Prepared to fulfill immersion program in Prasetiya Mulya School of Business and Economics. In collaboration with students from William & Mary school of business, USA.

1. CELEBRATING UNITY THROUGH
DIVERSITY AND RECOGNITION OF
INDONESIA
F E A T U R E D P O S T
BACKGROUND WONDERFUL INDONESIA INTEGRATED MARCOMM
4T E A M F O U R
R E A D N O W

2. F E A T U R E D P O S T
BACKGROUND WONDERFUL INDONESIA INTEGRATED MARCOMM
4T E A M F O U R
R E A D N O W
CELEBRATING UNITY THROUGH
DIVERSITY AND RECOGNITION OF
INDONESIA

3. TODAY’S DISCUSSION
Background
- Data on Indonesian Tourism - Current State
- Background on Wonderful Indonesia
5 Islands, 5 Concepts
- Introduction of the concept
- Logo/Branding and story for each island
- Target Markets
Marketing Communication
- Communication Outreach
- Festivals as a pilot
- The App Plans and Social Media
Conclusion

4. WONDERFUL INDONESIABACKGROUND INTEGRATED MARCOMM
CURRENT STATE
dances food
INTRODUCTION :
INDONESIAN TOURISM

5. CURRENT STATE
dances food
island ethnics
> 3,000
unique dances
> 5,350
delicious food
> 13,466
beautiful islands
> 350
diverse ethics
> 483
languages & cultures

6. March 23,
2015
March 20,
2015
March 19,
2015
March 25, 2015
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31 Comments
Video
Permalink
WHAT DO WE SEE ?
READ MORE
WAYN is the largest online social travel network. Indonesia has much more than
just beauty to offer. A breathtaking archipelago, surrounded by water and land,
since the ancient time Indonesia has attracted . . ..

7. INTERNATIONAL VISITOR ARRIVAL 2015
BASED ON MARKET PRIORITIES
#VISITORS
201510,406,759
Source: Ministry of Tourism
#VISITORS
20149,435,411
OVERALL
PERFORMANCE
UP
10.3%

8. GOVERNMENT TARGET in 2019
MASTERPLAN
Source:
Indonesia tourism report Q1 2016 include 5-years forecasts to 2019 by BMI research
Minister of tourism presentation
PRIORITY SECTOR OF INDONESIA
D E V E L O P M E N T
Tourism policies
Free visa to 174 countries
Remove policy that forced budget airlines to
charge higher fares
Put more budget for marketing activation “Wonderful
Indonesia”
Government investment in transportation and
infrastructure to sustain growth
HOW?
Master
plan
MacroMicro
Making Indonesia as World Tourism
Destination
• Contribution to GDP
• Foreign Exchange
• Contribution to Employment
• Tourism Competitiveness Index (WEF)**)
• International Tourist Arrivals
• Domestic Tourist Trips
• 9 % (Rp. 946,09 billion)
• Rp. 120 billion
• 11 million
• #70
• 9 million
• 250 million
2014
• 15%
• Rp. 240 billion
• 13 million
• #30
• 20 million
• 275 million
2019

9. MARKETING PROGRAM
MASTERPLAN
Source:
Indonesia tourism report Q1 2016 include 5-years forecasts to 2019 by BMI research
Minister of tourism presentation
BRANDING
•(National Branding, Regional
•Branding, Local Branding)
ADVERTISING
•(By Customer, By Product, By Event)
SELLING
•(Travel Mart, Direct Sale, Festivals)

10. Current Branding:
Wonderful Indonesia – Explore Further
Brand Story:
Represent the promise of Indonesian tourism to the world, an assurance
that Indonesia is rich with wonderful human and wonderful natures which
inspire the heart and mind, while offering a new fun of experience for
visitors.
After the campaign was launched, Indonesia reported an increase of
foreign visitors; from 7,002,944 in 2010, to 7,649,731 in 2011; and 8,044,462
in 2012.

