A public relations campaign to promote arts and culture in Singapore in collaboration with Nerf Creative.

This paper presents the promotional campaign for art and design collective “Float Like A Butterfly, Sting Like A Bee” (FLABSLAB), an initiative between four final year students from Nanyang Technological University Wee Kim Wee School of Communication and Information and advertising agency N...

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Bibliographic Details
Main Authors: Zhang, Yunxi., Tsen, Audrey Si Jia., Tee, Hui Sheng., Cheng, Xin Yi.
Other Authors: Yeoh Kok Cheow
Format: Final Year Project
Language:English
Published: 2012
Subjects:
Online Access:http://hdl.handle.net/10356/50343
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Institution: Nanyang Technological University
Language: English
Description
Summary:This paper presents the promotional campaign for art and design collective “Float Like A Butterfly, Sting Like A Bee” (FLABSLAB), an initiative between four final year students from Nanyang Technological University Wee Kim Wee School of Communication and Information and advertising agency Nerf Creative Pte Ltd, in Singapore. The campaign set out to raise awareness of the toy art culture scene through curated exhibitions amongst PMEBs in Singapore, aged 25 to 40. This report details holistic research on the topic which guided the campaign’s communication objectives, marketing strategies and tactics. It also includes a detailed evaluation of the team’s efforts and campaign’s effectiveness.