Award: PEOPLE \ PT02. PR Communications Team

With the arrival of NTU’s new President, the NTU communications team, led by Dr Vivien Chiong, focused its integrated communications approach on using the new NTU Smart Campus brand positioning to build positive perceptions of the University. Facing a diverse target audience, the team embedded the NTU Smart Campus narrative into its integrated communication strategy harnessing earned, paid, owned and shared media. Virtual and augmented reality was used in a series of new communication initiatives that included the creation of a “smart magazine” that combines print seamlessly with augmented reality. Planning and executing the strategy entirely in-house, the team exceeded its communication targets with no increase in headcount or budget and also creatively found its way around constraints.