An integrated marketing communications campaign for Manila now 2012: The Philippine international furniture show

For 15 years now, MANILA NOW-The Philippine International Furniture Show (PIFS) plays an invaluable role in allowing our local exporters to showcase their products to the international market. As the biggest furniture show in the country, the event houses more than 100 certified furniture exporters thoroughly screened and selected every year for the exhibit. Hundreds of buyers from Europe, North America, Middle East, and other Asian countries come to the event to see the finest furniture. The number of buyers we get every year only shows the trust they have in the design and quality of furniture that our industry produces. They know they can find pieces here that will do well in their stores and homes, says Joy Cancio, President of the Chamber of Furniture Industries of the Philippines (CFIP). Annually, the industry is at the forefront of designs as it has been renewing its aggressive desire to be leader of the furniture design industry of Asia with MANILA NOWs excellent efforts in bringing trade show buyers from all over the world. By running the show on the first week of March makes it a top destination for furniture buyers to make the Philippines one of their first stops in the ASEAN Furniture circuit every coming year. The exhibit primarily aims to showcase the ingenuity and creativity of top Filipino furniture makers. It is a venue where furniture and furnishing companies are able to acquire business leads and sales from foreign trade buyers who are mostly retailers, distributors, importers, hoteliers and interior designers. Despite increasing competition in the global market, the furniture sector still brings in significant export revenue to the country. This study aims to provide updated information on the state of the furniture sector and MANILA NOWs outcome for the last 3 years as an international platform for furniture manufacturers. It will also present a comprehensive analysis on a new business model that distinguishes a fresh breed or target market-the local buyers. The furniture shows Integrated Marketing Communications Campaign aims to ensure consistency of message and the complementary use of media that not will not only help boost the local visitor turn-out of the show but also to put an impact on the mindset of Filipinos to support Philippine-made products