WHY GO TO DOBERAI ? TRAVELLING FACT- 80 % travelers want outstanding scenery- 41 % travelers want an authentic experiences- 58,5 million ( 38 % of all travelers ) say they would pay more to use a travel company that make efforts to protect the natural environmentSource : TIA – National Geographic Traveler – 2002 & 2006
RAJA AMPAT “WOW” FACTOR “The Richest Reefs in the world” David Doubilet – National Geographic “As stunningly beautiful above water as it is below, Raja Ampat (which literally translates as “The Four Kings”) has a startling diversity of habitats to explore“ www.diverajaampat.org“Underwater enthusiasts flockto this region because it offersthe world’s best marinesights”Wonderful Indonesia – IndonesiaOfficial Tourism Web Site.http://www.indonesia.travel/en/destination/248 “75 % of all known coral and till date 1426 species of different fishes” papua diving.com
WHAT DOES DOBERAI HAVE ? LOCATIONWORL CLASS DIVING SPECTACULAR VIEW SPOT DOBERAI RAJA AMPAT ECO RESORT ECO RESORT COST EFFECTIVE CONCEPT BUDGET THE PLACE
PROMOTION CONTENT ( ABOUT THE LOCATION )WORLD CLASS DIVING SPOT• What can be see or found if u diving at the area• Special diving spot around the area• The richness of the sea biodiversity and various sea species around the area• The specific sea species that can only be found around the areaSPECTACULAR VIEW• The landscape view around the resort area• The resort view• The Sunrise & Sunset view of the area• Bird Eye View of the location
PROMOTION CONTENT ABOUT THE ( ABOUT THE PLACE ) LOCATIONECO RESORT CONCEPT• Doberai Eco Resort Concept• Doberai Look & Design ( Inside & Outside )• Doberai services & hospitality amenities• Doberai Additional Services & FacilityCOST EFFECTIVE BUDGET• Doberai Package Rate• Doberai Normal Rate• Comparison To Other Resort Package Rate
PROMO TAG LINE :“ A WORLD CLASS DIVING SPOT AT YOURDOOR STEP ““ AT DOBERAI A WORLD CLASS DIVING SPOTIS ONLY A DOOR STEP AWAY “LOCATION THE PLACE
THE TARGET BY PURPOSED • Diving Community • Eco Traveler • Outdoor Activity Community • Honeymooners • Photographers BY DESTINATION • Local traveler • Foreign traveler BY DEMOGRAPHIC • Man & Woman • Age 20 - 50 • A Class • Diving or Outdoor Activity Enthusiast
THE STRATEGY“55 % Asians trust recommendation from friendsand family”Source : Ogilvy Presentation On Travel and Social Media - 2010A Resort its not a consumer product that need a masscampaign promo to sell. In our promo strategy, weemphasized on more “word of mouth” or WOM promobeside the “silent” promo., that will generate C2Cconversation to gain the recommendation. • SOCIAL MEDIA RECOMMENDATION • RADIO TALKSHOW • MEDIA LAUNCH & COMMUNITY • THE GATHERING • TRAVEL EXHIBITION PROMO • ADDITIONAL PROMO CONTENT ACTTIVITY WOM PROMO
THE STRATEGY PRIMARY ADDITIONAL PROMO PROMO INFOTAINTMENT : ATL ACTIVITY : - HONEYMOON PACKAGE - COMPANY WEB SITE FOR CELEBRITY TO GAIN (LINKED TO COVERAGE VAR.TRAVEL WEB - “JALAN-JALAN” SITE GROUP ) PACKAGE FOR 2 - RADIO TALK SHOW (CELEB. MAN & WOMAN) - PRINT MEDIA AD & ON LINE AD - SOCIAL MEDIA TV SHOW : - TRAVEL TV SHOW - ADVENTURE TV SHOW BTL ACTIVITY : - MEDIA LAUNCH & COMMUNITY GATHERING - TRAVEL EXHIBITION
PROMOTION STAGESPLANNING PRODUCTION LAUNCHING • BASIC • PRE • MEDIA CONCEPT PRODUCTION PLACEMENT • BUDGETING • PRODUCTION • MEDIA LAUNCH • APPROVAL • POST & COMMUNITY PRODUCTION GATHERING • APPROVAL • INFOTAINMENT MEDIA PROMO EVALUATION PERIOD PRIMARY & ADDITIONAL PROMOTION MEDIA PLACEMENT PROMO ACTIVITY EVALUATION ACTIVITY EVALUATION IMPROVEMENT
ABOVE THE LINE ACTIVITY THE LOGO THE RESORT PROFILE WEB SITE THE RESORT PROFILE SOCIAL MEDIA PRINT MEDIA AD & ON LINE AD VIDEO MATERIAL PROFILE
