Please use this identifier to cite or link to this item: https://hdl.handle.net/10356/63177
Title: The unravel travel campaign
Authors: Guo, Lucas Zhengxuan
Dali, Carolyn Luo Lin
Tan, Kor Woong
Chew, Kalyn Jia Hui
Keywords: DRNTU::Social sciences::Communication
Issue Date: 2015
Abstract: This report presents the Unravel Travel campaign, a first ever student-led strategic communication campaign undertaken by four final year students from Wee Kim Wee School of Communications and Information at Nanyang Technological University, to inspire travel to cities that are lesser-known among young adults in Singapore. Targeted at young adults aged 18 to 28, Unravel Travel Campaign aims to deepen the understanding of travel by making a clear distinction between travel and holiday, traveller and tourist, generate awareness of cities lesser-known within Southeast Asia by providing tailored information on them and empower our target audience by sending them to selected cities as travel bloggers. Through these efforts, the team aims for the campaign to encourage target audience to set foot on cities less-travelled in the future. This report summarises the primary and secondary research that guided the campaign strategy and key message. It outlines the journey from conception to execution of the campaign, and concludes with analysis and evaluation of the campaign’s effectiveness based on impact and output objectives. Evaluation includes pre- and post-campaign surveys, metrics from online and on-ground promotion, and a thorough analysis of all media coverage. This report also highlights efforts to further develop and sustain the campaign. Appendices supplement the main text with media clippings, collateral design and detailed survey results.
URI: http://hdl.handle.net/10356/63177
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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