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M333: Campaign Proposal

ForSINGAPORE TOURISM BOARD

Class: E44H

Team Members:GABRIEL CHRISTIAN GOH

NUR HASIF BIN HASNYNA’IEMAH AMINNUR ILLAZABELLA

SERI AZILIA

February 2016

All rights reserved © 2015 Republic Polytechnic

TABLE OF CONTENTS Page

Executive Summary

1.0 Introduction

2.0 Target Audience Analysis

M333 Communication Strategies for Event Management

3.0 Situation Analysis

4.0 Communication Objectives

5.0 Communication Strategy: IMC

6.0 Budget

7.0 Timeline

8.0 Evaluation

*Team must include the following in the Appendix (where applicable):- Mock-up: examples on how idea will be represented in the various channels and collaterals as per proposed strategy- Infographics

EXECUTIVE SUMMARY

This is a proposal by five students from the Diploma of Mass Communications in Republic Polytechnic.

The proposed Integrated Marketing Communication (IMC) plan is designed to engage at least 100 of the youths and adults living in Singapore to attend Races Of Singapore, by reaching out through social media platforms, like Facebook and Twitter,

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within April and May.

The 3-month campaign would feature the use of several IMC tools to generate greater awareness of the race.

There would be activities such as the amazing race, performances and winning videos’ screenings.

The communication tools employed for the IMC plan would include posters, celebrity endorsements, interactive marketing, public relations and word-of-mouth.

An evaluation would be conducted after the conclusion of campaign to gather feedback and measure the effectiveness of the IMC tools to engage at least 100 of the youths and adults. The measuring tools include the number of entries received on Instagram, mentions of “Races in Singapore”, unique visitors to STB’s website, increase in followers on STB’s social media accounts, number of Tyvek wristbands given out

Key Message“To strengthen relationship between friends and families the Singaporean way.”

Tagline“I am Invited, Are You?”

Hashtag:#IAmInvited

Problems Faced (by Singapore Tourism Board)● Residents in Singapore are unaware of the Singapore Invites

campaign● Tourists/foreigners are not aware of Singapore and the

hospitality we can offer

1.0 Introduction

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Singapore Tourism Board

The Singapore Tourism Board (STB) is a statutory board under the Ministry of Trade and Industry of Singapore. It aims to ensure that tourism remains an important economic pillar through long-term

strategic planning, forging partnerships, driving innovation and ensuring excellence in the tourism sector.

Mission“To shape a dynamic tourism landscape for Singapore in partnership with industry and community”

Vision“A vibrant and inspiring Destination Singapore that we are proud of.”

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About: Singapore Invites

Singapore Invites is a new initiative by STB. It is all about celebrating family, friendship and reunions. It aims to bring people together. From the ones you share precious memories with to the ones you think about every now and then.

From the unforgettable Singaporean dish to the uniquely local experience, it is also about showing others a slice of Your Singapore.

2.0 Target Audience Analysis

Primary Target Audience Separated into two groups because of the large target audience group: 18-40 years old

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Age: 18-25 years old

The people from this age group are what we consider to be the youths. They are more tech-savvy as compared to the rest of the groups. They enjoy looking for new adventures and they are open to try new things. Some of them might be earning through part-time jobs while some are still dependant on their parents for income. Despite all that, they have the temptations to splurge. They try to make the best out of their free time by going shopping, going out with their friends and even travelling (when time and money is not a problem.)

DEMOGRAPHICS PSYCHOGRAPHICS

● Age: 18-25● Gender: Male / Female● Race: Chinese / Malay / Indian /

Others● Financially stable / Financially

dependant

● Technologically savvy● Enjoy seeking for new adventures● Open to try new things● Socially active on social media● Heavy money spender

USAGE PATTERN PRIOR KNOWLEDGE

● Traditional media: Print, Radio, Broadcast, etc.

● Social media: Twitter, Instagram, Facebook etc.

● May have heard about Singapore Invites from social media

● Might not know how to encourage friends and family overseas to visit Singapore

Appendix 1.1


The people from this group are the adults. Most of them are already working and have a stable job. Which means to say they are financially stable as compared to the youths. They have control over their spending and most of them are fine with cashing out on items. They are busy most of the time with their work life and have little or no time to pamper themselves. They are not so daring and open as compared to the youths to try out new things. They spend most of their time either working or staying at home to relax.

