This document outlines a marketing campaign to promote 10 destinations in Indonesia. The campaign will consist of 3 integrated events: 1) A YouTube web series where influencers document a trip without cameras or phones, 2) An Instagram photo competition, and 3) An exhibition featuring a "Wonderful Race" game. The campaign aims to raise awareness of Indonesia's natural beauty and position it as a leisure destination, with a goal of influencing 4% of the target audience of young urban professionals to visit within 6 months. Key tactics include video content, hashtags, partnerships, and a press conference surrounding the exhibition event.

1. JOURNEY TO THE EAST
Sylviana Present
Your wonderful travel experience

2. You should really never travel
to Indonesia, because Once you are
here, you’ll fall in love, and won’t bear
to leave.
Trip canvas

3. Research and data (from The Global Travel Intentions Study)
Indonesia is the largest archipelagic country in the
world with over 17.000 islands and each certainly has it
wonderfulness
Unfortunately, Indonesian less appreciate it
Indonesian more likely to have travel abroad
33% travelled abroad increased, from the previous
years
85% had overseas trip at least in the last two
years
Whereas, the frequent overseas trip for each is
around 5 times in 2 years ahead. Whether travel or
business.

4. Research and Data
from Travel and Tourism Competitiveness Report 2015 — World Index
Indonesia Infrastructure is rank 130 from 144 countries
Due to that,
While waiting the infrastructure, we can persuade young people to
have wonderful journey to Indonesia.
Indonesia may not sophisticated like any other country, but Indonesia
archipelago worth visiting.
Let’s create an image branding, that Indonesia is land for leisure and
refresh by it nature.
Scientific research has discovered what many of us
intuitively know – what we really need is some time
away from the workplace, wherever in the world
we call home (Joe Robinson and Abbott’s Dr. Beth McQuiston )

5. Objective
To building awareness for 10 selected destinations of
Wonderful Indonesia, to post publication material by
1 October 2016, focusing on engagement with target
audience.
To influence at least 4% of primary target audience, to occur a trip to
those selected destinations, starting per December 2016.

6. Target audience
the Boston Consulting Group reports,
the millennial generation, defined as those between the ages of 16
and 34, is more interested than older generations in traveling
abroad as much as possible—by a 23-percentage-point margin.
primary
25-30
Urban
Young Professionals
Secondary
20-24
Urban
Student

7. Key Message
“Kementrian Pariwisata berkolaborasi dengan berbagai
pihak, untuk memberikan perjalanan yang mengupas sisi
indonesia yang mempesona dan tak ada duanya”
“10 destinasi wisata prioritas, sedang dipersiapkan agar
menjadi destinasi wisata kelas dunia”
“keindahan dari Tj Kelayang, Danau Toba, Tj Lesung,
Kepulauan seribu, Borobudur, Bromo, Mandalika, Pulau
Komodo, Morotai, dan Wakatobi akan diperluas
publikasinya seirama dengan kearifan lokalna ”
“Kawula muda akan menjadi saksi betapa indahnya
Indonesia dan bahwa sesungguhnya liburan adalah keluar
dari rutinitas, menikmati alam, sebagaimana mestinya
refreshing”

8. Journey to the
East
Integrated travelling service
Consist of trilogy events
Digital platform
1.0 would you travel without camera?
2.0 Instagram photo competition
3.0 wonderful race—exhibition

9. We will secretly record them during the 3d2n trip. In recording
we suggest to collaborate with Fujifilm/Canon* (legal document
that has signed by each Kols will be prepared before the trip)
This video will be edited and uploaded to indonesia,travel
YouTube channel, as a web series.
Invites 10 Kols from various background to join this challenge
Would you travel without camera &
smartphone ? (1.0.)

10. Instagram photo competition (2.0)
Wonderful race – exhibition (3.0)
As the peak of our event, together with our partner, we will create an ex-
hibition at Mall Kelapa Gading/Grand Indonesia*. In this event, we will
make a wonderful race (similar to Amazing race tv show) that consist 10
spots of our destination. So people can experience and know deeper of
our 10 destinations. This race is open for public.
Also in this event, we will open booth for our travel agents so they can
sell their package to those 10 destinations.
Organize instagram photography competition, where public upload
their picture about their city hecticity and why they need holiday as
refreshment. This competition is open for public, woman/man, all
ages with hastag #Journeytotheeast and #pesonaIndonesia
We will pick 3 winner, favorite winner will be pick from most likes ,
the rest are runner up 1 and 2 will be pick by Andrew Suryono

11. Strategic
➜ Drive traffic from visitors to our YouTube page
➜ Engage Target Audience
➜ Encourage a trip from Existing viewers

12. Digital existence
Run YouTube ads – web series targeted at TA in vloggers and youtubers page. Share
video blog posts to people
Make hastag #journeytotheeast & #wonderfulindonesia to create trending topics, to
boost curiosity and buzz
Create content around the nature, psychological and life needs of our TA
Initiate Trivia quiz, monitoring each comments and respond it
Run sponsored article in the evenings
Add URL to official medsoc bio as well as Kols
Media relations
Acquire Coverage in National Magazines, newspaper and local newspaper
Generate press kit: feature release, Fact sheets on 10 destinations, publicity photo
Held a press conference for the wonderful race – exhibition
Exposing the key message on any media activities (press conference and press kit)
Community relations
Approach traveller communities; outreach NGO that interest in travelling
Support local stay/restaurant, especially the signature one
Collaboration & Partnership
Collaborate with Fujifilm/Canon to record our Kols during their challenge
Make partnership with UNWTO to boost our publication
Dealing a partnership with travel agents to create trip package to those 10 destinations
Tactic

13. Measurement

14. October
Shooting with KOLs
Share the essay writing competition
Final dealing with any parties (NGO, travel agents,
Fujifilm Gogonesia)
2nd
week
Sounding the competition
Gather the secret video from Kols
3rd
week
Editing video
Countdown for closing competition
Run sponsored article
4th
week
Closing the competition
final editing for the video
Closing the competition
November
1st
week
Upload first video, Tj Kelayang and Danau Toba, Tj Lesung
Start the engagement with target audience
2nd
week
Upload Kepulauan Seribu, Borobudur, and
Preparing press kit for exhibition and
Final dealing with vendor for exhibition
Post 3 winners from the competition & liaising with them for prize
Press conference preparation
3rd
week
Upload Bromo and Mandalika
Post that essay as a material for Pesona Indonesia Website
Create flow down for exhibition, ensuring mc and performer
Initiate trivia quiz and post the winner
Finalization press kit for exhibition
4th
week
Upload Wakatobi and Morotai
General rehearsal for exhibition
Finalization for press kit
Press conference
December
1st
week
Press kit distribution
Exhibition for 4 days
Survey to gauge public interest levels and opinion during the event
2nd
& 3rd
week
Media handling and Communities monitoring
4th
week
Evaluation and Report to client

15. Estimated cost
IDR 752.450.000
Community engagement , media monitoring &
analysis, consultation fee, press kit distribution,
event management, government relations, Content
Creation and Amplification, research and evalua-
tion, liaising with other parties.

16. Thank you :)