Develop an IMC program that would be used for the non-hotel guest program. Be very specific in the program you would develop including the media platforms you would use and the message you want to convey.

d: What, if any, concerns should management have in terms of these actions (both programs) in terms of the brand image and equity of their company? Be specific in your answer.

e: Create a slogan for the business, less than 20 words, which captures the essence of the brand. Explain your rationale for the slogan. Then show how it should be incorporated within the brand image and integrated marketing communication plan.