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