2014, RWM members

get to enjoy 50% discounts of their food bills from our signature restaurants.

 

World-class events follow in September with a re-telling of Dr. Jose Rizal’s

historic novel. “Noli Me Tangere (Touch Me Not): The Opera”, from September 11 to 28

2014, at the Newport Performing Arts Theater. Sweet lovers are sure excited as RWM

bring back another sinfully sweet affair in the second installment of the Chocolate

Festival, happened from September 15 to 28.

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VI.Key Publics

A. Active

• Members - These are the publics that are very well aware with the events

happening in RWM because as perks of being a member, they get regular

updates and promos offered by RWM exclusively to its paying members

• RWM Management - They are under the active publics because they are

responsible with the activities and happenings in the company and they are

first to act in situations that befall RWM.

• Stockholders - These publics are bound to take action because of their

investments in the company so they are very much involved with the

happenings in RWM.

• Tourists - They are active because they compose mostly of the customers

of RWM.

B. Aware

• Media - The media is aware of the situation as well as the problems and

threats but may or may not choose to take action.

• Gambling and Recreational Related Government Agencies - They are

aware of the situation but will only act and regulate the companies if they

see fit or there are violations committed by the companies

C. Latent

• Minors - These are the publics that have no idea what is the problem and do

not care about the situation because they have other priorities to take care of

so as a result, they will not take action

• People who belong to classes D & E - They are not aware of the problem or

the situation because it doesn't interest them and it is beyond their financial

capacity that they would not choose to take action.

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D. Apathetic

• People who belong to class C - They are aware and can at least afford the

amenities of RWM, however will most likely not take action because they

prioritize how they spend their money.

PROGRAM PLAN

I. Situational Analysis

New competitor City of Dreams Manila’s (CODM) grand opening will be on

November 2015 in Entertainment City, Manila. CODM is the third integrated resort in

the Philippines after Solaire Resort & Casino. CODM is a casino, hotel, retail and

entertainment integrated resort with six hotel towers, including an approximately 260-

room Crown Towers Hotel and the first Nobu Hospitality Hotel in Asia. Located at the

gateway of Entertainment City within the Manila Bay area, CODM will also have

specialty restaurants and shops, as well as bars, gaming facilities and three distinctive

entertainment venues including Manila’s first branded Family Entertainment Center, a

live performance central lounge inside the casino, and a night club. CODM offers

everything from the best hotels to the most exciting shows and is expected to become

an iconic landmark in the Manila Bay area.

The opening of another huge resort and casino could pose possible threats to

RWM even if the two establishments are distant from each other. With the celebration

of RWM’s 5th anniversary all-year, a good public relations plan can help in maintaining

and securing RWM’s place in the minds of its potential and existing publics.

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A. SWOT Analysis

Strengths Weaknesses Opportunities Threats

1. RWM is the first

integrated resort

in the Philippines

2. RWM is on its 5th

Anniversary

3. Compared to its

competitors,

RWM is known

more due to its

active

promotional

activities and

advertising

4. It has the

country’s largest

casino

5. Active in social

media

6. Offers a wide

array of shows,

performances and

movies

1. RWM can only be

reached mostly

by class A & B

public and some

class C public

2. Fewer attractions

offered for family

groups compared

to CODM

1. CODM is not yet

publicized widely

2. The increasing

number of tourists

visiting the

country

3. The growing

industry of

gambling casinos

in the country

4. The opening of

CODM may

increase potential

customers for

RWM

5. Growing number

of casino-goers

1. CODM may

overshadow

RWM’s 5th year

anniversary

2. CODM already

began their

publicity tour

3. Publics are

thrilled and

excited with the

grand opening of

CODM

4. A potential

outbreak of

powerful

promotions and

attractions by

CODM in their

grand opening.

B. Strengths

1. RWM being the first one stop, non-stop entertainment and leisure destination

in the Philippines bring the potential of generating many customers.

