Authors
Guo Zhengxuan Lucas, Carolyn Dali Luo Lin, Tan Kor Woong, Chew Jia Hui Kalyn
Supervisors
Melina Chua
Year
Abstract
This report presents the Unravel Travel campaign, a first ever student-led strategic communication campaign to inspire travel to cities that are lesser-known among young adults in Singapore.
Targeted at young adults aged 18 to 28, the campaign aimed to deepen the understanding of travel by making a clear distinction between travel and holiday, traveller and tourist; to generate awareness of cities lesser-known within Southeast Asia by providing tailored information; to empower our target audience by sending them to selected cities as travel bloggers. Through these efforts, the team encouraged target audience to set foot on cities less-travelled in the future. Evaluation of the campaign included pre- and post-campaign surveys, metrics from online and on-ground promotion, and a thorough analysis of all media coverage
This report summarises the primary and secondary research that guided the campaign strategy and key message. It outlines the journey from conception to execution, and concludes with analysis and evaluation of the campaign’s effectiveness based on impact and output objectives. It also highlights efforts to further develop and sustain the campaign. Appendices supplement includes media clippings, collateral design and detailed survey results.
Click link to view
http://hdl.handle.net/10356/63177