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● Age: 25-40● Gender: Male / Female● Race: Chinese / Malay / Indian /

Others

● Most have little or no time to pamper themselves

● Love to unwind and relax when they have the time or during the weekends

● Financially stable● Controls their spending● Not very daring and open to try

out new things


● Traditional media: Print, Billboards, Radio,Broadcast, etc.

● Social media, primarily FaceBook.

● Might have heard about Singapore Invites

● May not know how to invite their family and friends over to Singapore

Appendix 1.2

Secondary Target Audience


Our secondary target audience is expats, those that have visited Singapore or those that have family or friends that are residing here. The ones that have visited Singapore may have visited Singapore for a vacation or to visit a friend or family members. All of them come from a different walks of life and culture and it may differ from Singapore’s very own. They are an adventurous group of people who are fond of gaining new experiences. Spending time in other countries with friends and family is what they like best. Most of them usually have middle to high spending power.


● Age: 25 - 40● Gender: Male / Female

● Adventurous● Likes new experiences

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● Race: From other countries (Americans/ Finnish/ Japanese etc.)

● Wants to have fun● Enjoys time in other countries

with friends/families● Spending Power: Middle to High


● Traditional media: Print, Radio,Broadcast etc.

● Social media: Twitter, Instagram, Facebook

● Delicacies in Singapore● Common places of interest to

visit when in Singapore● Our famous strict laws● Might have seen news or articles

regarding SingaporeAppendix 1.3

3.0 Situation Analysis

Company Main Objective: Market Singapore as a compelling destination for visitors and investors

Other objectives include: Developing the tourism sector, enhancing industry competitiveness and capabilities, regulating key tourism industries, and place making.

Singapore Tourism BoardVisionA vibrant and inspiring Destination Singapore that we are proud of.

MissionTo shape a dynamic tourism landscape for Singapore in partnership with industry and community.

Customer Refer to Appendix 1.1 , 1.2 and 1.3

Competitor ● Tourism boards from other countries (Malaysia, Indonesia, Thailand, China etc)

● Other campaigns (from other industries) might be

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competing for advertisement spaces.● Singapore lacks in natural beauty

Collaborator ● Singapore Airlines (SIA)● Resort World Sentosa (RWS)● Marina Bay Sands (MBS)● Media (CNN Travel/ TLC)● Advertising (Clear Channel / SMRT Media)

Climate Political: Democratic country

Environmental: Tropical rain-forest climate

Social:● Multi-racial● Follow the trends (Eg: K-Pop fever)

Technological: IT Savvy nation with 88% of households having Internet access in 2014 according to Infocomm Development Authority (IDA)(Source by: https://www.ida.gov.sg/Tech-Scene-News/Facts-and-Figures/Infocomm-Usage-Households-and-Individuals)

Legal: Singapore has a quite a number of laws that everyone should abide to. Examples are:

● No smoking in sheltered areas, playgrounds, parks● No littering● No touting● No spitting● No bird feeding● No chewing gum● No jay walking

Economic: Singapore’s economic is stable.

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4.0 Communication Objectives

1. To raise awareness among at least 5% of residents of Singapore, expats, those living in Singapore and those who have been to Singapore, about Singapore Tourism Board’s latest campaign: Singapore Invites. This will be done by distribution of posters at all 23 HDB towns (5% of the blocks for each town)

2. To engage at least 100 of the youths and adults living in Singapore to attend Singapore Tourism Board’s Amazing Race, by reaching out through social media platforms, like FaceBook and Twitter, within April to May.

5.0 Communication Strategy: IMC

RecommendationsThe team recommends using four different types of IMC tools, to generate as much awareness as possible about the amazing race.

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1. Events and experiences2. Interactive Marketing3. Celebrity Endorsement4. Public Relations and Publicity

Events and experiences:

1. Races in Singapore

● Races in Singapore will happen around the ethnic enclaves in Singapore. ● The ethnic enclaves includes Geylang Serai, Little India and Chinatown. ● Participants will go through 6 challenges and each challenge has to be

completed before they get the clue to the next challenge or destination.● We will be collaborating with GrabCar, as a transportation for the participants.

