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Title: Meet your perfect brew : a communications campaign to increase the awareness of beer appreciation in Singapore tertiary institutions.
Authors: Tan, Jinli.
Ng, Peiru.
Chan, Chrystal Chee Cheng.
Keywords: DRNTU::Social sciences::Communication::Promotional communication::Communication campaigns
Issue Date: 2010
Abstract: This paper presents the collaboration between a group of three final-year students (referred to as ‘the team’) from the Wee Kim Wee School of Communication and Information, Nanyang Technological University, and Brewerkz Restaurant & Microbrewery, Singapore. The communications campaign – Meet Your Perfect Brew (MYPB) sets out to raise awareness of Brewerkz as the place to go for fresh, great-tasting beer amongst tertiary students of NTU, NUS and SMU (aged 18 to 25) in Singapore. The team aims to do so through educating students about beer appreciation, to encourage them to alter their existing perceptions of beer, and in the process, see favour with Brewerkz. It also aims to tackle the issue of binge-drinking in youths in the long term, possible when armed with this knowledge of beer appreciation. This paper includes conclusive research that shaped the direction of communication plans, detailed strategies and mechanics, and an evaluation of the campaign.
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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