The unravel travel campaign

• Main Authors: Guo, Lucas Zhengxuan, Dali, Carolyn Luo Lin, Tan, Kor Woong, Chew, Kalyn Jia Hui
• Other Authors: Melina Chua
• Format: Final Year Project
• Language: English
• Published: 2015
• Subjects: DRNTU::Social sciences::Communication
• Online Access: http://hdl.handle.net/10356/63177
• Institution: Nanyang Technological University

This report presents the Unravel Travel campaign, a first ever student-led strategic communication campaign undertaken by four final year students from Wee Kim Wee School of Communications and Information at Nanyang Technological University, to inspire travel to cities that are lesser-known among young adults in Singapore. Targeted at young adults aged 18 to 28, Unravel Travel Campaign aims to deepen the understanding of travel by making a clear distinction between travel and holiday, traveller and tourist, generate awareness of cities lesser-known within Southeast Asia by providing tailored information on them and empower our target audience by sending them to selected cities as travel bloggers. Through these efforts, the team aims for the campaign to encourage target audience to set foot on cities less-travelled in the future. This report summarises the primary and secondary research that guided the campaign strategy and key message. It outlines the journey from conception to execution of the campaign, and concludes with analysis and evaluation of the campaign’s effectiveness based on impact and output objectives. Evaluation includes pre- and post-campaign surveys, metrics from online and on-ground promotion, and a thorough analysis of all media coverage. This report also highlights efforts to further develop and sustain the campaign. Appendices supplement the main text with media clippings, collateral design and detailed survey results.