IMPACT OF DIGITAL MARKETING IN PROMOTING TALES OF ILLUMINA: A PROPOSED MARKETING STRATEGIES

Abstract

This study examines the impact of digital marketing on promoting Tales of Illumina, an immersive museum experience in the Philippines that revitalizes Filipino folklore through interactive storytelling. Designed as a multi-sensory space, the museum integrates light, sound, and visual installations to bring traditional narratives to life and foster a deeper connection to the country’s cultural heritage. In light of the growing influence of digital platforms on consumer behavior, the study evaluates the effectiveness of current digital marketing strategies—including social media campaigns, online partnerships, public relations efforts, and search engine marketing—in enhancing the museum’s visibility, accessibility, and audience engagement. To better understand visitor experiences, the study collected data through surveys, focusing on demographic factors such as age and gender to uncover trends in audience engagement. Survey responses offered detailed insights into visitor perceptions, highlighting both positive experiences and challenges, such as difficulties navigating the museum’s digital platforms, limited access to information, and unclear online communication. These insights allowed for a thorough evaluation of the effectiveness of current digital marketing strategies, identifying which approaches successfully foster user engagement and which areas require further refinement. Social media marketing emerged as the most effective strategy, with a mean rating of 3.52, followed closely by online partnerships and online public relations, both scoring 3.48, and search marketing at 3.45. In terms of digital impact, respondents rated visibility (3.44), ease of access (3.41), and audience engagement (3.40) positively, indicating a generally favorable perception of the museum's digital presence. Despite these strengths, key challenges were identified, including outdated ticketing information (reported by 43% of participants) and slow website loading speeds (36%). To address these issues, participants recommended regularly updating ticketing details, increasing social media engagement, and forming collaborations with influencers and travel agencies to expand outreach and improve user experience. In an increasingly competitive and digitally driven environment, enhancing digital marketing strategies is essential for Tales of Illumina to establish itself as a leading cultural destination. Strategic improvements can significantly boost attendance, deepen audience engagement, and expand the museum’s reach both locally and internationally. By aligning its digital initiatives with visitor expectations and technological trends, Tales of Illumina can continue to foster cultural appreciation and deliver an immersive, memorable experience that celebrates and preserves Philippine folklore.