1.
VISIT OUR INDONESIA

2.
PROJECT BRIEF
Indonesia’s Tourism
Ministry named 10
prioritized destinations
Most Indonesians are
more interested in
traveling abroad than to
local destinations.
Should get Indonesians
interested in and
making trips to these
destinations.
Background Problem Objective

3.
FACT
FINDING
Bromo
Tengger
16%
Pulau
Morotai
1%
Borobudur
23%
Tanjung
Kelayang
0%Wakatobi
8%
Kepulauan
Seribu
7%
Pulau
Komodo
21%
Tanjung
Lesung
5%
Mandalika
0%
Danau Toba
19%
Views on www.indonesia.travel
Three destinations which have the lowest views on
“Pesona Indonesia” main website are:
1. Mandalika (NTB) – Middle Indonesia
2. Tanjung Kelayang (Bangka Belitung) – West
Indonesia
3. Pulau Morotai (Maluku Utara) – East
Indonesia
Bangka
Belitung
29%
Maluku
Utara
11%
Nusa
Tenggara
Barat
60%
Number of tourist in July 2015
according to Badan Pusat Statistik
Lowest number of tourist in July 2015
among province where lowest-views-
destination is located, is Maluku Utara
with 8.298 tourist.
(Bangka Belitung has 22,716 tourist,
and Nusa Tenggara Barat has 47,206)
Difference West Indonesia Middle Indonesia East Indonesia
Type of Articles Mostly Blog Mostly Blog News
Content Tourism Destination Info Tourism Destination Info High potential in tourism
& Imbalance in tourism
Difference in Desktop Research Findings
Conclusion — Pulau Morotai is the most in need of communication campaign among 10
prioritized destinations to increase people interest and trips.

4.
STRAW
POLL
37%
7%
7%
49%
Frequency of Traveling
Once every
sixth months
Once every
three months
Once every
two years
Once every
year
59%15%
15%
11%
Travel Destination Preference
Abroad
Middle
Indonesia
West
Indonesia
East
Indonesia
Food
Culture
24% Beach,
Diving,
Snorkelin
g
14%
Shopping
14%
Historical
Sites
12%
Romance
11%
Nightlife
9%
Art
8%
Hiking
4%
Sport
4%
Traveling Activities Preference
Leisure
52%
Adventur
ous
48%
Type of Traveling Preference
Not
74%
Aware
26%
Morotai Island's awareness
January
9% February
4%March
4%
April
7%
May
6%
June
7%
July
16%
August
7%
September
7%
October
8%
November
7%
December
18%
Travel Time Preference
Poll Title Poll Anwers
Mean of money spend on
travel
Rp 9,000,000 (Range Rp 1,000,000 – Rp 50,000,000)
What makes interest on
certain place
Have been shown in variety show, have been shared in social media, have something that
can be shared on social media, have been on travel journal, good food, adequate facilities,
cheap price, resorts, beautiful scenery, yet to be famous, unique events.
For details -
https://rb94.typeform.com/report
/sMAuWv/bKYC

5.
SITUATION ANALYSIS
• Astonishing Scenery; is well known as “mutiara di
bibir pasifik”
• Narutal resource still untouched and preserved
• Historical Sites
• Strategic Location
• Great Seafood
• Have a good digital visibility through website
and online media
• Yet to have direct transportation route
• Limited number of accomodation
• Accomodation quality is quite low
• Yet to have adequate facility and infrastructure
• Lack of promotional activities
• Low awareness
• Low views on website
• Low number of trips
• Government support
• On-going development in transportation, accomodation, and
infrastructure
• Increase trend and promotion in east Indonesia tourism
• There are more people that like to and taken interest in travel
than in past days.
• People tends to travel more frequent of based on straw poll
• Online media usage makes people to travel to new places.
• Beach and historical sites, which are highlight of Morotai
Island is scored high on travel activities preference poll
• Unstable Political Situation
• People tends to travel to the place with easy
access
• People tends to prefer travel abroad
• Less people travel to East Indonesia (based on
straw poll)
• Individual that swindles and take economic
advantage from tourist.
Strength Weakness
Opportunity Threat