11. WONDERFUL INDONESIA
INTRODUCTION :
INDONESIAN TOURISM
BACKGROUND INTEGRATED MARCOMM
THE PROBLEM
SoniaValencia on Team
Rashi Sahai on STRENGTH
1. Indonesia is a diverse and complex country, but
people around the world have trouble
understanding that
2. The ministry of tourism wants to make different
areas of Indonesia as a priority, but people still
don’t have a good understanding

12. T E A M F O U R
The Solution
1. Create a branding strategy or narrative of each island that showcases its
unique identity and the attractiveness to target market
2. Leverage the uniqueness of 5 islands to celebrate unity through diversity
1 nation, 5 islands,
millions of stories

13. T E A M F O U R
1. TAT in Thailand enhanced their Amazing
Thailand campaign by creating new logos for
regions of Thailand
“Outstanding assets of each region including
the individual culture and way of life”
2. The “GREAT” program from Great Britain shed
light on different aspects of city/ country tourism
“Consumers’ perception that Britain has much to explore
outside the capital/main has consistently improved”
£2.5 billion in additional visitor spend
Other Countries have Taken Approach
to Highlight Diversity

14. T E A M F O U R
1. Promote Indonesia to make tourists want to explore Indonesia
further
2. Leverage diversity of 5 islands to celebrate unity & recognition
of Indonesia
3. Offer a specific target market with a more specific marketing
content to each countries
4. Achieve 2019’s goals for tourism (doubled from 2014) with
branding & promotions (marketing communication) initiation
5. Communicate Indonesia’s culture, nature and characteristics in
an easier way
Brand Management Plan’s Objective

15. 5 Islands Branding Logo
T E A M F O U R

16. O V E R V I E W A T T R A C T I O N
Sumatra: Get Near to Nature
B R A N D I D E N T I T Y

17. O V E R V I E W
Sumatra
An island of extraordinary beauty
that vibrates under the power of
nature with Barisan Mountain
Chain as its backbone

18. A T T R A C T I O N
Weh Island
Volcanic Island that was separated by volcanic
explosion

19. A T T R A C T I O N
Kampar River
“Bono Wave” – which allows
surfers to surf in the river

20. A T T R A C T I O N
Krui, Lampung
has Tanjung Setia Beach with 1 of the highest
wave in the world

21. A T T R A C T I O N
PHENOMENAL FOOD!!

22. Branding of Phenomenal Sumatra
Get Near to Nature
Toba
Surfing
Natural
phenomenon
Power of nature
Food
B R A N D I D E N T I T Y

23. Branding of Phenomenal Sumatra: Get Near
to Nature
Our concept of phenomenal Sumatra gets its name from the natural phenomenon that have created many
of the island’s stunning natural landscapes.
Sumatra’s personality is that of natural wonders
We want people to think of Sumatra and immediately picture volcanoes and beaches, waves and lakes and
big flowers and scenery

24. O V E R V I E W A T T R A C T I O N
Sulawesi: Experience the Mystic
B R A N D I D E N T I T Y

25. O V E R V I E W
Sulawesi
Meet the Toraja highlanders, with their elaborate funeral ceremonies in
which buffaloes are sacrificed and balok flows freely; the Minahasans in
the far north, who offer spicy dishes of everything from stewed forest rat
to grilled fish; and the Bugis, who are Indonesia’s most famous seafarers.

26. A T T R A C T I O N
Bunaken National Marine Park
Swim with other sea creatures in 20 dive spots
to choose from!

27. A T T R A C T I O N
Tana Toraja
Nobilities of Toraja are believed to be
descendants who came down by a
heavenly stairway

28. A T T R A C T I O N
Makassar
Gateway to East Indonesia with
many ruminants of its days a
trading post with China, India and
Cambodia

29. Branding of Alive Sulawesi
Experience the Mystic
Ecotourism
Alive
Seaworld
Funeral
Diving
Religion
Mystical
B R A N D I D E N T I T Y

30. Branding of Alive Sulawesi : Experience the
Mystic
When looking at Sulawesi’s preservations of culture, their historical cities, and the
beautiful wildlife the word that come to mind is Alive.
With the branding of Sulawesi, we hope to tell the story of an intriguing island with
stories of the pas and the present, teeming with life and culture that shows itself in
mystical forms.

31. O V E R V I E W A T T R A C T I O N
Java: Bigger Cultures
B R A N D I D E N T I T Y

32. O V E R V I E W
JAVA
The heart of the nation, Java is an island of megacities, mesmerizing
natural beauty, magical archaeological sites and profound traditions
in art, music and dance.

