kemilau mutiara pasifik - visit our indonesia campaign
Post on 15-Jan-2017
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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
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.
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,
Snorkeling
14%
Shopping 14%
Historical Sites 12%
Romance 11%
Nightlife 9%
Art 8%
Hiking 4%
Sport 4%
Traveling Activities Preference
Leisure 52%
Adventurous 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
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
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
PROBLEM STATEMENT
Lack of promotional communications and
optimization of Morotai’s tourism potency lead to
low awareness, interest, and trips to Morotai
Island.
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.
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.
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
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
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.
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.
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
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
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
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
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/2013/03/18/407/777533/promosi-gencar-pariwisata-indonesia-timur-kian-diminati
https://m.tempo.co/read/news/2014/03/26/090565623/wilayah-indonesia-timur-untuk-wisata-khusus
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
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