Revitalise* a moment in time : celebrating international women's day 2007

• Main Authors: Chen, Serene Meihua, Moey, Jia Li, Pang, Ching Yan
• Other Authors: Lee, Chun Wah
• Format: Final Year Project
• Published: 2008
• Subjects: DRNTU::Social sciences::Communication::Promotional communication::Integrated marketing communications
• Online Access: http://hdl.handle.net/10356/1161
• Institution: Nanyang Technological University

This report presents the team’s collaboration with Singapore Council of Women’s Organisations (SCWO) in a practical application of an Integrated Marketing Communications strategy to the celebrations of International Women’s Day 2007 (IWD 2007). The Revitalise* A Moment in Time campaign was conceptualised and executed to engage targeted publics under the theme of Traditions. The team’s efforts in public relations yielded a total Advertising Equivalent Value (AEV) of $231,773.71. This report includes an effort in formative research that directed the communications plans, strategies and execution, and concludes with an evaluation of the campaign’s effectiveness.