33. A T T R A C T I O N
Jakarta’s Old Town
The Old Dutch settlement includes Fatahillah
Square, Jakarta History Museum, Fine Art and
Ceramic Museum, Cafe Batavia

34. A T T R A C T I O N
Jakarta’s World Class
Malls and Nightlife

35. A T T R A C T I O N
Borobudur Temple
UNESCO World heritage site, world’s biggest
Buddhist temple built in the 9th century, re-
discovered in 19th century; restored in 20th century,
excellent example of Indonesia’s architecture during
8th-9th century

36. A T T R A C T I O N
Ramayana Ballet in
Pramban Temple
Traditional Javanese dance, Based on the Hindu story, a
visualization of the legend, represents local art and culture

37. Branding of Big Java
Big City, Bigger Culture
Javanese dances
Culture
Nightlife
Borobudur
Jakarta
B R A N D I D E N T I T Y
Great food
Malls
Old town

38. Branding of Java: Big City, Bigger Culture
The Idea of “Big City, Bigger Culture” taps into the traveller who is looking to experience all the amenities of a
big city and all the culture that makes Indonesia special
The Story of Java is an island filled with culture of various forms, whether that be beautiful temples and intricate
dances as well as big city accommodations like world class malls, and stunning roof top bars

39. O V E R V I E W A T T R A C T I O N
Papua: For the Strong &
Adventurous
B R A N D I D E N T I T Y

40. O V E R V I E W
PAPUA
This is a place where some people still
hunt their food with bows and arrows

41. A T T R A C T I O N
Baliem Valley
With Dani tribes

42. A T T R A C T I O N
Carstenz Peak or
Jayawijaya Peak
Come climb one of the highest peak in Indonesia and see
for yourself the enchanting eternal snow

43. A T T R A C T I O N
Raja Ampat: the
most visited place in
Papua

44. Branding of Papua
Unchartered & Unabashed
Untouched
Diving
Sea
Challenging
Asmat
Koteka
Wild
B R A N D I D E N T I T Y

45. Branding of Papua: Unchartered &
Unabashed
The Idea of Unchartered and Unbashed speaks to the rugged life that Papuans live and the strength of their culture
We want to market Papua as a place that:
“Isn’t your average vacation” | Takes a certain kind of adventurer| Someone who wants to see the indigineous
culture and be “off the grid” and remote

46. O V E R V I E W A T T R A C T I O N
Kalimantan: The Explorer’s Island
B R A N D I D E N T I T Y

47. O V E R V I E W
KALIMANTAN
Skewered by the equator and roasting
under a tropical sun, the steamy forests
of Kalimantan serve up endless
opportunities for epic rainforest
exploration

48. A T T R A C T I O N
Orang utan
conservation
Sekonyer river trip on klotok boat | Jungle cruise | Feeding
stations and wildlife sightseeing

49. A T T R A C T I O N
Bangkirai Hill and
Canopy Bridge
First in Indonesia, second in Asia, 8th in the world

50. Branding of Kalimantan
The Explorer Island
Conservation
Turtles
Wild
SpeciesOrangutan
B R A N D I D E N T I T Y
Eco-friendly
Jungle
Biodiversity

51. Branding of Wild Kalimantan: The Explorer’s
Island
We want to market Kalimantan as a place that:
is lush and full of greenery | Animals and species beyond your
wildest dreams | Conservation efforts and ecology | Wild and
ready to be explored

52. Millennials are a target market with
huge potential for our branding
Why do They Matter?
Huge growing market
Spending power
Things that are Important to Millennials
Peer Review
Diversity
Mobile
Experiences
Target Market
MILLENIALS
(People from 17-34 years of age)

53. JAVA
Target markets can be further broken
down as they fit the island’s
personality
City girls and guys, millennials who want to have a good
time at night, do lots of shopping and instagram the
culture too
SUMATERA
The adventurous millennial: loves nature and wants to
catch the biggest wave, and have a relaxing good time

54. SULAWESI
Target markets can be further broken
down as they fit the island’s
personality
These millennials want to be amazed and immersed in a
different culture they love stories and history and the
*something different factor*
KALIMANTAN
KThe animals lovers and wilderness enthusiasts alike, they
want to see places the are environmentally friendly too!