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2. RWM 5th year anniversary is a proof that it is successful in the Philippines

from August 28, 2009 onwards.

3. RWM, having more promotional activities and advertisements compared to its

competitor is an advantage because it raises the publics’ awareness of RWM

resulting to it being more well-known than its rival resorts and casinos.

4. RWM’s large and striking facilities can accommodate many people adding to

its desirability and capabilities.

5. Social media is now the bridge connecting people by utilizing it as a tool for

publicizing announcements, event information and updates. Being up to date

and active through social media can definitely help RWM in easily reaching

their target market because most people use it.

6. With their wide varieties of shows, performances and movies they can easily

catch their target market's wants they can offer more choices people.

Weaknesses

1. RWM can only be enjoyed by few people that can afford their rates. Limited

people resulting to limited publics.

2. Families and/or children will not be attracted to RWM and will not be able to

enjoy its amenities due to its adult-inclined services.

Opportunities

1. RWM can take advantage of promotions while CODM is not yet publicized.

2. RWM, with its world class amenities, can cater the luxurious taste of tourists

exploring the country. The improvement in tourism means more potential

customers for RWM.

3. RWM can be the pioneer casino in the growing industry of gambling in the

country. With the growing gambling industry in the country, more tourists will

be coming to the country to experience it, and it may not be impossible for

the Philippines to be ranked alongside Las Vegas and Macau someday.

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4. With the opening of CODM, the gambling industry and entertainment in the

country would be reinforced more and may boost the number of people

seeking the pleasures of such kinds of entertainment, which in turn can bring

more potential customers for RWM.

Threats

1. We Filipinos are always excited when something new is about to open, may it

be a small store or a mall. That’s why the grand opening of CODM will affect

the 5th year anniversary of RWM. The key publics of RWM will get hyped of

this new entertainment hub which may cause them to check it out.

2. CODM’ publicity tour will now cause intrigue in the minds of the tourist and

Filipinos who are if not constantly going to RWM is occasionally there. The

buzz about CODM will now start.

3. After that, Filipinos and tourists who fall to the A and B of the social class will

now get excited and very curious to what this newbie has to offer. RWM is

now famous in our country because of its first class accommodation, relaxing

ambience and “Las Vegas-like” casino. They will now see if this new

entertainment hub can offer much more.

4. And of course if that will happen, powerful promotions and attractions will

follow because they sure want to take advantage of the hype that they have

already caused.

II. Program Goals

1. Reinforce Resorts World Manila’s current campaign, ‘Give Me 5’ to upstage

City of Dreams Manila’s Grand Opening.

2. Preserve Resorts World Manila’s key public’s trust and loyalty to prevent them

from switching to City of Dreams Manila.

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III.Objectives

1. Maintain RWM’s members trust and loyalty to prevent them from switching to

CODM.

2. Execute effective promotional communication tools endorsing the ‘Give Me 5’

campaign of RWM throughout the Metro Manila for 3 months.

3. Increase public awareness on the ‘Give Me 5’ campaign by 50% in 3 months.

4. Generate better reputation by projecting RWM as a Filipino-caring

community.

IV.Intended Audience

● Primary: The main key public of the RWM are men and women who fall in the

A and B socio-economic class who can afford the entertainment and

indulgences RWM offers and wants to experience the thrill of being as if they

were in Las Vegas and Macau. As an integral part of RWM, its employees

and stockholders are important publics because of their employment,

involvement, and position in it. It is because it is very important to sustain a

good relationship with a company’s internal public.

● Secondary: Another public of RWM are the tourists (foreigners and locals

alike). Being located near the Ninoy Aquino International Airport (NAIA), RWM

with its various hotels and restaurants offers a close refuge for the tourists

who want to relax right after arriving and at the same time have fun and enjoy

their vacation with the entertainment RWM offers. Government Agencies

concerning gaming and recreational institutions like RWM are also a

significant audience for they regulate rules and are in charge of making sure

RWM follows these rules and regulations.