6.
COMPETITOR MATRIX
Sipadan Island, Malaysia Guam, Micronesia
Ha-long Bay, Vietnam Pearl Harbour Historical Sites, Hawaii
Strength
• Regularly ranked amongst the top 5 dive sites
in the world.
• Outstanding dive site that has a great
barracuda shoal in a tornado-like formation all
year long.
Weakness
• Unfriendly locals
• Have negative sentiment with Indonesians
Strength
• One of World Seven Wonders with its
beautiful scenery and landscape
• Have adecuate facilities to face international
tourist
Weakness
• It has cloudy water and not diving material
• Not popular enough
Strength
• Popular as benchmark for tropical vacation
island.
• Has variety attraction from beach, historical sites,
and shopping.
Weakness
• Unstable natural condition such as current in
coastal area and flood
• Many pothole and disrepair road
Strength
• Famous historical sites
• On one of most beautiful and well-known
island in the world
Weakness
• Pricey
• Historical sites is overshadowed by another
attractions like its beach and culture

7.
PROBLEM STATEMENT
Lack of promotional communications and
optimization of Morotai’s tourism potency lead to
low awareness, interest, and trips to Morotai
Island.

8.
OBJECTIVE
SMART GOAL
Optimizing tourism potency and communication
program to increase the awareness, interest, and
trips to Morotai Island among Indonesians
1. Increase visibility in media (digital and conventional) about
Morotai Island by 70% within one year after campaign start.
2. Increase digital conversation mentioning Morotai Island by 60%
within one year after campaign start.
3. Increase the number of trips to Morotai Island by 50% within one
year after campaign start.

9.
TARGET AUDIENCE
PROFILE AUDIENCE
Domestic Tourist
Demographic
• SES A-B
• Male or Female
• 20 – 45 Years Old
Geographic
• Urban
• Sub-urban
Lifestyle
• Sociable
• Tech-driven
• Adventurous
• Dynamic
• Travel as lifestyle
Nikita Handayani, 23 Years Old,
Freelance-journalist with hobby in photography.
Right know she is on trips around Indonesia to
see the real things that happens in Indonesia
before starting to work for real.
Riki Silalahi, 32 Years Old,
Employee at a company in Jakarta with hobby to
travel. He often look for good travel destination with
internet and several times have take leave from work
to go travel.
Joseph Lesmana, 28 Years Old,
Scuba diver instuctor in Bali. As a veteran and expert in
diving, he likes to travel to famous diving sites to gain
experience and more story to share to his student.
Rini Yuniarti, 38 Years Old,
Mother of two children. She likes to plan a trip with her family
when holiday comes. Unlike most family, her’s like more
challenging and adventurous vacation.

10.
KEY MESSAGE
pesona morotai
Under the
Big Idea
of Pesona
Indonesia
Strengthening
Morotai’s
identity as
“Mutiara di Bibir
Pasifik”
Accentuate
the beauty
of “mutiara”
Acronym of
the grand
strategy
itself
Key Message
and Tagline use
Indonesian to
be relevant
with the target
audience

11.
KEMILAU
GRAND STRATEGY

12.
PHASE 1
KENALI
Optimize advantage of Earn Media
Kompas Daily
The Jakarta Post
Bisnis Indonesia Daily
Kontan Daily
Sindo Daily
Suara Pembaruan Daily
IndoPos
Investor Daily
Neraca Daily
Bloomberg Business Week
Tempo Daily
Suara Merdeka
SWA
Tempo Magazine
Bloomberg Business Week
Media List Detik.com
Kompas.com
Antara.co.id
CNNIndonesia
Okezone.com
Beritasatu.com
Metrotvnews.com
Mediaindonesia.com
Tribunnews.com
Republika!Online
Tempo.co
JPNN.com
Liputan6.com
Bisnis.co.id
Swa.co.id
Themarketeers.com
Mix.co.id
Conduct brief survey on Indonesians perception of Morotai Island and travel habits in
general using JakPat (www.jajakpendapat.net) to explore some story angles and strong
figures as pitching material to mass media and journalist
Figures
Hold media event and press release about campaign and event launch, also any MoU
and development plan in Morotai Island. For example MoU signing with Citilink,
Infrastructure construction cooperation between PT Jababeka and Taiwanese Investor in
Morotai, etc. The news value we can pitch is, government-related, cooperation between
big institutes, people lifestyle, etc.
Media Event and Press Release
Spread matte release, several days after press release is distributed, preferably towards
weekend. Matte release is spread to keep Morotai’s visibility in mass media, after press
release published period over. Topic of the matte release is adjusted with press release
story that has spread before it, for example if the press release is about MoU between
Indonesia’s Tourism Ministry and Citilink, we can tell about how convenient the flight to
Morotai with Citilink, etc.
Both Matte Release and Press Release should contain keyword like “pesona morotai”
“keindahan alam” and “tempat bersejarah” 5 to 10 times each publication to make
association.
Matte Release
Outcome
Public Awareness

