Truckloads of Love

7/26/2019 Truckloads of Love

1/32

M333:Campaign Proposal

ForSINGAPORE TOURISM BOARD

Class:E44H

Tam Mm!rs:Hanna"# $o%&a# Ais"a# S'a(ila ) Marga&*

F!r&ar' +,-.

All rig"/s rsr01 2 +,- Rp&!li Pol'/"ni

TABLE OF CONTENTS Page

E*&/i0 S&mmar' +

-5, In/ro1&/ion 3

+5, Targ/ A&1in Anal'sis 46

35, Si/&a/ion Anal'sis 768

45, Comm&nia/ion O!9/i0s


2/32

M333 Comm&nia/ion S/ra/gis ;or E0n/ Managmn/

5, Comm&nia/ion S/ra/g': IMC -,6-+

.5, B&1g/ -3

75, Timlin -4

85, E0al&a/ion -

5, Appn1i*s -.63,

Executive Summary

T" Singapor To&rism Boar1 "as la&n"1 Singapore Invites 6 an ini/ia/i0!' STB /o l0rag Singaporans# loal rsi1n/s an1 o0rsas 0isi/ors asa10oa/s ;or Singapor an1 /o ln1 an a&/"n/i 0oi /"ro&g" a p"o/oon/s/5 T"is ampaign is ongoing an1 "n /"r is a n1 /o 10lop a


3/32


Pro!lm>s? Fa1-5 T" la( o; a


4/32


an1 s&s/aina!l gro


5/32


2%0 TAR)ET A('&ENCE ANAL"S&S

Primary Auiece6

T"is ag gro&p ar 'o&ng a1&l/s an1 a1&l/s


6/32


Sec+ary Auiece6

T"is ag gro&p r;rs /o mos/l' /" marri1 o&pls


7/32


!%0 S&T(AT&ON ANAL"S&S

S8OT ANAL"S&S6

Stregt-Oe + t-e c+utry9, :ey,ervice ,ect+r, aec++mic .iar, ;+r

t+uri,m?ig- ++3ig + S+ciaeia ="+ur Siga.+re> @FB6 -#4-4#37 /o/al PagJi(s5&NSTA)RA658(;ollo5g5 C"ris/mas# N< arE0?

2015 RP/CEC/!!!/A"2015#1$S2 Page $


8/32


O..+rtuityOe 3ee: + ,c-++-+iay,C-ie,e Ne3 "ear .uic-+iay,Siga.+re aDD Fe,tivaStr+g ++3ig + ,+ciameia .at+rm, @ ca eu,e +r cam.aigactivitie,

T-reatNegative .erce.ti+ +Siga.+re9, a..ea a, aexcitig t+uri,te,tiati+ =aee ,ae+rig m+eri,e,ma>T+uri,m cam.aig, r+m+t-er t+uri,m +ar,

Ot-er cam.aig, +g+igLac: + meia c+verageLac: + uaity c+tetSiga.+rea,9 ,:e.tici,ma+ut t-e cam.aig=mig-t +t ee t-e eet+ get iv+ve i t-i,cam.aig>

PESTLE ANAL"S&S6

Poli/ial Singapor is poli/iall' s/a!l No


9/32


Jgal S/ri/ laFa!oo(# Ins/agram A1s an1 promo/1 /Tr&(loa1s o; Jo0? A10r/ismn/s >Fa!oo(# Ins/agram A1s an1 promo/1 /


10/32


5%0 CO(N&CAT&ON STRATE)"6 &C

' mssags:

*Reca ,-are mem+rie, -ere 3it- y+urrie,/amiy ar+a t-r+ug- t-e creati++ y+ur .er,+ai,e .+,tcar, +3 atTruc:+a, + L+veI4

*&vite y+ur rie,/amiy ar+a +vert-r+ug- Truc:+a, + L+ve a create e3mem+rie,%4

Comm&nia/ing 0ia: E0n/ >Tr&(loa1s o; Jo0? Soial m1ia >FITS? >o&r Singapor ao&n/s?

