Imagine this scenario. You have just been hired by Chan Brothers* as a public relations specialist to review its brand positioning and offerings.
Chan Brothers is a well-established travel agency that had been operating in Singapore for more than fifty years. It is touted as one of the largest tour operators in Singapore and the region and has won numerous industry and consumer accolades over the years. You can read more about their corporate profile, products and services from their official website
Based on their corporate profile (https://storage.googleapis.com/prod-chan-brothers/2023-
05/Chan%20Brothers%20Travel%20Profile%20600Kb.pdf), they currently offer three brands under the Group: Chan Brothers Prestige; Chan Brothers MICE and Travel; Chan’s World Holidays, reflecting a diversity of products targeting specific segments of travellers.
Chan Brothers is now eyeing the growing Gen Z market and is in the process of developing new travel products to appeal to this segment. Aware that its image seems to be entrenched in mass-market, affordable tour packages catering to more mature travellers, the management tasks you to launch and publicise a fourth brand under the Group to target Gen Z travellers.
*While Chan Brothers is an actual company, the scenario depicted above is purely fictional and created solely for the purpose of this assignment.
a) One of the challenges you will face in appealing to Gen Z travellers will be to change current perceptions of Chan Brothers’ brand image. At the same time, you will also need to convince internal management that Gen Z travellers have distinct preferences and travel planning behaviours compared with other segments. This will in turn affect the design of your public relations message and campaign eventually.
To achieve these dual purposes, part of your publicity and communication plan involves demonstrating Chan Brothers’ domain expertise in Gen Z travellers’ preferences and planning process.
Develop an infographic comprising relevant consumer insights and data points for this purpose. The purpose of the infographic is for presentation to management as part of your launch campaign proposal (refer to TMA02) as well as to the public via Chan Brothers’ social media channels.
Note the following instructions:
i. The infographic should be embedded as a clearly visible and legible image on a single page of your A4-sized Word document.
ii. Students must use actual secondary research and data from credible and valid sources to compose the infographic. All sources must be included under References to be formatted according to APA guidelines, at the end of the entire assignment.
For the infographic to be relevant to the target market, students should try to source for and cite local insights and data wherever possible.
(50 marks)
b) Examine the rationale of the insights featured in the infographics and relate them to your launch campaign. Distinguish the campaign objective and target audience of your campaign using PR best practices. (50 marks)
TMA 02
Following the presentation of Gen Z travel preferences and planning behaviours, Chan Brothers’* management has greenlighted the launch campaign of the new brand targeting Gen Zs.
As competition heats up for this segment, the management is keen to expedite the launch. As various board members are travelling, you are tasked to present the launch campaign plan to the board of directors remotely.
In addition to presenting to the board of directors, you will also have to formulate the media strategy to brief your media agency.
*While Chan Brothers is an actual company, the scenario depicted above is purely fictional and created solely for the purpose of this assignment.
Prepare a “live” video presentation that incorporates the following:
a) Components of the launch campaign:
i. Research
ii. Campaign Objectives
iii. Identification of Target Audience iv. Campaign Strategy
v. Campaign Tactics
(50 marks)
b) Different media types in the media strategy:
i. Paid
ii. Earned iii. Shared iv. Owned
The presentation should include a short description of the overall media strategy and specify the channels/platforms to be used under each media type.
(40 marks)
c) Appendix: At the end of your presentation, prepare a set of references and citations used to support your launch campaign and media strategy. They must be formatted according to APA guidelines.
Answers to Above Questions
Answer 1: The development of an infographic comprising relevant consumer insights and data points for this purpose is performed as follows:
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