Chuanlord IMC Audit
Brand & campaign strategy
PROJECT TYPE
Academic project · Integrated Marketing Communication
YEAR
AREA OF WORK
Brand & campaign strategy
FOCUS
Integrated marketing communication · Tourism
Overview
This report evaluates how Chuanlord Tourism Leisure Expo Park connects target audiences, creative strategy, media choices, and campaign execution across paid, owned, earned, and shared channels.
This report evaluates how Chuanlord Tourism Leisure Expo Park connects target audiences, creative strategy, media choices, and campaign execution across paid, owned, earned, and shared channels.
The challenge
The park serves overlapping groups — parents, children, young visitors, and schools — whose roles as users, influencers, and decision-makers do not always align. The audit needed to separate those roles and test whether the communication system remained coherent over time.
The park serves overlapping groups — parents, children, young visitors, and schools — whose roles as users, influencers, and decision-makers do not always align. The audit needed to separate those roles and test whether the communication system remained coherent over time.
Approach
I mapped the audience decision structure before auditing advertising, promotion, social media, events, influencers, content, PR, direct marketing, and digital touchpoints.
I compared three years of creative strategy for connectedness, appropriateness, and novelty, then examined whether media choices supported the intended journey.
The final recommendations focused on restoring a coherent brand idea while retaining the flexible, technology-enabled tactics that already worked.
The client gave the recommendations strong positive feedback and adopted them as a reference for its next marketing cycle.
I mapped the audience decision structure before auditing advertising, promotion, social media, events, influencers, content, PR, direct marketing, and digital touchpoints.
I compared three years of creative strategy for connectedness, appropriateness, and novelty, then examined whether media choices supported the intended journey.
The final recommendations focused on restoring a coherent brand idea while retaining the flexible, technology-enabled tactics that already worked.
The client gave the recommendations strong positive feedback and adopted them as a reference for its next marketing cycle.
Gallery
