Question
The Singapore Tourism Board (STB) has unveiled a new global campaign in an effort to draw visitors back to the island state after two years of lockdown and amidst a slow economic recovery.
Themed “Made in Singapore”, the latest global campaign is to inspire travellers to choose Singapore as their next travel destination. The campaign will spotlight Singaporean experiences, from iconic attractions to hidden gems, and how ordinary moments are turned into extraordinary experiences.
Source: Dudekula, R. (2023, September 27). Singapore Tourism Board highlights the beauty of SG’s hidden gems in new campaign. https://www.marketing-interactive.com/singapore-tourism-board-highlights-the-
beauty-of-sgs-hidden-gems-in-new-campaign
a) Examine the STB “Made in Singapore” campaign and assess its marketing mix elements. Based on your assessment, provide suggestions to improve the campaign messages in view of the four P’s of the marketing mix.
Please refer to https://www.visitsingapore.com/en/ or the media release – https://www.stb.gov.sg/content/stb/en/media-centre/media-releases/Singapore-Tourism- Board-launches-Made-in-Singapore-global-campaign-to-inspire-travel-to-Singapore.html for more information about the campaign. In addition, you may consult other relevant news articles and websites to supplement your knowledge of the campaign.
The assessment report should contain no more than 1,500 words (excluding references). It will be graded in terms of content and quality of arguments, as well as the quality of scholarly writing, e.g. use of APA citation style, list of references, etc. All sources utilised for the report must be cited and referenced.
(60 marks)
b) Assume that you are part of the Singapore Tourism Board (STB) team handling the “Made In Singapore” campaign for 2024. You are tasked to evaluate the previous STB communications campaigns before designing the campaign message for 2024. To start, prepare a Strengths, Weakness, Opportunities and Threats (SWOT) analysis for the campaign.
The analysis should contain no more than 800 words (excluding references). This analysis will be graded in terms of content and quality of arguments, as well as the quality of scholarly writing, e.g. use of APA citation style, list of references, etc. All sources utilised for the analysis must be cited and referenced.
(20 marks)
c) Design the MADE IN SINGAPORE campaign message for 2024 based on Mattson and Lam’s (2016) five aspects of developing persuasive messages.
Your campaign message (one image with text copy) should be accompanied with a textual explanation and justification of the image. The justification for the proposed campaign
message design should contain no more than 500 words (excluding references). You will be graded not on the aesthetics of the campaign message image, but on how well you evaluate and justify your design.
(20 marks)
Answers to Above Questions on Communication Campaign Planning
Answer 1: The campaign known as STB Made in Singapore has the primary purpose of showcasing the unique experiences offered by Singapore tourism industry. The main aim of this campaign is to highlight important landmarks and hidden gems across the country. An analysis of the marketing mix of this campaign requires an assessment of strategy in relation to product, price, place and promotion as follows:
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