Campaign Proposal
For
SINGAPORE TOURISM BOARD
Class:
E44H
Team Members:
Hannah, Jozua, Aisha, Syakila & Margaux
February 2016
All rights reserved 2015 Republic Polytechnic
TABLE OF CONTENTS
Page
Executive Summary
1.0
Introduction
4-5
7-8
10-12
6.0 Budget
13
7.0 Timeline
14
8.0 Evaluation
15
9.0
Appendixes
16-30
Executive Summary
The Singapore Tourism Board has launched Singapore Invites - an initiative
by STB to leverage Singaporeans, local residents and overseas visitors as
advocates for Singapore and to lend an authentic voice through a photo
contest. This campaign is ongoing and hence there is a need to develop a
wrap up campaign to act as a closure for this.
Campaign Objective
1. To develop a communication plan that will conclude the Singaporean
Invites initiative.
2. Showcase the breadth and depth of contents generated during the
campaign period, including but not limited to photo submissions, global
videos and the finale video montage.
3. Encourage locals to continue to be advocates of Singapore.
2015 RP/CEC/M333/AY2015-16S2 Page 1
Problem(s) Faced
1. The lack of awareness of the hospitality that Singapore/Singaporeans can
offer. Travellers who have not visited Singapore before often perceived
Singapore as sanitised, modernised, safe, boring and small.
2. Influencers are usually paid for and are used for a specific time period.
STB would like to catalyse an organically-growing advocate base.
1.0 INTRODUCTION
Vision
A vibrant and inspiring Destination Singapore that we are proud
of.
It champions the development of Singapore's tourism sector, one of the
country's key service sectors and economic pillars, and undertakes the
marketing and promotion of Singapore as a tourism destination.
The tourism sector currently contributes 4 per cent to Singapores gross
domestic product and supports some 160,000 jobs. Tourism plays an
essential role in reinforcing Singapores status as a vibrant global city that
is a magnet for capital, businesses and talent. It also enhances the quality
and diversity of leisure options for local residents and helps to create a
living environment that Singaporeans can be proud to call home.
Demographic
Psychographic
18 - 30 years of age
Price conscious
All races
Like to travel
Peer influence is important
Nightlife: clubbing, partying
Secondary Audience:
This age group refers to mostly the married couples who have a family of their
own and also the singles who spend most of their time with work and busy
schedule. When having a break from work or their busy schedule, they would
love to spend time with their family if they can afford it. Quality time with their
loved ones are important because of their busy lifestyles.
Demographic
Psychographic
31 - 45 years of age
Decision-making is based on
time and financial sensitivity
All races
Family-oriented
Price-conscious
Working Adults
Nightlife: bar/restaurants
Family activities: Zoo,
Sentosa, etc
Strength
One of the countrys key
service sectors and
economic pillars [for
tourism]
Clinched many awards
(more credibility for them)
High following on Social
Media (Your Singapore)
FB: 1,414,537 total Page
Likes.
INSTAGRAM: 55.8k
followers.
Twitter: 38.7K
Received 14,000 global
entries for Singapore
Invites Campaign
5,200 posts on
#SingaporeInvites on
Instagram.
Weakness
Reach to Singaporeans
First time doing a campaign
focused on locals and hence,
they dont know how to get
them on board
Singaporeans are unaware
about the campaign
higher influx of tourists
following them on social
media + SG more interested
about the other events going
on since the campaign
happened over the holidays
(e.g. Christmas, New Year
Eve)
Opportunity
One week of school
holidays
Chinese New Year public
holidays
Singapore Jazz Festival
Strong following on social
media platforms can be
used for campaign
activities
Threat
Negative perception of
Singapores appeal as an
exciting tourist
destination (labelled safe,
boring, modernised,
small)
Tourism campaigns from
other tourism boards
Other campaigns ongoing
Lack of media coverage
Lack of quality content
Singaporeans skepticism
about the campaign
(might not feel the need
to get involve in this
campaign)
PESTLE ANALYSIS:
Political
Social
Legal
2.
3.
Hashtag #TRUCKLOADSOFLOVESG
Behind the scenes posts
Links to microsite
In-event posts
Guess Wheres The Truck posts
Gifs
Live updates
Personalised snapchat filter
Microsite:
Track the truck (GPS)
What Truckloads of Love is all about
Gallery of winners from Singapore Invites! and previous events
Updates about fringe activities (e.g The Local People arts market. More
details under sponsorship)
Social media widgets
2. PR & Advertising
Facebook/Instagram Ads
Promoted Tweets
Newspapers (Berita Harian, New Paper, TODAY, Lianhe Zaobao, Tamil
Murasu)
3. Sponsorship
SingPost mailing of postcards
Epson/Nikon/Canon printers for the customisable postcards
The Local People for the arts/farmers market and to help publicise
Truckloads of Love
The respective locations hold the events
Singapore Flyer discounted rides and the use of space for event, help
publicise the final conclusion of Singapore Invites! Truckloads of Love
TellyourchildrenxZalora apparels Prizes for lucky draw
Locations:
1.
Airport
Event to kickstart the end of the promotion
Little cards as invites to be distributed.
Visitors to the truck can play games to redeem Changi Airport vouchers.
