Brand management plan for Indonesia tourism

CELEBRATING UNITY THROUGH DIVERSITY AND RECOGNITION OF

INDONESIA

F E A T U R E D P O S T

BACKGROUND WONDERFUL INDONESIA INTEGRATED MARCOMM 4T E A M F O U R

R E A D N O W



R E A D N O W

CELEBRATING UNITY THROUGH DIVERSITY AND RECOGNITION OF

INDONESIA

TODAY’S DISCUSSION

Background - Data on Indonesian Tourism - Current State- Background on Wonderful Indonesia

5 Islands, 5 Concepts- Introduction of the concept - Logo/Branding and story for each island- Target Markets

Marketing Communication- Communication Outreach- Festivals as a pilot- The App Plans and Social Media

Conclusion

WONDERFUL INDONESIA

BACKGROUND INTEGRATED MARCOMM

CURRENT STATE

dances food

INTRODUCTION :INDONESIAN TOURISM

CURRENT STATE

dances food

island ethnics

> 3,000 unique dances

> 5,350delicious food

> 13,466beautiful islands

> 350diverse ethics

> 483languages &

cultures

March 23, 2015

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WAYN is the largest online social travel network. Indonesia has much more than just beauty to offer. A breathtaking archipelago, surrounded by water and land, since the ancient time Indonesia has attracted . . ..

INTERNATIONAL VISITOR ARRIVAL 2015BASED ON MARKET PRIORITIES

#VISITORS

201510,406,759

Source: Ministry of Tourism

#VISITORS

20149,435,411

OVERALL PERFORMANCE

UP

10.3%

GOVERNMENT TARGET in 2019MASTERPLAN

Source: Indonesia tourism report Q1 2016 include 5-years forecasts to 2019 by BMI researchMinister of tourism presentation

PRIORITY SECTOR OF INDONESIA DEVELOPMENT

Tourism policiesFree visa to 174 countriesRemove policy that forced budget airlines to charge higher fares

Put more budget for marketing activation “Wonderful Indonesia”

Government investment in transportation and infrastructure to sustain growth

HOW?

Mas

ter

pla

nM

acr

oM

icro

Making Indonesia as World Tourism Destination

• Contribution to GDP • Foreign Exchange• Contribution to Employment• Tourism Competitiveness Index

(WEF)**)

• International Tourist Arrivals • Domestic Tourist Trips

• 9 % (Rp. 946,09 billion)

• Rp. 120 billion• 11 million• #70• 9 million• 250 million

2014• 15% • Rp. 240 billion• 13 million

• #30• 20 million• 275 million

2019

MARKETING PROGRAMMASTERPLAN

Source: Indonesia tourism report Q1 2016 include 5-years forecasts to 2019 by BMI researchMinister of tourism presentation

BRANDING• (National Branding, Regional• Branding, Local Branding)

ADVERTISING

• (By Customer, By Product, By Event)

SELLING• (Travel Mart, Direct Sale, Festivals)

Current Branding: Wonderful Indonesia – Explore Further

Brand Story:Represent the promise of Indonesian tourism to the world, an assurance that Indonesia is rich with wonderful human and

wonderful natures which inspire the heart and mind, while offering a new fun of experience for visitors.

After the campaign was launched, Indonesia reported an increase of foreign visitors; from 7,002,944 in 2010, to 7,649,731 in 2011; and

8,044,462 in 2012.

WONDERFUL INDONESIA

INTRODUCTION :INDONESIAN TOURISM


THE PROBLEM

SoniaValencia on Team

Rashi Sahai on STRENGTH

1. Indonesia is a diverse and complex country, but people around the world have trouble understanding that

2. The ministry of tourism wants to make different areas of Indonesia as a priority, but people still don’t have a good understanding

T E A M F O U R

The Solution1. Create a branding strategy or narrative of each island that showcases its

unique identity and the attractiveness to target market

2. Leverage the uniqueness of 5 islands to celebrate unity through diversity

1 nation, 5 islands, millions of stories

T E A M F O U R

1. TAT in Thailand enhanced their Amazing Thailand campaign by creating new logos for regions of Thailand

“Outstanding assets of each region including the individual culture and way of life”

