Authors
Shona D/O Suthendran, Ervin Tham Wei Jie, Poh Wei Ren Ronney
Supervisor
Ms Kairiah Mohd Tamin
Year
2016
Abstract
Alternative is a strategic communication campaign that seeks to inspire unique travel experiences in Singapore through uniquely local activities and places. Designed for tourists visiting Singapore, Alternative aims to promote the rediscovery of Singapore’s tourism landscape, which is currently dominated by the city’s global image as a modernized garden city. The campaign seeks to achieve its goal through introducing native experiences that are core to what makes Singapore unique and differentiated from other nations, hoping to rekindle the alternate discovery of our city.
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http://hdl.handle.net/10356/66871