How to join the amazing race?● A multi-racial pair of friends/partners/husband/wife ● Participants need to be 18 years old and above● To have a chance in getting selected for the race, participants need to:1. Form a team of 2 people 2. Post a picture of you and your friends/partners/husband/wife on Instagram3. Caption the picture with reasons why your team deserve to be part of the race4. Hashtag your post with #IAmInvited5. Register at STB’s website6. Registration ends 2 weeks after it has open

Why an amazing race?It is not a common activity in Singapore. It is quite an interesting concept to get our audiences to be a part of the campaign. Furthermore, a part of our primary target audience who are aged 25-40, like to get away from their hectic schedule and unwind with friends and family. This amazing race can be an activity whereby they can spend an entire day with their loved ones.

● To make the race more interesting, there will be a celebrity stationed at each station

● Only 10 pairs will be chosen

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Meeting Point: The Meadow @ Gardens By the Bay

Clue to go Chinatown: Our colour is red, and that’s how we were bred. Hush… rush for the brush.

First Station Chinatown

Clue (to calligraphy) From thin brushes to thick brushes, this is one of the Chinese society’s main cultural marker. Find out what it is and get ready for your first challenge!

Challenge 1: Chinatown

● Participants to write using Chinese calligraphy, “新加” 坡 (Singapore) using only their mouths.

● Most accurate and fastest couple gets clue first.● It will be held at the entrance of Chinatown.

Clue (to opera makeup)

An actor’s play. You’ll put this on your face. Hours of work. It’ll make guys smirk.

Challenge 2: Chinese Opera Makeup House

● Male partner does Chinese Opera Singer makeup for their female partner, at Chinese Theater Circle.

● There will be a checklist for the makeup.● Most accurate and fastest couple gets clue to next

challenge location first.

Celebrity 1 channel 8 celebrity

Clue to Geylang Serai: When you get nice spice, think twice. Cause’ this place is key. And it’s where you should be

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Second Station Geylang Serai

Clue 1 (to Malay kueh)

When you get nice spice, think twice. Cause’ this place is key. And it’s where you should be

Challenge 1: Geylang Serai

● Each couple will be blindfolded.● They will be asked to taste 3 different types of Malay

kueh.● The couple that manages to guess correctly all 3 kuehs

will receive the clue to the next challenge.

Clue 2 ( to Malay traditional games)

Look straight ahead, your next destination might be closer than you think. Look out for a place known for its rich Peranakan culture.

Challenge 2: Joo Chiat

● A capteh and batu seremban (five stones) will be presented in front of them

● Each partner will take up one of the Malay traditional games

● One partner has to kick the capteh 10 times and another has to finish the batu seremban game. Everything will have to be completed in 5 minutes

● Once challenge completed, they will receive the clue to the next challenge’s location.

Celebrity 1 Suria celebrity

Clue to Little India: People of a minority here, a majority elsewhere. Follow the path of lights, and you might be just right.

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Third Station Little India

Clue 1 A place to play, but not today. Similar to bugis, but it definitely isn’t one to miss

Challenge 1: The Arcade

● Male partner will wear a sari for the female member in under 1 minute.

● If a team fails in an attempt, they have to let other teams go first before they can attempt again.

● Once they succeed, they will get the clue to the next challenge.

Clue 2 (to sweet Indian treats)

Bright and vibrant. Never silent. Never dry. It’s Atmosphere high.

Challenge 2: Tekka Market

● Finish 3 pieces of sweet Indian treats (Jelabi, Laadu, Gulab Jamum) under 2 minutes.

● Once challenge completed, they will receive the clue to the final location, where the first to reach there will win the whole race.

Celebrity 1 Vasantham celebrity

Clue to ending point: Go back to the start. Fastest wins so hurry!

Ending Point: The Meadow @ Gardens By the Bay

2. #IAmInvited Event @ The Meadow

● A stage will be set up at the location ● We will get 100Plus to sponsor us throughout the whole event.- 100Plus is an energy drink and it ties in with our event where there is a lot of

running and the participants need a lot of energy to complete the race. ● We will get vendors to provide their food at the event- Food Vendors:1. Candy Floss Stall2. Popcorn Stall3. Hotdog Bun Stall

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4. Churros

● Where: The Meadow @ Gardens by The Bay● Date: 7th May 2016● Time: 5pm - 10 pm● What: An opening speech by the CEO of STB, “Races in Singapore” kick-off,

followed by a show-care of the winning videos, the concert.