THE LOGOThe logo is a combination of below that composed andarrange to get the resort identity in a more simple form. Promo Color & Content Tone Look & Design Doberai Raja Ampat Eco Resort LogoPromo Content & Strategy : Look On Promo Content PageColor & Tone : Earth Tone Color Emphasized on Blue to getthe Sea feelingLook & Design : Natural Look to Emphasized The EcoConcept
THE RESORT PROFILE WEB SITEThe resort web site profile is not just an information andreservation tools for the customer but is part of thecommunication media to gain more insight about the resortwhole concept.It has to have simple featured menus and easy browsing“keyword” and “on top search” when search the place on theweb site.The resort web site then linked to various travel web sitegroup ( local & international ), Common Social Media( Facebook, Twitter, Google+ , You Tube ) and Travel SocialMedia ( TripSay. Tripwolf and Dopplr ), etc. Social Media Resort Web Site Group Travel Travel Social Web Site Media
THE RESORT PROFILE WEB SITEKey Menu HOMEShort brief information about the resort and promo packageof the resort- Book Now Menu- News :Latest news about the resort and the promo package resortSub Menu : About UsShort brief information about the company. BUNGALOW & ROOMInformation about the accommodation facility , the type ofthe room with its size and total. LOCATIONInformation about the resort location and how to get there. GALLERYAll photos about the resort room, facilities, services andother amenities.
THE RESORT PROFILE WEB SITE SERVICESInformation about the featured services of the resort,weddingpackage, resto, spa, etc RESERVATIONOnline reservation services with availability checking modeand linked to the various travel web site group web site.WEB SITE LINK REFERENCES:PEACE RESORT SAMUI THAILANDhttp://www.peaceresort.com/environment-en.htmlPAPUA DIVINGhttp://www.papua-diving.com/MISOOL ECO RESORT RAJA AMPAThttp://misoolecoresort.com/aboutMER.html
THE RESORT PROFILE SOCIAL MEDIA1. DAILY UPDATESa. Schedule daily update :- Morning Greetings- Afternoon Greetings- Night Greetingsb. Status Update content:- Travel influence/inspiration quotes- Sharing travels tips and tricks- Share link of travel video- Share “must-visit” place around Doberai Resort- Share “food-culinary” places around Doberai Resort- Share original photos of view in Doberai- Share testimonials from former Doberai Resort visitor.Member :Diving Community, Travel & Tourism Community, PhotographerCommunity, Travel Journalists, etc.Linked to : Doberai Web Site, Other Social Media Profile, etc.
THE RESORT PROFILE SOCIAL MEDIA2. CONTENTa. Information Content- Profile of Doberai (with “sparks” advertisement words )- All contact information- Travel package and price list- Website information (link)- Link to Twitterb. Engagement- Build engagement with fans by active in responding fans questions or statement in the fan page- Using friendly words and sentences every time doing the status updatec. QuizzesMake a routine quizzes and give an interesting prizes for thefansd. GamesBuild a games applications related to holiday, tourism orDoberai Raja Ampat itself3. ADVERTISEMENT ON FACEBOOKMake an advertisement of the fan page using facebookapplication
THE RESORT PROFILE SOCIAL MEDIATWIT CONTENTSa. Updates - Daily Updates - Promo and Merchant Updates - Photos of Doberai Resort and aroundb. Follow – Sharing Tweets - Follow account related to tourism - Follow account related to diving community - Follow Account related to travel community - Follow account of travel icons ( Trinity, Pepy, etc ) - Follow account of travel journalists - etc Easy name to remember, ex: @DoberaiRajaAmpatResort, @DoberaiRajaAmpat, etc. Linked to : Doberai Web Site Profile, Other Social Media (to keep updates together), etc.