Games that are traditional in Singapore like Mancala, Chapteh, 5 Stones,
using chopsticks to pick stuffs up and hopscotch.
Meant to introduce the entire event and hopefully with virality.
The trucks will have a video display on the side, pictures and stories of the
winners will be inside.
Rationale:
To welcome the opening of the Truckloads of Love event, the final closing
component of Singapore Invites! Airport can be the starting point to have
a concept that we welcome tourists and bring them to all over Singapore.
2.
3.
4.
5.
Causeway Point
Jurong East Mall (JEM)
Orchard
Raffles Place
Rationale:
To get the truck to go to heartlands shopping malls which have a high
influx of people and the different areas the truck goes to, will equate to
more postcards written.
6.
6.0 BUDGET
ITEM
DESCRIPTION
COST
Twitter: $50 x 14 =
$700
Facebook + Instagram:
100 daily x 14 = $1.4k
Snapchat: Free
$2000
Truck Rental
24 x 8 = 192
192 x $90 an hour =
$17280
Changi Airport,
Causeway Point, JEM,
Ngee Ann City, Raffles
Place (Exclude SG
Flyer)
Green Screen +
lighting
Screen (406cm by
350cm) + Projector
(1500 lumens)
Nikon camera
Camera: $649
$16.00 / Box
16 x 6 = $96
Acrylic Box
$77 x 2 = $154
Total cost:
Budget: $50, 000
$33,709
** Amount not
inclusive of confirmed
cost of venue space
rental.
7.0 Timeline
Activities
February March
Week
1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4
April
May
8.0 Evaluation
1. Online surveys (Qualitative)
- We would send out surveys on social media to gather feedback about our
event.
- Things we would ask:
- How did you get to know about the event
2015 RP/CEC/M333/AY2015-16S2 Page 14
5. Impressions (Quantitative)
Number of times our ads (both social and traditional) are exposed to
people.
6. Number of participation/number of people who wrote the card
(Quantitative)
More participation would mean more outreach. When theres a high
outreach, the success of the campaign increase.
7. Focus groups (Qualitative)
Interview a group of people about what they feel about the event successes, failures, what they feel could be improved.
8. Content Analysis (Qualitative)
Accuracy and Quality of content by media
9. Sentiment Analysis (Qualitative/Quantitative)
Comments made by public be it in feedback/online both positive and
negative
Words used by articles (positive/negative)
Appendices:
1. Sample pitch letters
Pitch to sponsors, location and media
Sponsors: Truck, Nikon, The Local People, SingPost, TellYourChildrenxZalora
Location: Airport, Singapore Flyer, (Main wrap-up event) - Causeway Point, Jem,
2015 RP/CEC/M333/AY2015-16S2 Page 15
**in all letters, include Brought to you by: Your Singapore Logo, Singapore
Invites Logo, Truckloads of Love logo
1. NIKON
Subject: Wrap-up campaign of Singapore Invites! Collaboration
Dear Management Team of Nikon,
I am Marhan Joshaki, a student from Republic Polytechnic working with Singapore
Tourism Board (STB) for their upcoming wrap-up event of Singapore Invites called
Truckloads of Love that will take place from Mid-March to Mid-May.
About Singapore Invites (SI):
We understand that your organization aims to refine human experiences through
photographs, giving platform for people to express the riches of human
experience. Similarly, SI aims to allow participants of the event to recall shared
memories of what they have experienced here with someone abroad.
A photo contest was launched to gather global photo submissions where
participants invite someone to Singapore from any part of the world they would
like to get in touch with and tell us a dream experience of what they would like to
share with their guest. It has garnered global participation and we had awarded
the top 25 participants free airfare and accommodation in Singapore. For more
information about us, you can visit www.stb.gov.sg
How we can collaborate:
Throughout this collaboration, we would give you publicity about your organization
in our posts and would put you as one of our main sponsors for the event. We
would also have your logo placed at the bottom of our advertising collaterals and
our roving truck which will move around 6 locations island wide in Singapore.
How you can contribute:
In exchange, it would be helpful if you could sponsor us 3 Nikon DSLR cameras that
could be used during our wrap-up event where participants can take photos for
their customised postcards.
I hope that this collaboration would benefit both our organizations. Do contact me so
that we could arrange a meeting and discuss this more elaborately.
Yours Sincerely,
Marhan Joshaki
+65 9876 1234
marhan_joshaki@gmail.com
2015 RP/CEC/M333/AY2015-16S2 Page 16
(MICRO-SITE)
POSTCARD LAYOUT
Front:
ROVING TRUCK
(EXTERIOR)
(INTERIOR)
Contributors Page
Item/Name of
student
In charge
Creatives
Name of
student
Margaux
Levy
Margaux
Levy
Name of
student
Name of
student
Name of
student
Name of
student
Hannah See
Jozua Zhang
Aishaidatina
Yanti
Aishaidatina
Yanti
Nurul
Syakila
Nurul
Syakila
Margaux
Levy
Margaux
Levy
Hannah See
Jozua Zhang
Aishaidatina
Yanti
Nurul
Syakila
Nurul
Syakila
Nurul
Syakila
Logistics
Designer
Research
Hannah See
Scribers
Pitchers
Jozua Zhang
Margaux
Levy
Hannah See
Jozua Zhang
Aishaidatina
Yanti