13.
PHASE 2
MINATI
Create a bigger waves through Popular Media and KOL
Documentary Show Webstories
Expected Outcome: Public Interest
Collaborate with popular documentary shows to make trips to
Morotai Island. The trips may runs for several episodes and
accentuate Morotai Island’s beauty and charms. The show also
should give tips and explanation about how to travel to Morotai
Island.
The top of mind of the documentary show we should
collaborate with is “My Trip My Adventure” since it is in top 10
highest quality Indonesian TV Show according to survey by KPI.
With the screening of Morotai Island in TV show that
communicate the island attractiveness and tips to travel there,
it will moves people interest to take Morotai into consideration
for travel destination choice.
Webstories serves as storytelling tactics to drive people interest of Morotai Island.
It is also integrates with documentary show tactic, with use the hosts of “My Trip
My Adventure” to play the part as Key Opinion Leader.
Webstories content are webseries that will be post in youtube. Each episode will be
post every week. Each person will tell different topic about Morotai Island. For
example, Nadine Chandrawinata and David JS for the beach and life underwater,
Dion Wiyoko for the historical sites, and Bima Arya for the culinary. The trailer of
each episodes will be post on each KOL Social Media, especially Instagram.
Host of “My Trip My Adventure” is chosen as KOL because they are represent the
traveler and adventurer lifestyle. Since they have traveled to a lot of amazing place,
audience may think that the place they especially dedicated to make webseries is
outstanding among other beautiful place they have visited, thus, move people
interest towards Morotai Island. Another KOL options are “Jalan-Jalan Men!”,
webseries from malesbanget.com for the same reason or Melly Goeslaw for it
relevance, since her father, Melky Goeslaw is originated from Morotai.

14.
PHASE 3
LAWATI
Going Local!
Morotai Digital Training On-Ground Event: Kemilau Morotai
Online Campaign: #PesonaMorotai
Expected Outcome: Trips
Local resident is given a
training by Indonesia Ministry
of Tourism to optimize the uses
of internet. So local business
can show and advertise
themself, even to make
transaction online. Besides
contribute to Morotai’s digital
salience, it can help prospective
tourist to fulfill their need
while planning itinerary to
Morotai. Anything that helps
prospective tourist to travel to
Morotai easier, including this
program that move local into
digital, can help to increase
number of trips happens.
Kemilau Morotai is a week long treasure-hunting event which makes participant has to go around most famous
and favorite tourism spot in Morotai to collect “treasure” (pearl-like ornaments). Any clue regarding location
where the treasure are will be communicated through social media kemilaumorotaiofficial as part of integration
between on-ground event and online campaign. All the treasure collected have to be submit at the closing night
event, Beat by Beach Festival on Dodola Island. Person who collected most treasure will be rewarded. Beat by
beach Itself is a music festival that held on beach and there are seafood bazaar too. Beach, culinary (as shown in
straw poll) and music are some of things that people take interest in. Combining those things will bring amazing
experience to enjoy Morotai to it fullest and moves more people to make trips to Morotai.
Integrates with on-ground activities, this tactic have purpose to take what happened on ground in Morotai to
digital, so there are more people can see and learn about Morotai.
Sharing is caring. With have experiencing trips to Morotai and Kemilau Morotai Event first-handedly, we encourage
tourist to share their picture in Morotai with hashtag #PesonaMorotai, tag pesonaindonesiaofficial and
kemilaumorotaiofficial, then writes caption to dare 3 friends to enjoy Morotai too. Some picture that creative
enough will be regrammed, and it will compete to get most votes to get a rewards. #PesonaMorotai is use as main
keyword for place branding purpose. The sustainability of this online campaign is Search Engine Optimization of
Morotai, from key message “Pesona Morotai”, any media associations, webseries, local business on Morotai and
even documentation of Kemilau Morotai Event.