2. The “GREAT” program from Great Britain shed light on different aspects of city/ country tourism

“Consumers’ perception that Britain has much to explore outside the capital/main has consistently improved”

£2.5 billion in additional visitor spend

Other Countries have Taken Approach to Highlight Diversity

T E A M F O U R

1. Promote Indonesia to make tourists want to explore Indonesia further

2. Leverage diversity of 5 islands to celebrate unity & recognition of Indonesia

3. Offer a specific target market with a more specific marketing content to each countries

4. Achieve 2019’s goals for tourism (doubled from 2014) with branding & promotions (marketing communication) initiation

5. Communicate Indonesia’s culture, nature and characteristics in an easier way

Brand Management Plan’s Objective

5 Islands Branding Logo

T E A M F O U R

O V E R V I E W A T T R A C T I O N

Sumatra: Get Near to Nature

B R A N D I D E N T I T Y

O V E R V I E W

SumatraAn island of extraordinary

beauty that vibrates under the power of nature with Barisan

Mountain Chain as its backbone

A T T R A C T I O N

Weh IslandVolcanic Island that was

separated by volcanic explosion

A T T R A C T I O N

Kampar River“Bono Wave” – which allows surfers to surf in the river

A T T R A C T I O N

Krui, Lampunghas Tanjung Setia Beach

with 1 of the highest wave in the world

A T T R A C T I O N

PHENOMENAL FOOD!!

Branding of Phenomenal SumatraGet Near to Nature

Toba

Surfing

Natural phenomenon

Power of nature

Food


Branding of Phenomenal Sumatra: Get Near to Nature

Our concept of phenomenal Sumatra gets its name from the natural phenomenon that have created many of the island’s

stunning natural landscapes.Sumatra’s personality is that of natural wonders

We want people to think of Sumatra and immediately picture volcanoes and beaches, waves and lakes and big flowers

and scenery


Sulawesi: Experience the Mystic


O V E R V I E W

SulawesiMeet the Toraja highlanders, with their elaborate funeral ceremonies in which buffaloes are sacrificed and balok flows freely; the Minahasans in the far north, who offer spicy dishes of everything from stewed forest rat to grilled fish; and the Bugis, who are Indonesia’s most famous seafarers.

A T T R A C T I O N

Bunaken National Marine ParkSwim with other sea creatures in 20 dive spots to choose from!

A T T R A C T I O N

Tana TorajaNobilities of Toraja are believed to be descendants who came down by a heavenly stairway

A T T R A C T I O N

MakassarGateway to East Indonesia with

many ruminants of its days a trading post with China, India

and Cambodia

Branding of Alive SulawesiExperience the Mystic

Ecotourism

Alive

Seaworld

FuneralDiving

ReligionMystical


Branding of Alive Sulawesi : Experience the Mystic

When looking at Sulawesi’s preservations of culture, their historical cities, and the

beautiful wildlife the word that come to mind is Alive.

With the branding of Sulawesi, we hope to tell the story of an intriguing island with stories of the pas and the present, teeming with life and culture that shows itself in mystical forms.


Java: Bigger Cultures


O V E R V I E W

JAVAThe heart of the nation, Java is an island of megacities, mesmerizing natural beauty, magical archaeological sites and profound traditions in art, music and dance.

A T T R A C T I O N

Jakarta’s Old TownThe Old Dutch settlement includes Fatahillah Square, Jakarta History Museum, Fine Art and Ceramic Museum, Cafe Batavia

A T T R A C T I O N

Jakarta’s World Class Malls and Nightlife

A T T R A C T I O N

Borobudur Temple UNESCO World heritage site, world’s biggest Buddhist temple built in the 9th century, re-discovered in 19th century; restored in 20th century, excellent example of Indonesia’s architecture during 8th-9th century

A T T R A C T I O N

Ramayana Ballet in Pramban TempleTraditional Javanese dance, Based on the Hindu story, a visualization of the legend, represents local art and culture

