Summative Assessment Task "Malaysia's travel industry continues to be severely impacted by COVID-19 in 2021 following a dramatic downturn in 2020 when the pandemic first emerged resulting in lockdowns and border closures, while both inbound and outbound passenger numbers plummeted. Travel in Malaysia is predicted to see an initial focus by players to drive domestic tourism as inbound arrivals are set to be slower to recover in terms of number of trips with pre-pandemic levels unlikely to fully recover until 2025. Domestic expenditure is therefore predicted to bounce back first to move beyond inbound receipts by the end of the forecast period due to more severe declines by the latter during the pandemic and the later recovery predicted for inbound arrivals" (Euromonitor, 2021) You are required to produce an Integrated Marketing Communication Plan based on a campaign for Hotel Industry to promote the local hotel to the local tourists. The IMC campaign should be mainly designed with online marketing communication tools and supported with offline marketing communication tools. Further, the IMC plan for the campaign must be supported with creative and innovative visuals and illustrations which must be appropriate to your campaign. Client Perspective - Developing the Client Brief You must follow the suggested structure for an integrated marketing communications (creative) brief (appendix B), with the aim of instructing a creative agency to produce and evaluate an integrated marketing communications plan with various deliverables and a clear message of what needs to be done for your chosen campaign. You should outline the process and considerations you took when conceptualising your campaign Step 1 Research and select company/organisation/theme/issue you would like to explore. Step 2 - Identify marketing communications problems/opportunities. Step 3 Develop the client brief Step 4 Responding to the client's creative brief conceptualise your ideas via an integrated marketing communications plan based on the (SOSTAC) model supported creative and innovative visuals and illustrations. Step 5 - You are required to present innovative and creative ideas to support your marketing communications campaign. There must be a clear link with the creative strategy and the rest of the communication plan. The key objective is to develop your skills in communicating your creative and innovative ideas to other people who may be involved in the campaign, for example, the client, graphic designers, marketing communications and advertising agencies, future employers, etc. You should look at media packs developed in practice or marketing visuals/mood/concept boards and other pre-campaign mock adverts, samples, website design or sketches. These should be annotated to explain your thoughts, Refer to recommended readings and online resources. Step 6 - Edit and write up and produce an Integrated Marketing Communications Plan (SOSTAC Model) and campaign.