We were required to develop a media relations campaign for one of the National Sports Associations (NSA), Archery Association of Singapore. The project brief given to us was to gain media coverage for the sport and its athletes in the lead up to the SEA Games, emphasise NSA’s role in the development of local talent and enhancement of the sport’s presence in Singapore, as well as to train athletes and management team in managing the media.

 

Target Audience: Secondary to tertiary students aged 15 - 25 years old

 

Why Archery?:

(i) Low media coverage of sport

(ii) Negative media coverage for association

(iii) Prominence of archers in pop culture

 

Problem Statement: AAS needs to boost media coverage by maintaining a positive relationship with media and providing them with news-worthy stories.

 

Campaign Goals:

(i) Boost interest in archery as a sport

(ii) Highlight the association’s presence in Singapore’s sports scene

 

Message Strategy: Archery is even cooler in real life than it is on screen

 

Media Strategy: Expand beyond sports sections and introduce archery into lifestyle news by leveraging on the archery trend in pop culture

 

Campaign timeframe: April 2015 - June 2015 (SEA Games)