“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