KAMPANYE PENINGKATAN PENGETAHUAN MAHASISWA UNDIP, UDINUS, DAN UNIKA SOEGIJAPRANATA TERHADAP BUS WISATA KOTA SEMARANG SEBAGAI ALTERNATIF STRESS RELIEF DALAM PERSPEKTIF MEDIA PLANNER, LOGISTIK, DAN VIDEOGRAFER

Abstract

This study aims to analyze the effectiveness of the Bus Wisata Kota Semarang program
as an alternative stress relief for university students. The research focuses on strategies
employed by the media planner, logistics/production team, and videographer to enhance
student awareness and engagement. Data were collected through surveys, social media
analytics, and direct observation of events such as Roadshow to Campus, Car Free Day preevents,special holiday events, and the
Treasure Hunt main event.
Findings
 show that integrated offline

and online communication strategies, including collaboration with media partners,
Instagram Ads, and Key Opinion Leaders (KOLs), successfully increased student knowledge
and participation. Specifically, 84.2% of students answered mini-game questions correctly
during campus roadshows, while social media engagement grew with 28 content posts,
follower increase from 2,718 to 3,806, reach of 99,142, and an engagement rate rise from
4.41% to 5.89%. The results indicate that a structured, consistent, and multimedia-based
campaign can effectively promote the Bus Wisata Kota Semarang program, supporting
students’ stress relief while strengthening public awareness of local tourism.