KAMPANYE PENINGKATAN PENGETAHUAN MAHASISWA UNIVERSITAS DIPONEGORO, UNIVERSITAS DIAN NUSWANTORO, DAN UNIVERSITAS KATOLIK SOEGIJAPRANATA TERHADAP BUS WISATA KOTA SEMARANG SEBAGAI ALTERNATIF STRESS RELIEF DALAM PERAN ACCOUNT EXECUTIVE, PRODUCER, ADMINISTRATION MANAGER, DAN PHOTOGRAPHER

Abstract

The low level of student awareness regarding the Semarang City Tour Bus served as the
background for implementing a communication campaign aimed at increasing understanding
of the service as an alternative form of stress relief, as a preliminary survey of 115 students
indicated that only approximately 20% were aware of its existence. This study analyzes the
implementation of a communication campaign that integrates Cyber Public Relations,
Advertising, Event and Experience, and collaboration with Key Opinion Leaders (KOL),
guided by the AISAS model (Attention, Interest, Search, Action, Share). In this project, the
author served as Account Executive, Producer, Administration Manager, and Photographer
during the period of December 2025 to March 2026. The results show that the integrated
communication strategy successfully increased students’ awareness and encouraged their
interest in utilizing the Semarang City Tour Bus as a recreational activity and an alternative
form of stress relief.