THE RESORT PROFILE SOCIAL MEDIABUILDING FOLLOWER- Gain followers by doing quizzes, separately from facebook- Using “twitter followers building” ( for the first time )- Promote the Twitter to the popular one ( The Icon ), ask for RT to our user name so that their follower can follow Doberai Twitter Account- Good response on follower Tweet- Good life Quotes is the strongest thing that follow Morning all, the sun always shine at Doberai, let’s hit the beach Doberai punya paket komplit dgn harga yg ekonomis, kunjungi saja web site kami, tks RT @higit: kapan ya bisa ke Doberai?
PRINT MEDIA & ON LINE ADPRINT MEDIA AD DESIGN A good photo of the place will make a good profile for print media ad, it takes around 70 % of the print media lay out space. The 30 % lay out space is use for other information : - Resort Logo & Name - The Resort Information PRINT MEDIA AD - All Contact Information LOOK & FEEL - Rate & Package Information ONLINE MEDIA AD DESIGNPromotion Material :- Resort Logo & Name- Video Slide Show (video slide show can be vary )- Photos- All information about the place- Rate and package of the place- All Contact Information
PRINT MEDIA & ON LINE ADTARGETED PRINT MEDIA ( MAGZ ) :- The National Geographic- Harpers Bazaar- Esquire- TravelXpose- JalanJalan- Cosmopolitan- etcTARGETED ON LINE MEDIA :- Weddingku.com- TravelXpose- JalanJalan- Travel Addict- etc
PRINT MEDIA & ON LINE AD PRINT MEDIA AD REFERENCES
VIDEO MATERIAL PROFILERESORT TVCVideo Type : Testimonial DocumentaryDuration : 30” & 60”Main Character :Diving Icon ( Man & Woman )Supporting Character :Group of Diving Activist, The Travel Activist, Outdoor ActivistEnthusiast, Photographers, The Pre-Wed Couple, The MarineScientist & Ecologist, The Resort Representative.DIVING ICON :- Nadine Chandrawinata- Marcell Chandrawinata- Foreign Diver DIVING ICONNote :Each character on the TVC represent the targeted resortcustomer, their testimonial is important to gain the “word ofmouth” effect. This could generate recommendation needed forthe resort.
VIDEO MATERIAL PROFILERESORT SLIDE SHOW VIDEO PROFILEVideo Type : Photos Slide ShowDuration : about 30”Picture Material :- Surrounding Landscape Photos- The Resort Photos ( Inside & Outside View )- Underwater Biodiversity Photos- Interesting Place Around The Resort- etcONLINE MEDIA AD SLIDE SHOW ( WEDDINGKU.COM )Video Type : Photos Slide ShowDuration : about 30”Picture Material :- Pre – Wed Photo Shoot Activity- Wedding Photo Shoot Activity- Honey Moon Couple Photos- Landscape Photos of The Area- etcNote :the photos material may vary, depend on the online media maintargeted market
PROMO CONTENT LOOK AND FEELLOCATION VIEW SUNSET VIEW BUNGALOW VIEW SPECIAL HIGHLIGHT PIC : “MAN/WOMAN WITH SNORKEL JUMP IN TO THE WATER IN FRONT OF THE RESORT BUNGALOW”
BELOW THE LINE ACTIVITY MEDIA LAUNCH & COMMUNITY GATHERING RADIO TALKSHOW TRAVEL EXHIBITION
MEDIA LAUNCH & COMMUNITY GATHERINGThe resort launching for media & diving community to gaincoverage of the place on the expected media and targeted client,with unformal format to ease the boundaries between thespeaker and audience.PARTICIPANTS1. Moderator2. The Resort Representative ( Corp. Comm. Manager )3. Travel & Diving Icon (Travel & Diving Enthusiast Activist )INVITEE1. Magazine Travel Reporter2. On Line Media Reporter3. TV Life Style Chanell ( O Chanel & Jak TV )4. Diving CommunityPRESS KIT- Press Release- Resort Profile CD- Sounvenir ( Goodie Bag & Gimmick )DOORPRIZE- Trip to Doberai Raja Ampat Papua for 3 lucky reporter and diving communityPLACECafé, Resto, etc