15.
MEASUREMENT
Number of media attendance in media event
Number of articles which publish in earn media
Tones of articles which publish in earn media
Kenali
Readership of the articles in earn media
Number of participant in digital training
Number of local business going online
Number of participant in Kemilau Morotai Event
Number of social media post about Morotai
Number of hashtag uses about Morotai
Tones of conversation about Morotai in social
media (Use Radian6 to measure)
Lawati
Number of trips to Morotai
Minati
Number of viewer in any webseries episodes
Viewership of documentary shows about Morotai
Tone of comments in any webseries episodes
Number of view in Morotai Island pages at
www.indonesia.travel

16.
TIMELINE
PROGRAM
IMPLEMENTATION
October November December
1 2 3 4 1 2 3 4 1 2 3 4
JakPat Survey
Media Event
Press & Matte Release
Documentary Show
Webstories Trailer & Video
Digital Training
Kemilau Morotai Event
Online Campaign
Evaluation

17.
YOUR INVESTMENT
Months Description Proposed Professional Fee
October 2016 1x Press Conference and media kit preparations
Rp 39,000,000
3x Press Release development and distribution
3x Matte Release development and distribution
3x Digital training sessions
Documentary show concept development
November 2016 1x Media gathering sessions
Rp 32,000,000
3x Press Release development and distribution
3x Matte Release development and distribution
Webseries development
December 2016 1x Press Conference and media kit preparations
Rp 39,000,000
3x Press Release development and distribution
3x Matte Release development and distribution
Event Preparations
1x Group interview with high official of Indonesia ministry of tourism
SUBTOTAL Rp 110,000,000
TOTAL Include VAT 10% Rp 121,000,000
Professional Fee

18.
YOUR INVESTMENT
Investment Quantity Unit Price Total
Jakpat Respondent’s Fee 1,000 Rp 5,000 Rp 5,000,000
Backdrop 3 Rp 600,000 Rp 1,800,000
Spanduk 5 Rp 300,000 Rp 1,500,000
X-Banner/ Umbul-umbul 14 Rp 100,000 Rp 1,400,000
Venue media event + lunch 3 Rp 60,000,000 Rp 180,000,000
Proposal to documentary show’s producer 2 Rp 100,000 Rp 200,000
Sponsoring documentary show production 1 Rp 100,000,000 Rp 100,000,000
Webseries development 4 Rp 60,000,000 Rp 240,000,000
KOL fee 4 Rp 30,000,000 Rp 120,000,000
Instructor Fee in digital training 4 Rp 6,000,000 Rp 24,000,000
Event and general affairs 1 Rp 200,000,000 Rp 200,000,000
Event Reward 1 Rp 50,000,000 Rp 50,000,000
Social Media Sharing Reward 5 Rp 1,000,000 Rp 5,000,000
SEO Cost 1 Rp 15,000,000 Rp 15,000,000
TOTAL Rp 781,900,000
Third Party Cost

19.
CREDITS
Picture Material Informations Material
www.tripvisto.com
www.jpnn.com
www.triptrus.com
sharkdivingindonesia.com
deckanizzation.blogspot.com
indonesiana.merahputih.com
www.bintangtour.co.id
www.turindo.co.id
keranjangkue.wordpress.com
www.panoramio.com - Photos by yadiyasin
aniesdwihening.blogspot.com
http://1.bp.blogspot.com/
moromadoto.com
https://id.wikipedia.org/wiki/Kabupaten_Pulau_Morotai
www.pulaumorotaikab.go.id/
http://travel.kompas.com/read/2016/01/27/224000527/In
ilah.Pulau.Morotai.Mutiara.di.Bibir.Pasifik.Indahnya.
http://www.indonesia.travel/sites/site/746/pulau-morotai
http://babel.bps.go.id/Brs/view/id/47
http://ntb.bps.go.id/Brs/view/id/179
http://malut.bps.go.id/Brs/view/id/134
http://nationalgeographic.co.id/berita/2013/08/morotai-
sepenggal-kisah-sunyi-di-tepi-pasifik
http://www.republika.co.id/berita/dpd-ri/berita-
dpd/15/10/13/nw5oex359-dpd-ri-akui-potensi-
pariwisata-indonesia-timur-sangat-tinggi
http://lifestyle.okezone.com/read/2013/03/18/407/77753
3/promosi-gencar-pariwisata-indonesia-timur-kian-
diminati
https://m.tempo.co/read/news/2014/03/26/090565623/wi
layah-indonesia-timur-untuk-wisata-khusus

20.
Reyandra Dio Boentoro, Student, young figure with tremendous vigor to achieve greatness
Reyandra has a lot leadership experience in many organizations. He handles his activities in
organizations, skill group, competitions, and balance it with satisfying academic performance.
In university, he is part of Academic Research and Development of I’M KOM UMN, and head of Student
Welfare of I’M KOM UMN. Recently he had lead Seminars by Anies Baswedan, CNN Goes to Campus
Event, and placed top 5 in Maverick The Recruit 2015.
“What we find exotic abroad may be what we
hunger for in vain at home.”
― Alain de Botton, The Art of Travel