2015 RP/CEC/!!!/A"2015#1$S2 Page J


11/32


A10r/ismn/s >FB@IG A1s# Promo/1 T

Fa!oo(@Ins/agram@TGPS? "a/ Tr&(loa1s o; Jo0 is all a!o&/

Gallr' o; 5g T" Joal Popl ar/s mar(/5 Mor

1/ails &n1r sponsors"ip? Soial m1ia


12/32


7% Evet, a ex.eriece,

Tr&(loa1s o; Jo0 0n/ is /o "a0 a ro0ing /r&(# /ra0lling islan16


13/32


+5 Ca&s


14/32


1o-+ a"?# 7 ;ora/&al 0n/

M12H0

A/ri&m Rn/al o; Spa C"angi Airpor/#Ca&sE*l&1 SGFl'r?

Appro*5 pri ;or a"loa/ion: Y+# ,,,5

Y+# ,,, * . Z Y-+#,,,5

Grn Srn

lig"/ing

Grn srn ;or p"o/o

4,.m !'3,m? Pro9/or>-,, l&mns?

For srning 0i1os a/Fl'r

Y3, Y8, Z Y3,

Ni(on amra D,, Ni(on Camra Camra: Y.4

+.,gsm Ar/ Car1 >Gloss=nis"?

;or /" C"angi Airpor/0n/# li/ral in0i/s /o/" 0n/# 1o&!l6

si11 ar1s !o*s

Y-.5,, @ Bo*-. * . Z Y.

Ar'li Bo* For /" l//rs Y77 * + Z Y-4

To/al os/:B&1g/: Y,# ,,,

M!!0J** Amount notinclusive of conrmedcost of venue spacerental.

%0 TimeieActivitie, Feruary arc- A.ri ay

8ee: 1 2 ! 7 1 2 ! 7 1 2 ! 7 1 2 ! 7

Pitc- t+ ,.+,+r, +cati+a meia

S.+,+r,6 Truc: Ni:+ T-e

2015 RP/CEC/!!!/A"2015#1$S2 Page 1!


15/32


L+ca Pe+.e SigP+,tTe"+urC-irexa+raL+cati+6 Air.+rt Siga.+reFyer =ai 3ra.#u. evet># Cau,e3ay P+it emeia6 Strait, Time, T+ayT-e Ne3 Pa.er%

S+cia eia averti,emet,

Face++:6 y+ur,iga.+re

A,T3itter6 vi,it,iga.+rePr+m+te T3eet,&,tagram6 vi,it,iga.+reSa.c-at6 Fiter%

(.ate ,+cia meia ,ite,a micr+,ite,6

T3ice a 3ee: r+m Earyarc- t+ Eary A.ri%Every ay urig i A.riti E + A.ri%

Reta + Truc:6$ +cati+,%H ay, r+m 22 A.ri t+!0t- A.ri

Evet6 Truc:+a, + L+ve2!r A.ri t+ 2Jt- A.ri

Evauati+ + t-e 3-+eevet

H%0 Evauati+

-5 Onlin s&r0's >K&ali/a/i0?6


16/32


6 Di1 'o& om /o /" 0n/ a;/rMain


17/32


M1ia: S/rai/s Tims# To1a'# T" N< Papr5

[[in all l//rs# inl&1 Bro&g"/ /o 'o& !': o&r Singapor Jogo# SingaporIn0i/s Jogo# Tr&(loa1s o; Jo0 logo

-5 N&QON

Subject: Wrap-up campaign of Singapore Invites! Collaboration

Dar Managmn/ Tam o; Ni(on#I am Mar"an $os"a(i# a s/&1n/ ;rom Rp&!li Pol'/"ni


18/32


+5 S&N)POSTSubject: Wrap-up campaign of Singapore Invites! Collaboration

Dar Managmn/ Tam o; Singpos/#I am Mar"an $os"a(i# a s/&1n/ ;rom Rp&!li Pol'/"ni


19/32


Subject: Wrap-up campaign of Singapore Invites! CollaborationDar Managmn/ Tam o; T" Joal Popl#I am Mar"an $os"a(i# a s/&1n/ ;rom Rp&!li Pol'/"ni