MEDIA LAUNCH & COMMUNITY GATHERINGTRAVEL ICON1. Trinity : An Indonesian woman backpacker and travel book writer.2. Pepy Indonesian TV Show Host ( Pepy The Explorer )DIVING ICON- Nadine Chandrawinata : Artist, Former Miss Indonesia & Diving EnthusiastLIST OF POTENTIAL MEDIA INVITEE1. The Natonal Geographic Indonesia ( Magazine )2. Esquire ( Life Style Magazine )3. Cosmopolitan ( Life Style Magazine )4. Harpers Bazaar5. TravelXpose ( Magazine & On Line Media )6. JalanJalan ( Magazine & Online Media )7. Travel Addict ( On Line Media )8. Radio : Hard Rock FM, Cosmo FM, Gen FM9. TV Chanel : O Chanel, Jak TV & Trans TV10. etc
RADIO TALKSHOWTo maintain word to mouth publicity of the resort after itslaunching, and influence more people on different media. Themain content of the Talk Show is about the resort itself and thepromo package of the resort to gain the attention of the radiolistener.DURATION : 30 - 45 minPARTICIPANTS1. Radio Anchor2. The Resort Corporate Communication & Sales person3. Diving Community personTARGETED RADIO1. Hard Rock FM2. Cosmopolitan FM3. Gen FM4. etcTALKSHOW KIT- Resort Profile & Talkshow Guideline- Sounvenir ( Goodie Bag & Gimmick )
RADIO TALKSHOW RADIO PROFILE HARD ROCK FM JAKARTA 87,6 FMWEB LINK :http://www.hardrockfm.com/MAIN PROGRAME :Entertaintment &Life Style InformationLISTENER :- Age : 20 – 40- Man & Woman- Urban ProfesionalCOMMUNITY LISTENER :Da HardrockersHIGH RATED PROGRAME :- Good Morning Hard Rocker Show ( 6 am – 10 am )- Drive N Jive ( 4 pm – 8 pm )
RADIO TALKSHOW RADIO PROFILE COSMO FM 90,4 FMWEB SITE LINK :http://www.cosmopolitanfm.com/MAIN PROGRAME :Entertainment & Life StyleInformationLISTENER :- Mainly Woman- Age : 20 – 40- Urban ProfesionalCOMMUNITY LISTENER :CosmonerHIGH RATED PROGRAME :- Fun Fearless Female ( 10 am – 1 pm )- Happy Hour ( 4 pm – 9 pm )
TRAVEL EXHIBITION B2B INDIVIDUALDIRECT INTERACTIVE DOBERAI MORE CHANCE TO CONVERSATION RAJA MEET POTENTIAL WITH POTENTIAL AMPAT ECO VISITOR VISITOR RESORTLOCAL EXHIBITION :Jakarta ( Indonesia Travel Fair ) BaliOVERSEAS EXHIBITION :- Australia ( Australian Tourism Exchange 2012, Perth )- Singapore ( ITB 2012 )Indonesia Foreign Visitor Base on Their Native Country :1. Singapore : 1,373,1262. Malaysia : 1,277,4763. Australia : 771,792Source : Biro Pusat Statistik, Jumlah Kedatangan Wisatawan Mancanegara Menurut Negara Tempat Tinggal, 2010
TRAVEL EXHIBITION EXHIBITION PROFILE INDONESIAN TRAVEL & HOLIDAY FAIR ( OCTOBER 2012 )WEB SITE LINK :http://www.indonesiatravelfair.com/About ITHFITHF is the Best Indonesia Leading Exhibition based on holiday& travel activities, with the major objective to boost domesticand international tourism. ITHF is organizedby RajaMICE.com that focusing on MICE activities and incooperation with The Ministry of Culture and Tourism ofIndonesia, and over the last 3 years (6 times running) ITHF has atotal 250.000 visitors and IDR 150 Billion transactions. Our last6th ITHF 2010 event 31 March - 3 April key fast as follow:Total Attendance : 50.000 VisitorTotal Sales : Rp 50 Milyar (USD 50 Million)Total Air ticket Booking : 10.000 segmentTotal Companies : 230Total Booth : 153
TRAVEL EXHIBITION EXHIBITION PROFILE AUSTRALIAN TOURISM EXCHANGE ( PERTH, 17 JUNE – 21 JUNE 2012 )LINK :http://www.tradeevents.australia.com/teo3/eventModule/home.do?eventModuleId=27615What is ATE?ATE is a tourism trade show that brings Australian tourismbusinesses together with airlines, tourism wholesalers andretailers from around the world.ATE provides :a forum for Australian tourism Sellers to showcase theirproducts, meet with overseas contacts and negotiate deals;international travel Buyers an opportunity to experienceAustralia first-hand; andInternational Buyers are selected by Tourism Australia to ensurethe most influential people meet with Australian tourismbusinesses.ATE Attendee :Around 1,700 Australian Seller delegates from approximately600 companiesApproximately 700 key Buyer companies from over 40 countriesApproximately 40 international and 25 Australian media,reporting to millions of people worldwide.
