Make green the new pink : a campaign to promote the Eastern Coastal Park Connector Network.

Abstract

The purpose of this project is to increase knowledge and usage of the Eastern Coastal Park Connectors Network (ECPCN). The ECPCN is a 42km route linking major housing estates in the East with parks and greenery in the area. Research conducted by the National Parks Board showed that the youths were not under utilizing the facility. Hence,the team was given the opportunity to launch an integrated marketing campaign targetedat Easterners aged between 13 to 30 years old.

With the campaign objectives in mind, the group launched “Make Green the New Pink”, an initiative to romanticize the ECPCN. Three main events consisting of exhibition at school and libraries, a 28km bike-a-thon cum mass picnic and a blogging contest were planned and successfully executed.

The team was focused on generating coverage in the online media, due to the nature of the topic and the target audience profile. However, the campaign received coverage in both online and offline media.

Publicity for the 28km bike-a-thon was carried out to great results. There was overwhelming support for the event and the publicity generated traffic of over 10,000 hits per month to the campaign website. The team also made good use of social media tools such as blogging and Facebook to sustain interest after main event.

Post campaign evaluation showed that the team achieved the desired objectives of increasing knowledge about ECPCN, positioning of ECPCN as an ideal location for group outings and encouraging people to pass on these message to their social circle.