Why?● Singapore Invites is all about experiencing Singapore the way a local would● Allows attendees to experiences some of the unique aspects in Singapore- Food (traditional roadside ice-cream and kacang puteh)- Music (local acts such as Sezairi and Take Two etc.)

Third Party Endorsement● Invite local bands and artistes such as Wicked Aura, Take Two, Taufik Batisah,

Shabir, Dru Chen and Sezairi.● This is to attract, entertain and persuade the audience to attend our official

event: #IAMINVITED 2016 A Multi-cultural event

Transportation:Pitch to GrabCar to sponsor transportation for the event.

Time Activity

12.00pm - 6.00pm The Amazing Race starts

5.00pm - 6.00pm ● The opening of the event of #IAmInvited● Emcees start to entertain attendees

6.00 pm 7.00pm ● The participants from the amazing race arrives at The Meadow

● Opening speech from Mr Lionel Yeo (CEO of STB)● Performance from: Wicked Aura

7.00pm - 8.30pm ● Announcing the winner of the Amazing Race, #IAmInvited

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● Screening of the winning videos● Performances from:

- Taufik Batisah- Shabir

8.30pm - 9.30pm ● Performances from:- Take Two- Dru Chen

9.30pm - 10.00pm ● Wrap up of the whole event● Closing by emcees**

**will be a celebrity that is known for being comical and entertaining

Interactive Marketing ● To raise awareness about the campaign, Singapore Invites ● To raise awareness + call-to-action for the event, Races in Singapore ● Platforms: Twitter, Facebook and Instagram.● Using the hashtag #IAmInvited● Posting information about the campaign + Races in Singapore

Celebrity Endorsement● Getting celebrities involved to help publicise the whole event on their social

media platforms. Each celebrity will be placed at one station. ● Our target audience, majority the youths are easily influenced by influencers

and their idols. They will most likely be entice to sign up and join the race.● This also speaks to our other target audience. By having celebrities to be a

part of our race, participants will most likely want to join● Celebrities and influencers have quite a big number of follower and fans so

they are most likely to take part too● Our celebrities will range from the older generation to the latest generation

How can the celebrities help?● They will publicise the event on their social media sites - Twitter, Instagram

and Facebook (whichever applicable)● A short write-up about how they will be involved in the race

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● Have a call-to-action at the end of the post: “You too can join in the fun! Simply get into a team of 2 and register at STB website. Call your friends and family members! I am Invited, Are You? #IAmInvited

● Get celebrities who will be performing to publicise the event on their social media accounts as well

Public Relations and Publicity● Pitch to the different media such as The Straits Times, Today Paper, 98.7FM,

95FM, 93.8FM and etc to get ‘free’ media coverage● For Straits Times, we will try to arrange for them exclusive interviews or other

incentives for them to cover the pre, during or post wrap-up event by STB.● For the radio stations, one of them can be our official partner to announce the

activities of the campaign/event if possible.

Prizes to be Won (Amazing Race)

1st Runner Up ● 2 Days 1 Night stay at RWS Hotel● All basic necessities like food etc. will be fully paid for

by RWS (pitch)

2nd Runner Up ● USS + Aquarium package for 2

3rd Runner up ● Night Safari + River Safari for 2 v

Consolation ● $100 worth of NTUC vouchers for each couple (pitch to NTUC to sponsor us vouchers)

6.0 Budget $50,000

Item Description Cost

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T-shirts(http://theteeinkers.com/site/)

Total t-shirt: 14● 10 T-shirts for participants● 3 T-shirts for celebrities● 1 T-shirt for host

1 t-shirt: $77 x 14 = $98

Venue The Meadow @ Gardens by the Bay6,500 sq mTime: 8am- 12midnight

$13, 910 (+ GST)

Food Kacang Puteh2 hours: $280Subsequent (1 hour): $120

Hotdog Stall2 hours: $350Subsequent: $150

Traditional Ice Cream2 hours: $350Subsequent: $150

Churros2 hours: $400Subsequent: $150

$640

$800

$800

$850

Total: $3,090

Games Malay:● Chapteh (x 2)● 5 stones ( x2)● Kueh:- Kuih Tart- Kuih Lopes- Kuih Lapis

Chinese:● ink

Chapteh: $1 (x2)5 Stones: $2 (x2)Kueh:Kuih Tart: $0.50 (x10)Kuih Lopes: $0.50 (x10)Kuih Lapis: $0.80 (x10)

Chinese: pitch for free

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● paper● brush

Indian:● Sari (pitch for free)● Sweet Indian treats: Jelabi,

Laadu, Gulab Jamum

Indian:- Sari: pitch for free- Sweet Indian treats:

$20

Total: $44.30

Stage + Equipment For the event at The Meadow Total: $10,000

Booth To be set up during the event. For food, drinks etc.