STRATEGIC PARTNERSHIP ON COMMUNITYDefine the Community / Forum / Mail List / Social Media Group1. Profile2. Activity3. Member4. Web Site5. Board Member6. Form of Partnership7. Needs Strategic Approach MARKETING 1. Partnership on Activity & 2. Privilege Doberai Resort Member SALES TEAM 3. Other Complimentary or PrivilegeStrategic Goal1. Building Social Media Member2. Promotion ( Banner, Advertisement, etc )3. Recommendation
COMMUNITY PROFILE Kapal Selam Dive Club Jl. Raya Kerobokan 388x Banjar Semer, Kerobokan Kuta 80361 Email : email@example.com Web Site : http://www.kapalselam.org/ Facebook : http://www.facebook.com/kapalselambali Founder : Erwin Kodiat & Hengky Dotulong Profile : Diving Community Activity : Routine Activity & Dive Trip Member : Various Country, Age, Profession, Gender, A+, Mostly U/W Photographer. Partnership: Posible Partnership on Activity and Promotion on Web Site http://www.kapalselam.org/partnerships/Kapal Selam Dive Club is a non-profit SCUBA diver club based inBali, Indonesia. We dive Bali and Indonesia with members andguests, however, we do not offer daily dive trips, courses norequipment for rent. If you are a diver and would like to join one ofour dive trips please check our dive trip schedule. Otherwise, ifyou are planning to dive Indonesia orBali dive sites and you needunbiased information about dive conditions in the beautifulIndonesia archipelago, please inquire here about diving Bali formore information.
COMMUNITY PROFILE Trip Activity : http://www.kapalselam.org/dive_trips/ Trip Itinerary : http://www.kapalselam.org/dive_trip/raja_ampat_liveaboard_ 2011/ Trip Report : http://www.kapalselam.org/trip_reports/What We DoOur activities include surveys of under-explored Indonesian divesites, social scuba diving trips, and various charitable andeducational club activities. Here at Kapal Selam, we strive topresent information on the best Bali diving has to offer. Weprovide dive related articles, trip reports, and site reviews.Because we do not profit from what we write, we can guaranteethat our reports and reviews are completely honest and in no wayexaggerated. What you see is what you get. We aim to help thelocal community preserve the beauty of their underwatertreasure. To do this we work hard at developing relationships withthe local people and share information on how to treat the seaand its contents as a precious commodity. Our divers andaffiliated diving operations work hand-in-hand with locals toensure that the dive industry and eco-tourism in general benefitall parties. We also encourage our divers to practiceenvironmentally-friendly and safe dive practices. Diveinformation, tips and tricks are exchanged in our forum toeducate our divers about the
STRATEGIC PARTNERSHIP ON INDIVIDUAL ( INFLUENCER )Define the Individual1. Profile ( Diving Activist/Travel Activist/Journalist/Related Fields )2. Influencer3. Have Follower /Member4. Activity5. Form of Partnership6. Needs Strategic Approach MARKETING 1. Partnership on His/Her Activity & 2. Privilege Doberai Resort Member SALES TEAM 3. Other Complimentary or PrivilegeStrategic Goal1. Social Media Influencer Member2. Recommendation3. Viral Promotion
INDIVIDUAL PROFILE ERWIN KODIAT Diver, Under Water Photographer, Eco Diver Activist, Dive Community Web Site Founder. Nudi Pixel http://www.nudipixel.net/ Kapal Selam Dive Club http://forum.kapalselam.org/Facebook Profile :http://www.facebook.com/erwin.kodiat?sk=wallFacebook Photos Link :http://www.facebook.com/media/set/?set=a.10442903507.28998.678618507&type=3Erwin is a co-founder of Kapal Selam Dive Club, a Bali-baseddive club with members and participants from all over theworld. He is a scuba instructor and the founder of Nudi Pixel, animage-based nudibranch identification site. As an underwaterphotography enthusiast, he has won several national andinternational contests and his work has been published invarious media such as the Asian Diver magazine and ASEANCommemorative MagazineHe currently hold PADI Open Water SCUBA Instructor, EUIFAUnderwater Photography Instructor, and Reef Check Eco DiverTrainer in his belt.