V. Strategy

1. Create interactive programs and events that will ensure the participation and

attention of the target publics

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2. Execute fund-raising events that will benefit charities and establish RWM’s

commitment to advocacies

3. Sponsor a social event that caters to the interest of all people and will garner the

most public attention possible

4. Distribute newsletters and brochures to members and intended publics that will

raise their awareness about the Give Me-5 campaign and the offerings of RWM

VI.Tactics

1. Create new and maintain existing connection to publics via regularly updating

social networking sites (Facebook, Twitter, Instagram, and Youtube), and

website.

2. Provide weekly newsletters to members to be sent through snail mails of RWM

regarding the upcoming events of the Give Me-5 campaign from the month of

December 2014 to February 2015.

3. Distribute brochures in major malls around Metro Manila (Ayala Malls, Robinsons

Malls, etc.) for 1 week endorsing the upcoming events of the Give Me-5

campaign from the month of December 2014 to February 2015.

4. Hold a Press conference and press release 3 weeks prior regarding the

upcoming Hi-5 concert on December 19-22, 2014 that will also sponsor the

accommodation of 200 children of the Cancer Warrior Foundation Inc.

5. Launch the Hi-5 concert on December 19-22, 2014 that will also sponsor the

accommodation of 200 children of the Cancer Warrior Foundation Inc. as a part

of the Give Me-5 campaign celebrating the 5th anniversary of RWM.

6. Hold a press conference on December 11, 2014 and press release on December

18, 2014 regarding the special event sponsorship of RWM on the Upcoming

Metro Manila Film Festival that will start on December 25, 2014 until the first

week of January 2015.

7. Initiate an unofficial poll of MMFF entries on RWM pages in social media

networks such as Facebook and Twitter to engage interaction with the publics

and endorse the event sponsorship of RWM on the MMFF awards night.

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8. Invite major networks (GMA, ABS-CBN, TV5) and other media to cover the

MMFF awards night on January 25, 2015.

9. Hold a press conference on February 5 regarding the upcoming Give Me-5K

auction gala on February 25, 2015 that will invite famous celebrities,

businessmen, and members of RWM and will auction works of famous Filipino

artists.

10.Launch the Give Me 5-K auction gala on February 25, 2015 that will display the

works of Filipino artists where the proceeds will be donated to the survivors of

typhoon Yolanda.

Existing Social Media Accounts:

1. Resorts World Manila Facebook Page: facebook.com/rwmanila

1,167,669 Likes as of Nov. 11, 2014

2. Resorts World Manila Twitter: @rwmanila

65,052 Followers as of Nov. 11, 2014

3. Resorts World Manila Instagram: @resortsworldmanila

18,915 Likes as of Nov. 11, 2014

4. Resorts World Manila Official Website: rwmanila.com

5. Resorts World Manila Companion Mobile App on iOS and Android Devices

This Resorts World Manila Mobile Companion is your best friend in and

around the Philippines’ First Integrated Entertainment Hub. Get updated on

the latest promotions and events that are happening at the resort. Look up

movie schedules from the Newport Cinemas. Browse through the RWM

Exclusives packages. Never be without your Resorts World Manila Mobile

Companion. Here the features of the mobile app:

● Card-style User Interface

● View the latest shows and events and save dates from the Calendar

● View the latest casino, dining, exclusive and special promotions

● See the movie schedules at the Newport Cinema

● Learn to play the games through RWM's Gaming Guide

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● Newport Mall Guide and Directory

● RWM Restaurant Directory

● Shuttle Services

● Member Dashboard - Access to the Member's Dashboard including

Member's Info and Points Balance

● Hotel Booking

● Movie Tickets

● Show Tickets

● Merchant Partners - Find out the various discounts and perks RWM

members get from our Merchant Partners

● RWM Membership

VII. Calendar/Timetable

The program will run for 3 months from December 1, 2014 to February 28, 2015.