Branding of Big JavaBig City, Bigger Culture

Javanese dances

Culture

Nightlife

Borobudur

Jakarta


Great food

MallsOld town

Branding of Java: Big City, Bigger Culture

The Idea of “Big City, Bigger Culture” taps into the traveller who is looking to experience all the amenities of a big city and all

the culture that makes Indonesia special

The Story of Java is an island filled with culture of various forms, whether that be beautiful temples and intricate dances as

well as big city accommodations like world class malls, and stunning roof top bars


Papua: For the Strong & Adventurous


O V E R V I E W

PAPUAThis is a place where some people still hunt their food with bows and arrows

A T T R A C T I O N

Baliem ValleyWith Dani tribes

A T T R A C T I O N

Carstenz Peak or Jayawijaya PeakCome climb one of the highest peak in Indonesia and see for yourself the enchanting eternal snow

A T T R A C T I O N

Raja Ampat: the most visited place in Papua

Branding of PapuaUnchartered & Unabashed

Untouched

Diving

Sea

ChallengingAsmat

Koteka

Wild


Branding of Papua: Unchartered & Unabashed

The Idea of Unchartered and Unbashed speaks to the rugged life that Papuans live and the strength of their culture

We want to market Papua as a place that:“Isn’t your average vacation” | Takes a certain kind of

adventurer | Someone who wants to see the indigineous culture and be “off the grid” and remote


Kalimantan: The Explorer’s Island


O V E R V I E W

KALIMANTANSkewered by the equator and roasting under a tropical sun, the steamy forests of Kalimantan serve up endless opportunities for epic rainforest exploration

A T T R A C T I O N

Orang utan conservation

Sekonyer river trip on klotok boat | Jungle cruise | Feeding stations and

wildlife sightseeing

A T T R A C T I O N

Bangkirai Hill and Canopy Bridge

First in Indonesia, second in Asia, 8th in the world

Branding of KalimantanThe Explorer Island

Conservation

Turtles

Wild

SpeciesOrangutan


Eco-friendly

Jungle

Biodiversity

Branding of Wild Kalimantan: The Explorer’s Island

We want to market Kalimantan as a place that:is lush and full of greenery | Animals and species beyond your wildest dreams | Conservation efforts and ecology | Wild and

ready to be explored

Millennials are a target market with huge potential for our

branding

Why do They Matter? Huge growing market

Spending power

Things that are Important to MillennialsPeer Review

Diversity Mobile

Experiences

Target MarketMILLENIALS

(People from 17-34 years of age)

JAVA

Target markets can be further broken down as they fit the

island’s personality

City girls and guys, millennials who want to have a good time at night, do lots of shopping and instagram the culture too

SUMATERAThe adventurous millennial: loves nature and wants to

catch the biggest wave, and have a relaxing good time

SULAWESI



These millennials want to be amazed and immersed in a different culture they love stories and history and the *something different factor*

KALIMANTAN KThe animals lovers and wilderness enthusiasts alike, they want to see places the are environmentally friendly too!

PAPUA



These millennials are not looking for a resort vacation, they are adventurous and not faint of heart they crave the wildest and craziest experiences

Countries & Target Markets

ASIAShopping and Nightlife

China, Malaysia, and Singapore India - New Interest (300K)

Culture and Religion History

EUROPEAN UNIONFor millennials, strong “gap year” culture

Adventure and exploration

WONDERFUL INDONESIA


THE NEXT BIG QUESTIONHow can we promote Indonesia

tourism especially the new 5 big islands branding to the

world, in a more engaging and interesting way?

PART 3:INTEGRATED MARKETING

COMMUNICATION

5 Islands Branding Logo

T E A M F O U R

TEASER ENGAGEMENT AMPLIFICATION

You tube Commercial of the new 5 big island

Online challenge: #explorefurther

Public Relation : Launching Program

KOL and media challenge and promotion: #explorefurther

(once in a month)

Event Marketing: Cultural Festival in 5 big islands

Wonderful Indonesia Mobile Apps

Interactive tourism game: Wonderful Indonesia,

#explorefurther

#ExploreFurther


#ExploreFurther

You Tube Commercial introducing 5 big islands

5 big wonderful island #explorefurther

Do you know Indonesia?

