Haryadi Wirawan from the University of Indonesia proposes a tourism campaign called AKamSi to promote 10 domestic destinations to local tourists. Only 1 in 3 local tourists currently visit domestic destinations. The campaign will create an app that provides local guidance on sights, food, and activities. It will also include games and rewards for users who share local experiences. The goals are to increase domestic tourism, local participation in tourism, and preserve local knowledge. The budget is 66.75 million Indonesian Rupiah for app development, training, promotion, and merchandise over 3 months. Evaluation will track social media engagement, the hashtag #SayaAnakKampoengSini, increasing tourist numbers, and local income.

1. Haryadi Wirawan
University of Indonesia
Tourism Campaign

2. Background
only one out of three
Local tourist made a visit to domestic
destination
Source :
Ministry of Tourism and Creative Economy Data
Center & Central Bureau of Statistics
Indonesia is ranked 1stin the world'€™s most
addicted Smartphone using population
(181 Minutes / day)
Source : Millward Brown AdReaction

3. Challenge
promote 10 domestic destination to local tourist

4. HOW do we
CHANGE the
cycle ?
Lack of information
Vacation
Looking for many
other domestic
destination
information
Traveling
Abroad

5. AKamSi Mobile Application

6. Campaign
Akamsi stands for Anak Kampoeng Sini
which means local people in urban slang
Message
“Domestic tourist with great experience of local knowledge
are at an advantage” – Haryadi Wirawan

7. Objectives
1. Increase domestic tourist visit
2. Increase local participation in tourism
3. Preserve and thrive the local knowledge
Scope
1. 10 Priority domestic tourism destination
2. Local people
3. Domestic tourist
Audience
1. Local people
2. Investors
3. Domestic tourist
Partnership
1. Local people
2. Accomodation
3. Local Government
4. Social media
5. Airlines
6. Travel agent
7. App developer
Tactics
1. AKamSI Mobile App
2. Games and reward
3. Be local for a day

8. An App filled with local guidance of delicacies,
sights, and how to enjoy the destination local way
AKamSi Mobile App

9. Games & Rewards
Who doesn’t love playing games?
In AKamSi, you can play as a local doing daily activites
such as hiking, crafting, cooking exotic food, etc....
The best part of it, you will get a reward just for doing it!
VOUCHER
Merchandise

10. Local for a day
After your first visit with AKamSI mobile app, you will
get a FREE t-shirt if you share your activities
as a local for a day on social media

11. Organization
Project
Manager
PR Leader
Treasury
Leader
General
Affair Leader
• Mobile App
• Social Media
• Local people
• Domestic Tourist
• Investment
• Finance
• Local Government
• Reward
• Supervisor

12. Timeline
Activities 1st Month 2nd Month 3rd Month
Proposal &
Administration
Partnership
App Development
Training
Promo
Merchandise
Production
Evaluation

13. Investment
Item Amount Unit Price
(Indonesian Rupiah)
Final Price
(Indonesian Rupiah)
Proposal 100 Piece 25.000,00 2.500.000,00
Mobile App 3 Month 750.000,00 2.250.000,00
Training 3 Week 3.000.000,00 9.000.000,00
Merchandise 500 Piece 50.000,00 25.000.000,00
Supervisor 10 Person 2.000.000,00 20.000.000,00
Promotion 2 4.000.000,00 8.000.000,00
66.750.000,00

14. Evaluation
Social
Media
Traffic
#SayaAnak
Kampoeng
Sini
Increasing
domestic
Tourist
Local
Income

15. THANK YOU

16. Credits
•www.shutterstock.com
•Hipster People
•Majestic Casual
•Central Bureau of Statistics
•Ministry of Tourism and Creative Economy Data Center
•Milward Brown
•Microsoft Office
•Adobe Photoshop