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Title: Promoting Singapore women's Everest team.
Authors: Shalwa, Taib.
Seet, Rachel Su Hui.
Teo, Winson Weng Keong.
Keywords: DRNTU::Social sciences::Communication::Promotional communication
Issue Date: 2008
Abstract: This campaign involved the promotion of and the fundraising for the Singapore Women’s Everest Team (SWET), an all-women mountaineering team attempting to summit Mount Everest in May 2009. To raise awareness for the team and garner support for fundraising, promotional efforts involved the conceptualisation and execution of the following: the Marmot Mountain Festival and the Adopt-a-Metre Fundraising Campaign. The Marmot Mountain Festival was organised to bring the Singapore mountaineering community together through an informal event in order to showcase the Singapore Women’s Everest Team. The festival also served as a launch event for the Adopt-a-Metre Fundraising Campaign. This online fundraiser sought to provide a platform to involve supporters in the team’s fundraising efforts. Every metre of the 8850m of Mount Everest was put up for adoption on eBay and adopters received incentives and treats as well as adoption certificates for their contribution. Promotional efforts were focused online with the support of online auctioneer eBay as well as several sponsors and partners of SWET. Throughout the entire campaign period, constant dissemination of campaign messages to the target audience and pitching to the media provided constant visibility for the team and the campaign. The campaign’s success was evident – Marmot Mountain Festival was a sold out event while the Adopt-a-Metre campaign attracted not only Singapore supporters but also international adopters.
Rights: Nanyang Technological University
Fulltext Permission: restricted
Fulltext Availability: With Fulltext
Appears in Collections:WKWSCI Student Reports (FYP/IA/PA/PI/CA)

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