Promotional Campaign for Singapore Flyer

Running head: PROMOTIONAL CAMPAIGN
Promotional campaign
Name of the student
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1PROMOTIONAL CAMPAIGN
Executive summary
The aim of this report is to discuss about the campaign plan for Singapore flyer in regaining their
market potentiality. This report discussed about the different elements of the campaign and how
they can be beneficial in achieving the objectives. Moreover, the implementation plan and
timeframe are also being discussed in this report along with the evaluation factors. It is
concluded that implementing the proposed plan stated in this report will help Singapore flyer in
regain their competitiveness in the global market.

2PROMOTIONAL CAMPAIGN
Table of Contents
Introduction......................................................................................................................................3
Determination of the internal factors...............................................................................................3
Identification of the goals................................................................................................................5
SMART objectives..........................................................................................................................5
Identification of the target audience................................................................................................6
Evaluation of the message...............................................................................................................6
Identification of the strategy............................................................................................................7
Identification of the tactics..............................................................................................................8
Identification of the evaluation process...........................................................................................9
Conclusion.....................................................................................................................................10
Reference.......................................................................................................................................11

3PROMOTIONAL CAMPAIGN
Introduction
Public image and awareness are the major factors for the contemporary entities in
maintaining their competitiveness. This is due to the reason that the current business scenario is
much more competitive and focusing on increasing the public awareness will ensure that they are
staying ahead in the competition. On the other hand, it should also be noted that emergence of
the negative word of mouth or publicity will take a toll in maintaining the competitiveness for
the entities (Borden 2014). One of such incidents happened with the Singapore flyer. It is
reported that suspension of the services of the giant wheel for number of times along with a few
minor technical snags are contributing generating negative publicity for them. This is further
affecting the potentiality of the giant wheel in attracting tourists.
Thus it is important for the Singapore flyer to review their promotional campaigns in
order to enhance the effectiveness and to create more awareness worldwide. In addition, the
promotional campaign of the Singapore flyer should also include the security concerns of the
tourists as there are number of security incidents happened. This report will discuss about
determining factors for the Singapore flyer along with the identifying the key objectives of the
proposed promotional campaign. In addition, the strategies and tactics for implementing the
promotional campaign will also be discussed in this report.
Determination of the internal factors
Strengths  One of the major strengths of Singapore flyer is their monopoly
presence in Asia. This is due to the fact that Singapore flyer is the only
giant wheel present in any Asian countries.
 Singapore flyer is popular among different countries across the world.