Kampanye Peningkatan Pengetahuan Mahasiswa Undip, Udinus, dan Unika terhadap Bus Wisata Kota Semarang sebagai Alternatif Stress Relief dalam Peran sebagai Creative/Copywriter, Finance Manager, Dan Video Editor

Abstract

Students are a group that is vulnerable to academic and social pressures, making recreational
activities important as a form of stress relief. One of the recreational alternatives available in
Semarang City is the Semarang City Tour Bus, which provides a free and educational city tour
service. However, preliminary research shows that the level of student awareness of this service is
still relatively low. Based on a survey of 115 students from Diponegoro University Pleburan, Dian
Nuswantoro University, and Soegijapranata Catholic University, only around 20% of respondents
were aware of the existence of the Semarang City Tour Bus. Therefore, this field project aims to
increase students’ knowledge of the Semarang City Tour Bus as an alternative form of stress relief
through the implementation of an integrated communication campaign. The campaign was carried
out from December 2025 to March 2026 using communication strategies that combine cyber public
relations, advertising, event and experiences, and collaboration with Key Opinion Leaders (KOL). In
this field project, the author took roles as Creative/Copywriter, Finance Manager, and Video Editor,
responsible for developing visual concepts, managing the campaign budget, and editing onboard
infotainment videos. The results show that the implemented communication strategies were able to
increase students’ knowledge and encourage their interest in utilizing the Semarang City Tour Bus as
a recreational facility and an alternative means of stress relief.