#ExploreFurtherVisit

www.wonderfulindonesia.com/explorefurther

And win the challenge!


#Explorefurther page (Explanation About 5 Big Island)

#ExploreFurther


Online challenge #explorefurther

What is the name of this cuisine?a. Rendangb. Padangc. Gado-gado

Online challenge visualization

Nicholas.saputra

Join #explorefurther challenge from wonderful Indonesia!

Join #explorefurther challenge from wonderful Indonesia!

KOL promotion

#ExploreFurther


5 branding concept and apps launching event

#ExploreFurther


Global competition amongst countries - #explorefurther

China vs India vs Singapore vs Australia

There will be some mission, and they are asked to request their country’s people to support them. For example: like their photos, “play words”, video making, etc

Each of the winner will be partnered with one well known KOL (travel blogger, celebrities, etc) in this competition

#ExploreFurther


Challenge to KOL & media (invitation) to #ExploreFurther once a month for difference countries

http://www.nomadicmatt.com/

http://expertvagabond.co

m/about/

#ExploreFurther


Festivals: Instrument to promote tourism

Guidelines and Concepts: 1. Attract tourists (domestic and foreign)2. Experiential Marketing3. Boost local economy4. Diverse festivals on the islands 5. polish either existing festivals or launch new

ones6. The timing of the festivals overlap with high

seasons 7. Preserve, introduce, and promote cultural

heritage

#ExploreFurther


Why Leverage Festivals?

Product (Tourism Site)

Brand Personality

Brand Experience FESTIV

AL

#ExploreFurther


Festival – Java: Big City, Bigger Culture -Java Jazz Festival (#JJF)

Current (#JJF) Overview:● World famous● Time and duration: 3-day festival

in March ● Over 40 international and local

musicians● Performance scheduled for every

day from late afternoon (4:00PM) and onward into midnight

#ExploreFurther



New elements: ● Collaborate with the bars in Jakarta;

invite artists to perform (#JavaJazzonRoofTopBar)

● Set up a stage in the Old Town Jakarta during the day, and encourage young artists to perform Jazz (#JavaJazzinOldTown)

● Clash of the edgy Jazz music with the elegance of Dutch colonial buildings

#ExploreFurther



Concept:● Attracting tourist to both nightlife

venues ad the Old Town Jakarta using Java Jazz Festival

Desired Outcome:● Increased tourist numbers and

appreciation for the Old Town

#ExploreFurther


Festival – Java: Big City, Bigger Culture --Java Jazz Festival (#JJF)

Potential reach:City girls and guys (millennials)

Promotion:● Share pictures on social media;

Instagram photo contest

#ExploreFurther


Festival – Papua: Unchartered and Unabashed--Baliem Valley Festival

Current festival overview: Location: Baliem Valley, the “Shangri La”

Time and duration: August, 7 days

Participants : 3 tribes: Dani, Lani, Yali

Activities:Traditional cooking, dancing and singing Mock battle among tribes Bow and arrow competitionsWomen making traditional noken bags

#ExploreFurther


Festival – Papua: Unchartered and Unabashed--Baliem Valley Festival

New Elements: Participative tourism

Concept: a day in the life of a Dani/Lani/Yani

Potential Reach: Millennials who are looking to break free of their boundaries and to experience a wilder life

#ExploreFurther


Festival – Phenomenal Sumatra: Beach Music and Surfing Festival

Location: Tanjung Setia Beach (high waves)

Time: July

Duration: 3 days

Rundown: • Surfing competition• Performance by musicians every night

Potential reach: Outdoorsy, adventurous, love extreme sport

#ExploreFurther


Festival – Sulawesi: Experience the Mystic -- ECLIPSE MUSIC FESTIVAL

The Eclipse Festival 2016 was the first event of its kind in Indonesia; Six Shooter Records