20/32


. 87. -+34mar"an\9os"a(i]gmail5om45 Te"+urC-irexa+raS)50


Dar Managmn/ Tam o; Lalora#I am Mar"an $os"a(i# a s/&1n/ ;rom Rp&!li Pol'/"ni


21/32


o&rs Sinrl'#Mar"an $os"a(i. 87. -+34mar"an\9os"a(i]gmail5om5 Siga.+re FyerSubject: Wrap-up campaign of Singapore Invites! Collaboration

Dar Managmn/ Tam o; Singapor Fl'r#I am Mar"an $os"a(i# a s/&1n/ ;rom Rp&!li Pol'/"ni


22/32


-5 Sponsor /" pla ;or &s /o "ol1 o&r 0n/


Dar Managmn/ Tam o; $&rong Eas/ Mall#I am Mar"an $os"a(i# a s/&1n/ ;rom Rp&!li Pol'/"ni


23/32


o& an also *p/ mor popl /o "a1 o0r /o $EM 1&ring /" 1a' o&r /r&( ma(a s/op5

Ho< 'o& an on/ri!&/:In *"ang# i/


24/32


For mor in;orma/ion a!o&/ &s# 'o& an 0isi/

2015 RP/CEC/!!!/A"2015#1$S2 Page 2!
http://www.stb.gov.sg/http://www.stb.gov.sg/mailto:[email protected]://www.stb.gov.sg/http://www.stb.gov.sg/mailto:[email protected]


25/32


Suect6 Brigig .e+.e t+get-er 3it- a 3ra. u. cam.aig t+ Siga.+re&vite,I t-i, c+mig A.riIDar Ms So


26/32


+5 Sampl pos/rs@mar(/ing omm&nia/ion olla/ral

SOC&AL E'&A6

2015 RP/CEC/!!!/A"2015#1$S2 Page 25


27/32


2015 RP/CEC/!!!/A"2015#1$S2 Page 2$


28/32


=&CRO#S&TE>

2015 RP/CEC/!!!/A"2015#1$S2 Page 2


29/32


POSTCAR' LA"O(T

Fron/:

C"osn Ba(gro&n1 Pi/&r Dsign C&s/omisa/ions Singapor In0i/s logo o&r Singapor Jogo >!o//om l;/?

Ba(:

S/an1ar1 Pos/ar1 la'o&/+ Tr&(loa1s o; Jo0 logo >l;/ "al; o; ar16n/r1?

POTENT&AL POSTCAR' 'ES&)N BACQ)RO(N'

2015 RP/CEC/!!!/A"2015#1$S2 Page 2H


30/32


ROG&N) TR(CQ

=EUTER&OR>

2015 RP/CEC/!!!/A"2015#1$S2 Page 2J


31/32


=&NTER&OR>

=ON TOP OF T?E TR(CQ6 BACQ AN' FRONT RESPECT&GEL">

2015 RP/CEC/!!!/A"2015#1$S2 Page !0


32/32


Contributors PageItem/Name ofstudent

Name ofstudent

Name ofstudent

Name ofstudent

Name ofstudent

Name ofstudent

In charge MargauxLevy

Creatives MargauxLevy

Hannah See Jozua hang !ishaidatina"anti

Nuru#Sya$i#a

Logistics !ishaidatina"anti

Nuru#Sya$i#a

%esigner MargauxLevy

Hannah See

&esearch MargauxLevy


Nuru#Sya$i#a

Scri'ers Jozua hang Nuru#Sya$i#a

(itchers MargauxLevy


Nuru#Sya$i#a

Documents

Truckloads of Love