destination branding [indonesia]

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a destination branding case : Indonesia compares to Singapore and Malaysia  

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Page 1: Destination Branding [INDONESIA]
Page 2: Destination Branding [INDONESIA]

destination branding

Proses mengembangkan identitas

unik dan kebribadian yang

membedakan suatu tujuan dari

tujuan lain

Page 3: Destination Branding [INDONESIA]
Page 4: Destination Branding [INDONESIA]

who we are ?

Page 5: Destination Branding [INDONESIA]

pilihan bantuan Ask The

Audience

Replace

Friend

Phone a

friend

Page 6: Destination Branding [INDONESIA]

Sebutkan dan Jelaskan

6 motivasi Destination Branding!

Rp 54.500

Page 7: Destination Branding [INDONESIA]

Motivasi

Leisure

co : Singapore, Bali

Religious

co : Arab Saudi, Jerusalem

Business

co : Dubai , Hongkong

Page 8: Destination Branding [INDONESIA]

Motivasi

Health

co : Singapore, Malaysia

Education

co : Singapore, Perhotelan Swiss

Event

co : F1, konser-konser,

world cup,

olimpiade

Page 9: Destination Branding [INDONESIA]

education health business

Page 10: Destination Branding [INDONESIA]

Who are the users of

destination branding ?

Rp 109.250

Page 11: Destination Branding [INDONESIA]

destination branding user

Negara

Contoh : Amazing Thailand, Uniquely

Singapore

Provinsi

Contoh : Bali

Page 12: Destination Branding [INDONESIA]

Kota

Contoh : Sparkling Surabaya, Enjoy Jakarta

Lokasi

Contoh: Suramadu, Kya-Kya

destination branding user

Page 13: Destination Branding [INDONESIA]

Sebutkan dan jelaskan alasan menggunakan destination

branding ?

Rp 259.700

Page 14: Destination Branding [INDONESIA]

Kompetisi Contoh: Indonesia VS Malaysia

Page 15: Destination Branding [INDONESIA]

Tertarik Contoh: Objek wisata Bunaken

Page 16: Destination Branding [INDONESIA]

Diferensiasi Contoh: ”Singapore” dengan Orchad roadnya,

”China” dengan Tembok chinanya.

Page 17: Destination Branding [INDONESIA]

Reputasi co: “Singapore”,

negara yang aman dan tertib

Nilai yang didapat co: ”Bali” objek wisata yang indah

Page 18: Destination Branding [INDONESIA]

Mempererat hubungan dengan semua pihak.

contoh :

pemerintah dapat devisa

investor perusahaannya dikenal

travel agent dapat untung

turis puas akan pelayanan

Meningkatkan perekonomian contoh : buka lapangan kerja baru, PDB meningkat.

Page 19: Destination Branding [INDONESIA]

Rp 505.500

Tantangan apa yang dihadapi

saat menggunakan Destination

Branding?

Page 20: Destination Branding [INDONESIA]

Tantangan menggunakan Destination

Branding

1. Destinasi /

tujuan bicara banyak hal

contoh : di Indonesia ada Bali ( dan juga keamanan,

kesehatan, masyarakat sekitar )

2. Pengelola memiliki kontrol terbatas

contoh : Hard Rock Hotel Bali, sulit untuk kelola

keamanan untuk bom.

Page 21: Destination Branding [INDONESIA]

Tantangan menggunakan Destination

Branding

3. Adanya beda antara “pengarang” dan

“pengirim pesan” brand

contoh : pengarang Pemerintah

penyampai pesan Tour Guide

4. Kurangnya dana

untuk mendukung brand

contoh : brand jadi, infrastruktur belum siap, tidak

mampu membangun.

Page 22: Destination Branding [INDONESIA]

5. Peran politik mempengaruhi. contoh : Chaos di Thailand

Tantangan menggunakan Destination

Branding

Page 23: Destination Branding [INDONESIA]

askMENBUDPAR

mr.jero becik !

Page 24: Destination Branding [INDONESIA]

what do they do ?

• Uniquely Singapore

• 9/3/2004

• International Brand Consultant Future

Brand

• www.visitsingapore.com

• banyak event

• bukan pariwisata saja

Page 25: Destination Branding [INDONESIA]

do they do a lot ?

• campuran modern, culture, cuisine, arts and architecture.

• jembatan dunia barat dan timur

promise : selalu ada yang baru, momen tak

terlupakan, liburan di singapura menjadi tiada tara.

Page 26: Destination Branding [INDONESIA]

example from neighbours..

Malaysia Truly Asia,

2001

www.tourism.gov.my

Banyak event

Bukan pariwisata saja

Page 27: Destination Branding [INDONESIA]

they’re success…

• only one place where all the colours,

flavours, sounds and sights of Asia come

together.

promises : myriad experiences..

Page 28: Destination Branding [INDONESIA]

what do we do ?

Indonesia, just a smile way, 2001

Indonesia, the colour of life, 2003

Indonesia, endless beauty of diversity, 2003

Indonesia, the ultimate in diversity, 2004

www.my-indonesia.info

promise : there's always a place of interest for

everyone.

Page 29: Destination Branding [INDONESIA]

let’s compare them !

pembeda Singapore Malaysia Indonesia

Logo

Jingle ada ada Tidak ada

Teknologi

Informasi

Ya, best Ya, good Ya, worse

Kondisi Alam Ya, worse Ya, good Ya,best

Infrastruktur Ya, the best Ya, good Ya, worse

Worldwide

known tagline ya ya tidak

Page 30: Destination Branding [INDONESIA]

who’ll win this round ?

pembeda Singapore Malaysia Indonesia

Competitive

Advantage

Tourism, MICE,

Education,

medicine,

Digital Library,

Travel Agent

Info, Service

Star.

Tourism,

MICE,

medicine,

Real Estate,

Ecotourism,

Agrotourism

Tourism,

MICE

Dana

Promosi

USD 291.5

Juta

USD 140

Juta

USD 22

Juta

Travel & Tourism

Competitiveness 10 32 81

Page 31: Destination Branding [INDONESIA]

the greatest impact is…

Pembeda Singapore Malaysia Indonesia

Jumlah

Arrivals 2008

10.100.000 22.000.000 6.234.497

Pertumbuhan

Arrivals 3

tahun terakhir

2006 : 9%

2007 : 5,4 %

2008 : - 1,6%

2006 : 6,4 %

2007 : 19,8%

2008 : 5,3 %

2006 : - 2,6%

2007 : 13 %

2008 : 13,2%

puas ?

Page 32: Destination Branding [INDONESIA]

what shall we do ?

support Indonesia !

start from a litte thing !!

start from yourself !!

start from now !!

visit indonesia 2009

ultimate in diversity !

Page 33: Destination Branding [INDONESIA]
Page 34: Destination Branding [INDONESIA]

terima kasih