TIMELINE TIMELINE TABLEPREPARATION & KICK OFF PROMOTION ACTIVITY
TIMELINE TABLE MEDIA LAUNCH & COMMUNITY GATHERINGPREPARATION PROMO ACTIVITY KICK OFF 3 MONTHS 9 MONTHS
PREPARATION & KICK OFF APPROVAL PRODUCTION a. Concept Approval a. Survey P Logo Design b. Strategic Partnership Print Material Design c. Material Development R Print Media Design Logo Development E On Line Media Design Print Material Development Web Site Print Media Development P Social Media On Line Media Ad Dev. A Media Placement Web Site Development Radio Talk Show Social Media Development R Travel Exhibition Media Placement Schedule A Photographer Radio Talk Show Prep. Video Travel Exhibition Prep. T b. Budget Approval On Location Production : Ic. Production Approval Photo Shoot & Video Shoot d. Post Production O e. Material Approval N f. Social Media Buzz g. Dive Trip MEDIA LAUNCH & COMMUNITY GATHERING KICK OFF Web Site Launch, Social Media Launch, Logo Launch, Video Preview Note : 1. Survey : 60 % Resort Infrastructure Finished 2. On Location Production : 80 % Resort Infrastructure Finished
PROMOTION ACTIVITY1st 2nd 3rd 4th 5th Month 6th 7th 8th 9thMonth Month Month Month Month Month Month MonthNat Geo Magz JalanJalan Esquire Harpers Cosmopolitan Weddingku PRINT MEDIA Bazaar ADNat Geo Magz or JalanJalan Magz Esquire Magz Harpers Cosmopolitan JOURNALISTNat Geo Web Bazaar Magz Magz REPORTSite Weddingku.com On Line Ad Web Site Cosmopolitan ON LINE Ipad App Ad MEDIA ADRadio Talk Show Media & Radio Talk Travel Exhb. Travel Exhb. BTL ACTIVITY(Hard Rock FM) Community Show Gathering 2 (Cosmopolitan FM)Building Building BuildingMember, Promo Member, Promo Member, Promo SOCIALEngagement Engagement Engagement MEDIAActivity Activity ActivityPackage Promo, Package Promo, Package Promo, WEB SITEDive Trip Dive Trip Dive TripTestimonial Testimonial Testimonial
PROMOTION ACTIVITY1st 2nd 3rd 4th 5th 6th 7th 8th 9thMonth Month Month Month Month Month Month Month MonthJalanJalan or Cosmopolitan Esquire/Harpers Report PRINT MEDIANat Geo Magz Bazaar Promo AD Activity 1Article on Nat Article on Article onGeo Magz /Web Cosmopolitan Esquire/Harpers JOURNALISTSite or Magz (tbc) Bazaar Magz REPORTJalanJalan Magz(tbc) On Line Ad Weddingku.com Cosmopolitan Web Site ON LINE Ipad App Ad MEDIA ADRadio Talk Show Radio Talk Show Media & Travel Exhb. Travel Exhb. BTL ACTIVITY(Hard Rock FM) (Cosmopolitan Community FM) Gathering 2Building Building BuildingMember, Promo Member, Promo Member, Promo SOCIALEngagement Engagement Engagement MEDIAActivity Activity ActivityPackage Promo, Package Promo, Package Promo,Dive Trip Dive Trip Dive Trip WEB SITETestimonial Testimonial Testimonial