JOURNEY TO THE EAST

Sylviana Present

Your wonderful travel experience

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

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.

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.

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

Secondary 25-30 Urban Student

Key Message

“Kementrian Pariwisata berkolaborasi dengan berbagai pihak, untuk memberikan perjalanan yang mengupas sisi

indonesia yang mempesona dan tak ada duanya”

Journey to the East

Integrated travelling service Consist of trilogy event Digital platform

1.0 would you travel without camera?

2.0 essay competition

3.0 wonderful race—exhibition

We will secretly record them during the 3d2n trip. In recording we suggest to collaborate with Fujifilm/Canon*

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? (1.0.)

Essay writing - competition (2.0)

Held essay writing ompetition with theme “Pesona Indonesia/Wonderful

Indonesia” especially exposing our 10 destinations for college student.

Written in bahasa Indonesia or English max 5000 words. Will be judge by

Seno Gumira Adjidarma/Eka Kurniawan*

3 best esaay will get free trip package to Mandalika.

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.

Strategic

➜ Drive traffic from visitors to our YouTube page

➜ Engage Target Audience

➜ Encourage a trip from Existing viewers

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 Online Banner Advertising on Google 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

Measurement

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

4th week Closing the competition final editing for the video Closing the competition Share teaser on ig/fb/twitter

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

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.

Thank you :)