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“INDOPEDIA”All You Need to Know about Indonesia Top
10 Heavens
By: Oktafia Rachmawati PutriPolitical Science – Universitas Bakrie
BACKGROUND
(Source: Kementerian Pariwisata Indonesia)
2/3 of it’s geographical territory consists of sea
And more than 10 tourisms sites on its land are acknowledged Heritage Sites by UNESCO
Tourism: 1 of 5 priority sectors for development in the “Kabinet
Kerja”
Government set 10 sites as its priorities to create the other 10
“New Bali”
Numbers of trips from domestic tourists
2013 2014 2015 2016244
246
248
250
252
254
256
258
260
262
*in million*Year 2013 and 2014 are the realization numbers, year 2015 – 2019 are taken from the “Rancangan Dokumen Rencana Strategis” (Renstra) Ministry of Tourism 2015 - 2019.
What government has done…
Promote Globally
Global Endorsers
Facilities Improvement
Tourism Workers Certifications
Increasing visits from domestic tourists
(Source: Ministry of Tourism Indonesia)
Abroad is Cheaper
Supportive Facilities
Massive Exposure
Prestige
“Interesting” Factor
But Indonesians still tend to choose traveling abroad, why….
------------------------
Government is on it’s way of progress
Targeting global tourists
Targeting domestic tourists
Some of the “10 new destinations” are expensive and worth for the wonderful views within.
----------------
Will be reached through exposures in targeting domestic tourists
Target audience:Young tourists
(17 – 40 yo)
“INDOPEDIA”All You Need to Know
about Indonesia Top 10 Heavens
STRATEGIES
The Advertisement
Travel Ambassadors
Quiz “Post to Travel”
STRATEGIES;Program 1: Advertisements
Why needed specially?- Good advertisements will be effective for
attracting people’s attention- Used to introduce the “Travel
Ambassadors” from the Ministry of Tourism
- Advertisements = to promote the “Post to Quiz” program and announce winners
AdvertisementsGraphic videos Youtube
Visual + article online media coverage
1 destination 1 ambassador
Tasks and obligations:Vlog/blog posts + social media posts
Rights:Round trip tickets, accommodation (3 days 2 nights)
Who are they?- Travel blogger
- Travel “social media celebs” (not only have numbers of followers)
but,- Have targeted followers/fans
- Traveling is their lives
Program 2:Travel Ambassadors
www.marischkaprudence.blogspot.com; 1,871,966 views292k followers
70.8k followers
4,000 views; 789 subscribers
4,592 followers
40.5k followers
4,872 followers
1,000 views; 87 subscribers
1,968 friends
5.277 followers
9,177 followers
48,000 views; 2,771 subscribers
3,354 followers
568k followers
73.4 followers
215 subscribers
--
159k followers
734k followers
--
420 fans
https://backpackstory.me/1,494,971 views
lostpacker.com1,871,966 views
amrazing.com781 followers --
www.cumilebay.com4,169,665 views2,472 followers
2,628 followers
175 views
--
48.3k followers
261k followers
--
2,461 fans
16.9k follower
19.6k followers
50k++views, 642 subscribers
5,421 fans
36.7k followers
12.3k followers
8,000views, 41 subscribers
12,599 fans
21.2k followers
6,571 followers
200 views
3,414 fans
-- www.pergidulu.com www.duaransel.com www.thetraveljunkie.org
Ariev Rahman Sutiknyo Alenxander Tian Nadine Chandrawinata
Cumi Lebay Hamish Daud Adam&Susan Dina&Ryan Bowie Holiday
Marischka Prudence
Blog & vlog competition:30 winners @10 per month
Tasks and obligations:Vlog/blog posts+other social media posts
Rights:Round trip tickets, accommodation (2
days 1 night)
Publications & Partners:Ministry of Tourism’s social media
accounts, student job id, rajanya event, icampus Indonesia, influencer marketing platforms: blogmint, goviral, sociabuzz
Competition publication
Choose 30 winners
Post program
obligations
Program 3:Quiz “Post to Travel”
Hire special advertisement team
Create advertisements:
Graphic videos & visual + article advertisement
Advertisements will be spread for the
other program publications
TACTICS;Program 1: The Advertisements
Program 2: Travel Ambassadors10
Ambassadors Chosen
Travel • 1 ambassador/couple ambassador per region
Post Program
Obligation
• 3 – 5 vlog videos/5 blog articles• 20 Instagram pictures• 10 path photos• Photo album in Facebook• Spread hashtags:
#wonderfulindonesia & #10newbali
Competition Publication
Paid advertisement in influencer marketing platform:
blogmint, goviral
Paid social media advertisement: Facebook,
Youtube
Paid advertisement in youth social platform: Rajanya Event,
Studentjob ID, iCampus Indonesia, youthmanual
Online media coverage: Detik.com, hipwee, etc
30 winners criteria:
Give links of socmed accounts to “Wonderful Indonesia” FB
Fanpage
Choose those who have posted travel experiences
Most liked and engaged posts in socmed
Post program obligations
Min 3 vlog videos/5 blog articles
20 Instagram pictures + FB photo album
10 path photos
Spread hashtag #wonderfulindonesia &
#newbali
Program 3: Travel Ambassadors
PARTNERSHIP & PUBLICATIONS• Media coverage & publication: Social media accounts of the Ministry of Tourism,
“Wonderful Indonesia” social media accounts, Onlie medias (Kompas, Detik, Hipwee)
• Partnership: student job id, rajanya event, icampus Indonesia, youthmanual, blogmint, goviral, sociabuzz
POST PROGRAM ENGAGEMENT MEASUREMENT
Program 1 Program 2
Retweets 100++ 300++
IG Likes 10,000++ 3,000++
IG Hashtag 1,100,000++ 1,100,000++
FB Impressions 100,000++ 100,000++
Vlog/blog views 5,000++ 15,000++
TIMELINE
BUDGET ESTIMATION
THANK YOU
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