National Youth Forum 2004 : an integrated marketing communication campaign.

National Youth Forum 2004 : an integrated marketing communication campaign.

When tasked to market National Youth Council’s flagship event, the National Youth Forum 2004 (NYF), the team focused on branding the inaugural forum as a platform on which youths could air their concerns and make changes happen. While the forum itself was only open to 60 selected youths aged 17-25,...

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Bibliographic Details
Main Authors: Heng, Caroline., Soh, Ee Shaun., Cheng, Tze Ying., Low, Sylvia.
Other Authors: Choi, Alfred Siu Kay
Format: Final Year Project
Published: 2008
Subjects:
DRNTU::Social sciences::Communication::Promotional communication::Integrated marketing communications
Online Access:http://hdl.handle.net/10356/1037
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Institution: Nanyang Technological University
Description
Summary:When tasked to market National Youth Council’s flagship event, the National Youth Forum 2004 (NYF), the team focused on branding the inaugural forum as a platform on which youths could air their concerns and make changes happen. While the forum itself was only open to 60 selected youths aged 17-25, the team was keen on introducing youths aged below 25 to the culture of open discussion and pro-active citizenship. This inspired the team’s meticulous tailoring of NYF’s public communications plan to engage this target audience.

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