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Marketing Communication Matrix

This document outlines an integrated marketing communications planning matrix for Sabre Travel Network Indonesia. It includes 8 communication programs with purposes such as introducing Sabre's products, boosting event attendance, selling the latest booking engine, and increasing booking segments. Each program lists the corresponding media, frequency, and target audiences which include travel agents, airlines, and consumers. The matrix aims to increase awareness, sales, and build relationships through an omnichannel approach.

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Zhafira Nadiah
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246 views2 pages

Marketing Communication Matrix

This document outlines an integrated marketing communications planning matrix for Sabre Travel Network Indonesia. It includes 8 communication programs with purposes such as introducing Sabre's products, boosting event attendance, selling the latest booking engine, and increasing booking segments. Each program lists the corresponding media, frequency, and target audiences which include travel agents, airlines, and consumers. The matrix aims to increase awareness, sales, and build relationships through an omnichannel approach.

Uploaded by

Zhafira Nadiah
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as XLSX, PDF, TXT or read online on Scribd
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INTEGRATED MATRIX COMMUNICATION PLANNING MATRIX

PT SABRE TRAVEL NETWORK INDONESIA

Nama Anggota Kelompok : 1. Debbie Caroline Sianturi


2. Zhafira Nadiah

COMMUNICATION
NO PURPOSE
IMC PROGRAM

Introduce Sabre as Official GDS &


1 Advertising Japan Travel Fair Adv Boost event attendence.

Electra (Sabre local product) Open Sell the latest product of Electra
2 Personal Sellling Booth on SISKOPATUH (Electra booking engine) to Travel
Socialization by Ministry of Agent.
Religion Affairs event

Sabre Red ID (Customer's Loyalty Travel Agent change and use Sabre
3 Sales Promotion Program) Extra Red Point June - during promotion period, Increase
December 2019 booking segment.
Joint Seminar Socialization with Increase Awareness & Build a good
4 Sponsorship Partner Carrier (Airlines) relationship with airlines

Introduce Travel Agent to our most


Sabre Red 360 (Sabre New
5 Direct Marketing innovative workflow and easy to use,
Workflow) Increase booking segment.

Overview Product, Helpdesk Tips &


6 Event Sabre Product Seminar Update.

Keep customers and partners up to


date with Sabre's services, products,
events . & Build relationship with
7 Public Relations Sabre e-Newsletter customers & partners through
regular communication and high-
value information

QR codes on flyer and business card


link to Electra's page. Get people to
8 Mobile Marketing QR Code for Electra's Page know about Electra (Sabre's local
product)
CATION PLANNING MATRIX
WORK INDONESIA

MEDIA FREQUENCY AUDIENCE

Internet/Social Media Travel Agent, Airlines,


(Facebook, Instagram, Once People around venue (Kota
twitter) Kasablanka Mall)

Face to face Once Umroh hajj Travel Agency

Email blast & In Weekly Travel Agent


person/Face to face

Conference/Face to Quarterly Airlines & Travel Agent


face

Email blast, Internet Semi Monthly Travel Agent


(Landing Page)

Commisioner, Airlines,
Face to face Anually Travel Association, Travel
Agent, Insurance

Airlines, Hotel, Travel Agent,


Email blast Monthly Insurance, Travel
Association.

Internet Once Travel Agent & Personal

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