1. Candy Floss Stall2. Popcorn Stall3. Hotdog Bun Stall4. Churros

$300 each booth$300 x 4 =$1,200

Total: $1,200

Advertising Posters to be placed at● Tertiary schools- Polytechnic- ITE- JC● Approx 20 blocks for 23

towns in Singapore (HDB)● Distribution: 1000

MRT Hangers:

$1000 (EXCLUDING THE HANGER)

Tyvek wristbands To be given out to the people who are attending the event. Giving out: 8,000

100: $51: 5/1008,000: 5/100 x 8,000= $400

100 Plus ● Provided throughout the amazing race

● Will be given free during the event

Free (pitch)

Grabcar Transport for the participants to Free (pitch)

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go to their destinations

Public Relations Social Media Platforms Free

Media Pitch to the media (Straits Times, Today, 95FM, 938 LIVE, 98.7 FM)

Free (pitch)

Total $ k (est.)

7.0 Timeline

STB’s Singapore Invites campaign ends during 31st March 2016. The wrap-up event will take place in May 2016

Activities March April May June

Pitch to sponsors & media:

Sponsors:- 100Plus- Sari- Chinese

calligraphy

Media:- Straits Times- Today- 98.7FM- 89.7FM (Malay)- 93.3FM

(Chinese)- 96.8(Tamil)

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Settle all the logistics such as -

1. Booking of the venue

2. Stage + Equipments

3. Items for the amazing race

Release the amazing race on the social media accounts + website

Release posters online on the amazing race

Races in Singapore (Amazing Race)

After event of the amazing race:

Location: The Meadow @ GBTBTime: 6pm - 10pmEvent Date:

Post-evaluation on the event:

● Media Monitoring

● Number of entrees for the Races in Singapore

● Number of Tyvek

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wristbands given out (to count how many people attended the event)

● Increase in likes/followers on STB’s social media accounts

8.0 Evaluation

1. Media Monitoring❏ Monitor hashtag in social media #IamInvited❏ Mentions such as ‘Races in Singapore’, ‘Amazing Race (in Singapore), ‘STB’,❏ Unique visitors to STB’s website❏ Increase in followers on STB’s social media accounts - Twitter, Instagram,

Facebook

2. Number of entrees for the Races in Singapore❏ How many people participate in our contest on social m❏ Track by using the hashtag #IAmInvited

3. Number of Tyvek wristbands given out (to count how many people attended the event)

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Appendix Collateral

1. Posters2. T-shirt3. Tyvek Wristbands

Poster for Races in Singapore:

● Included the event day, date, official hashtag (#IAmInvited)● Logo of Singapore Invites campaign is there to create consistency and to let

others know that this event pertains to the campaign● Call to action to visit the website: http://www.stb.gov.sg/ ● Visuals used are not confirmed

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Mock up of Cue Card:

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Event Poster (teaser): #IAmInvited

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Poster for the event: #IAmInvited

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Races in Singapore Participants’ t-shirt design:

● Minimalistic look● Dri-fit material● Use of black,white and red to give it a consistent feel● Singapore Invites will be on the tag to show that event is relation to Your

Singapore/Singapore Tourism Board● Event name at the back of the shirt● Also includes the date to make it more memorable for the participants

Tyvek Wristbands

The wristbands will be changed accordingly to #IAmInvited

MRT Hangers

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All of the hangers will be placed in MRT stations across 5 station lines.

ConclusionThrough this IMC plan, STB is able to achieve their communication objectives of raising awareness among both groups of target audience. They are also able to engage at least 100 of the youths and adults living in Singapore to join the amazing race. For the official event, the IMC tools will also be able to engage with a minimum of 500 event goers island-wide.

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Documents

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