RECEIVED POSITIVE FEEDBACK

CONTINUE COOPERATING WITH THEM NEXT YEAR:Utilize existing sources: pleased shareholders and loyal festival fans from

Injection of New Element in the next year -Branding: mystical and alive: respect death and life, and carpe diem

• Costume• Local ritual• Traditional decoration

#ExploreFurther


Festival – Sulawesi: Experience the Mystic : ECLIPSE MUSIC FESTIVAL

Concept: Respect death and life, and pass on the “carpe diem” spiritTime: JulyLocation: south Sulawesi, near Tana TorajaTraditional Costume: distribute at entrancePotential reach: Adventurous Millennials

Activities:

• Trips to Tana Toraja during daytime to witness elaborate funeral ceremony• Enjoy folk music and traditional dance

#ExploreFurther


Festival – Kalimantan, The Explorer’s Island : Orienteering festival

Potential reach: Sports fans

Background: nowadays, there are so many distractions from smartphones and computers that it’s often hard for young people to be able to enjoy the moment with their friends beingaround.

Concept: Experience nature like local and having fun with friends

withoutbeing disturbed by modern technology.

#ExploreFurther


Festival – Kalimantan, The Explorer’s Island: Orienteering festival

Promotion:Reach out to International Orienteering Federation to attract more visitors

Activities: • Orienteering Competition• Night Safaris for the Competitors • Jungle Hikes

#ExploreFurther


Wonderful Indonesia Mobile Apps

For touristsTo gain information about tourism sites in each island- What to do (challenges) in each 5 big islands -

relate to each other- Each islands’ stories (places, branding, etc)- Make a community (Social media) for each

tourism to interact, to suggest, rate, save memories and vote for their most favorite island

- Where to live (hotel/homestay/etc) - working together with traveloka

- Re-engagement (notifications, discount, say hi!)

#ExploreFurther


Wonderful Indonesia, #ExploreFurther social games

Create a game that enable millennials to feel and experience Indonesia through that game. There will be one character in this game, and he/she will explore Indonesia and take a challenge in every stage (place in Indonesia)

#ExploreFurther


Wonderful Indonesia, #ExploreFurther social games

#ExploreFurther

WONDERFUL INDONESIA


THE CONCLUSION

Goals and Hopes

With this strategy we hope to 1. Shed Light: on this diverse and beautiful country to

foreign markets2. Create Branding: that showcases this Diversity that

can be used for many projects to come 3. Excite and Entice: The Millennial Generation

INCLUSIVITY OF INDONESIA’S TOURISM THROUGH BRAND

MANAGEMENTLeverage diversity of 5 islands to celebrate unity and recognition of Indonesia.



R E A D N O W

Appendices

FOREIGN EXCHANGE 2015TOWARDS VISITOR ARRIVAL

YEAR

INTERNATIONAL VISITORS

AVERAGE OF SPENDING

PER PERSON (USD)

FOREIGN EXCHANGE EARNINGS

Total(million)

Growth(%) Per Visiting

Count(billion USD)

Growth(%)

2011 7.6 9.24 1,118.26 8.6 12.52012 8.0 5.16 1,133.81 9.1 5.82013 8.8 9.42 1,142.24 10.1 10.92014 9.4 7.19 1,183.43 11.2 10.82015 10.4 10.29 1,208.79 12.6 11.6Source: Statistics Bureau

Chinese Social MediaDATA & TREND

The volume of social sharing in China went up by in 2012 alone

of Chinese netizens are interested in products shared by friends on social networking sites

estimated number of active social media users in China597mil

43%60%

Millennials & FestivalsNeilsen Study (2015)

Largest age group

average

repeats30%

903miles

46%Festivals and Millenials go hand in hand

More likely to use Snapchat

More likely to use Vine

More likely to use Tumblr81%69%67%

Indonesia already has a thriving Festival Environment with many celebrations of Culture, Arts, Sports and Entertainment

Brand management plan for Indonesia tourism

Data & Analytics

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