November 2014 December 2014 January 2015 February 2015

13 - Release of weekly newsletters to

emails of members of the RWM

5 - Press release about the Hi-5

concert

15 - Initiate an unofficial poll on

MMFF entrants in Resorts World social

media pages

5 - Press conference on the upcoming

Give Me-5K auction gala on the 25th

24-28 - 1 week distribution of

company brochures in major malls around

Metro Manila

11 - Press conference on MMFF

sponsorship venue

18 - invite major networks and other media to cover the MMFF awards night

on the 25th

10 - Press release on the auction gala

28 - Press conference about the

Hi-5 concert

18 - Press release about the MMFF

Sponsorship venue

25 - Launching of the MMFF Awards night

at the Newport Performing ArtsTheater

25 - Launch of the Give Me 5K auction

gala

19-22 - Launch of the Hi-5 concert

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A. November

● Weekly newsletters - 250,000.00 php per month (100,000.00 for the paper,

150,000.00 for the printing)

● Brochures - 150,000.00 php for 1 week (50,000.00 for the paper, 100,000.00

for the printing)

● Press Conference and Press Kits for Hi-5 Concert - 250,000.00 php (Venue

will be held at RWM, 50,000.00 for the equipment and snacks for the media

people)

Total: 650,000php

B. December

● Press Release for Hi-5 - 50,000.00php

● Weekly newsletters - 250,000.00 per month

● Press conference and Press Kits for MMFF - 350,000.00php

● Press release on MMFF - 50,000.00php

● Hi-5 Concert - 7,500,000.00php

Total: 8, 200,000php

C. January

● Launching of the MMFF awards night - 5,000,000.00php

Total: 5,000,000php

D. February

• Press Conference on Give Me 5K Auction Gala – 350,000.00php

• Press Release on the Auction Gala – 50,000.00php

• Launching of the Give Me 5K Gala – 3,000,000.00php

Total: 3,400,000.00php

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IX.Evaluation

A. Informational

1. To inform at least 80% of RWM members of its events and promos.

2. To inform at least 5000 people about the upcoming Give Me 5 events

in the next 3 months during the one week distribution of brochures in

major malls (Ayala Malls, Greenbelt, Glorietta Malls, ATC, etc.) around

Metro Manila.

B. Measurement of Production

Through measurement of production, we will count the total number of

tactics made to inform our target publics of our messages.

• Radio: We will count the number of times the ration stations aired our

PSA’s.

• Flyers: We will count the total number of flyers produced.

• Brochures: We will count the total number of brochures produced.

• Internet:

- We will count the number of followers on our social media

accounts (Twitter, Facebook, Instagram, and Youtube).

- We will count the number of clicks on our Facebook

advertisement.

- We will count the number of views of our promotional video

YouTube (hits).

- Promotional Materials: We will count the number of promotional

materials (mugs, pens, press kits) produced.

C. Measurement of Exposure:

Through measurement of exposure, we can determine how many people

were exposed to our message.

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- Audience Attendance: We will count how many media/press

people will attend our press conferences.

- Media Impressions: Based on readership evaluation we can

determine the number of newspapers with our ad that were

sold. These numbers will allow us to calculate the total number

of people exposed to the message.

- Cost per person: We will calculate the total cost of the

production tactics such as flyers, brochures and divide it by the

total number of people that received these tactics to determine

the cost per person. This will provide us with the cost of our

message exposure per person.

D. Attitudinal

1. To position RWM in a more positive light in the minds of at least 60%

of the members to be shown through a satisfaction survey by the end

of December 2014.

2. To generate excitement about RWM’s 5th anniversary events and put

RWM as the first option in the minds of the publics upstaging the new

competitor City of Dreams.

E. Measurement of Awareness

This method of measurement will help us to evaluate our public’s

attitudes toward RWM as a result of our efforts. We will send surveys

enclosed in Newsletters to distribute to members before and during our

campaign. This method of comparison will allow for us to see our

progress and the impact we have had in changing the attitudes of our

publics.

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