Please use this identifier to cite or link to this item: https://hdl.handle.net/10356/38642
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.
URI: http://hdl.handle.net/10356/38642
Rights: Nanyang Technological University
Fulltext Permission: restricted
Fulltext Availability: With Fulltext
Appears in Collections:WKWSCI Student Reports (FYP/IA/PA/PI/CA)

Files in This Item:
File Description SizeFormat 
SCI32725.pdf
  Restricted Access
417.16 kBAdobe PDFView/Open
SCI32725a.pdf
  Restricted Access
19.32 MBAdobe PDFView/Open

Page view(s) 20

754
Updated on Dec 2, 2020

Download(s) 50

27
Updated on Dec 2, 2020

Google ScholarTM

Check

Items in DR-NTU are protected by copyright, with all rights reserved, unless otherwise indicated.