campaign proposal indonesia seru
TRANSCRIPT
indonesiaseru C a m p a i g n S t r a t e g y P r o p o s a l
Naufan Yuqa Satrio – Institut Teknologi Bandung
INDONESIA IS WORLD CLASS
TRAVEL & TOURISM
Indonesia have beaten other countries and wins 3 ASEANTA Awards 2016 in Cultural Preserva4on Effort, Travel Ar4cle, and Tourism Photo. Before that, Ubud, Indonesia has nominated as World’s Top 15 Des=na=ons featured in CNN Travel. With its large diversity culture and landscape, Indonesia s4ll has a big poten4al to explore. Tourism Ministry named 10 most poten4al sites that aHract domes4c tourism which is Toba Lake, Tanjung Kelayang, Kepulauan Seribu, Tanjung Lesung, Borobudur, Bromo tengger and many more
IRONICALLY Every 100 Indonesian youths there are 35 youths who prefer to travel abroad
Most thought that caused them to travel abroad rather than travel in domes4c based on polling ques4onnaire with 200+ respondents with demographic 18 to 30 years old is :
They are more interested in other country’s culture (38.4%)
Poorness in local site maintenance (35.5%) Lack of informa=on about domes=c tourism (23.3%) Besides, Indonesian youths have important role in developing Indonesia tourism both in present and future. With their capabili4es in skill, technology, and spirit, Indonesian youth has an enormous poten4al to develop domes4c tourism
Despite Indonesia’s Achievements,
In average Indonesian youths only know about 60% of poten:al local
tourism site -‐polling ques:onnaire
WHAT IF INDONESIAN
YOUTHS PARTICIPATE
Youths Advocate With their technology in social
media and as a community-‐based genera4on, youths will be trend seHer for domes4c tourism
Peoples Engagement As people ge^ng familiar with domes4c tourism led by youths advocacy, people will be more
engage with the beauty of Indonesia tourism
Tourist Increased Engagement encourage people to act
to visit domes4c tourism site
Income Increased Tourism could be the key source of
income in some tourism site. Tourism sites get developed alongside the
civilian become wealthy and prosperous
Culture Preserva4on As people aware and engage to how beau4ful Indonesia’s culture and
landscape are, people will preserve it as a na4onal pride
indonesiaseru INDONESIASERU is project that inspire people and engage them with local Tourism through youths movement. The
strategy of this project is divided into 3 major event, Pojok Indonesia, Kalau Saya Pergi ke, and Jalan-‐Jalan Seru
PROJECT OBJECTIVES . SCOPE . TARGET
OBJECTIVES 1. Engage other people
about local tourism 2. Incentivize youths to love
local tourism 3. Increasing tourist number
to local tourism site 4. Inspiring other tourism
campaign
SCOPE
This project will be held in 5 develop city in Indonesia
such as Medan, Palembang, Jakarta, Bandung, and
Surabaya. This project will be held for 2 months at
December to January 2016 which is the highest rate
tourism month.
TARGET
This project will be aimed for all youths (17-28 years old) with SES C1-B as they were
considered to be the highest proportion (55%) in
community, flexible, and ease to use technology as project
channel.
pojok indonesia Pojok Indonesia is aim to increase youths awareness and engagement to local tourism site by showing them how beau4ful Indonesia Tourism is. Using Virtual Reality technology, we want to make people feels how mesmerizing it is to travel in local tourism site. Virtual Reality Video is known to be the best
informa4on media which include video and interac4ve head movement plus sound. This project will be placed in some strategic target area such at the corner of the mall or park in Medan, Palembang, Jakarta, Bandung, and
Surabaya city. So, with Pojok Indonesia youths will have perspec=ve that INDONESIASERU (Indonesia is interes=ng)
This event is supported by celebrity endorsement using Vlog to inspire other people to try VR video. Based on research in Indonesia, celebrity has a big
influence (80%) to communicate a project or product with target market 20-‐30 years old consumer.
kalau saya pergi ke…
This project is aim to increase youths par4cipa4on in spreading the campaign. Using 15 second Instagram Video Challenge, youths are
challenged to make crea4ve video with a theme “Kalau Saya Pergi Ke… (If I were going to one of five tourism site, I would...)”. This part is trying to incen4vize youths to advocate the tourism site relevant to its brand, for example Borobudur brand is temple monument and etc. So with Kalau Saya Pergi Ke, youths will get a referral persuasion from their
friends to go traveling in Indonesia knowing that INDONESIASERU (Indonesia is Interes=ng)
Instagram, based on research is the most relevant social media to travel and tourism (53.3% respondent agreed). Beside, visual audio can communicate its content up to 70%, rather than visual only is 30% and sound only is 10%.
jalan jalan seru Jalan Jalan Seru is aim to actually send youths to take trip to Toba Lake, Tanjung Kelayang, Tanjung Lesung, Kepulauan Seribu, or Bromo. This trip is given free as a reward for the winner of Kalau Saya pergi Ke challenge. They wishes to have trip to local tourism site will be granted as a winner of a challenge each category. When they actually have a trip, we want them to share their post about how
interes4ng it is to travel in local tourism. So with Jalan Jalan Seru, youths will actually feel it right to the skin that INDONESIASERU (Indonesia is
Interes=ng)
PROJECT EVALUATION Pojok Indonesia
Stand a booth in public aHrac4on each
city (Medan, Palembang, Jakarta, Bandung, and Surabaya)
Booths held for a month in each city
with 10.000 visitors each city
3000 subscrip4on for microsite
Kalau Saya Pergi Ke
3000 par4cipants join this challenge
There were 10.000 total likes via Instagram for each tourism des4na4on
3000 subscrip4on for microsite
Jalan Jalan Seru
There were 3 winners each tourism des4na4on category and the winners
announced each week
Each winner get 2 4cket tours accommoda4on
300 likes via Instagram for winners
documenta4on video
PROJECT TIMELINE November December January
Proposal Development Video Agency Partnership Celeb Partnership Community Partnership Building VR Celeb Endorsement Pojok Indonesia Kalau Saya Pergi ke... Jalan Jalan Seru Project Evaluation
PROJECT BUDGET Price in Rupiah
Administra4ve Proposal 500,000 Partnership 2,300,000
Pojok Indonesia Video development (5 ci4es) 100,000,000 Booth Pojok Indonesia (5 ci4es) 50,000,000 Celeb Endorsement 100,000,000 Adver4sing Expenses (microsite, marke4ng, etc) 20,000,000
Kalau Saya Pergi Ke.. Microsite Development 5,000,000 Adver4sing Expenses 20,000,000
Jalan Jalan Seru Trip Expenses (30 persons) 135,000,000
Total 432,800,000
“Living without traveling is nothing better than walking with one eye shut”
- Anonymous