55. PAPUA
Target markets can be further broken
down as they fit the island’s
personality
These millennials are not looking for a resort vacation,
they are adventurous and not faint of heart they crave
the wildest and craziest experiences

56. Countries & Target Markets
ASIA
Shopping and Nightlife
China, Malaysia, and Singapore
India - New Interest (300K)
Culture and Religion
History
EUROPEAN UNION
For millennials, strong “gap year” culture
Adventure and exploration

57. WONDERFUL INDONESIABACKGROUND INTEGRATED MARCOMM
THE NEXT BIG QUESTION
How can we promote Indonesia
tourism especially the new 5 big
islands branding to the world, in a
more engaging and interesting way?
PART 3:
INTEGRATED MARKETING
COMMUNICATION

58. 5 Islands Branding Logo
T E A M F O U R

59. TEASER ENGAGEMENT AMPLIFICATION
You tube Commercial of the new 5 big
island
Online challenge: #explorefurther
Public Relation : Launching Program
KOL and media challenge and
promotion: #explorefurther (once in a
month)
Event Marketing: Cultural
Festival in 5 big islands
Wonderful Indonesia Mobile
Apps
Interactive tourism game: Wonderful
Indonesia, #explorefurther
#ExploreFurther

60. TEASER ENGAGEMENT AMPLIFICATION
#ExploreFurther
You Tube Commercial introducing 5 big islands
5 big wonderful island #explorefurther
Do you know Indonesia?
#ExploreFurther
Visit
www.wonderfulindonesia.com/explorefurth
er
And win the challenge!

61. TEASER ENGAGEMENT AMPLIFICATION
#Explorefurther page (Explanation About 5 Big Island)
#ExploreFurther

62. TEASER ENGAGEMENT AMPLIFICATION
Online challenge #explorefurther
What is the name of this cuisine?
a. Rendang
b. Padang
c. Gado-gado
Online challenge visualization
Nicholas.saputra
Join #explorefurther
challenge from wonderful
Indonesia!
Join #explorefurther challenge from wonderful
Indonesia!
KOL promotion
#ExploreFurther

63. TEASER ENGAGEMENT AMPLIFICATION
5 branding concept and apps launching event
#ExploreFurther

64. TEASER ENGAGEMENT AMPLIFICATION
Global competition amongst countries - #explorefurther
China vs India vs Singapore vs Australia
There will be some mission, and they are asked to request their country’s people to support them. For
example: like their photos, “play words”, video making, etc
Each of the winner will be partnered with one well known KOL (travel blogger, celebrities, etc) in this
competition
#ExploreFurther

65. TEASER ENGAGEMENT AMPLIFICATION
Challenge to KOL & media (invitation) to #ExploreFurther once a month for
difference countries
http://www.nomadicmatt.com/ http://expertvagabond
.com/about/
#ExploreFurther

66. TEASER ENGAGEMENT AMPLIFICATION
Festivals: Instrument to promote tourism
Guidelines and Concepts:
1. Attract tourists (domestic and foreign)
2. Experiential Marketing
3. Boost local economy
4. Diverse festivals on the islands
5. polish either existing festivals or launch new
ones
6. The timing of the festivals overlap with high
seasons
7. Preserve, introduce, and promote cultural
heritage
#ExploreFurther

67. TEASER ENGAGEMENT AMPLIFICATION
Why Leverage Festivals?
Product
(Tourism
Site)
Brand
Personality
Brand
Experience FESTIVAL
#ExploreFurther

68. TEASER ENGAGEMENT AMPLIFICATION
Festival – Java: Big City, Bigger Culture -Java Jazz Festival (#JJF)
Current (#JJF) Overview:
● World famous
● Time and duration: 3-day festival in
March
● Over 40 international and local
musicians
● Performance scheduled for every
day from late afternoon (4:00PM)
and onward into midnight
#ExploreFurther

69. TEASER ENGAGEMENT AMPLIFICATION
Festival – Java: Big City, Bigger Culture -Java Jazz Festival (#JJF)
New elements:
● Collaborate with the bars in Jakarta;
invite artists to perform
(#JavaJazzonRoofTopBar)
● Set up a stage in the Old Town
Jakarta during the day, and
encourage young artists to perform
Jazz (#JavaJazzinOldTown)
● Clash of the edgy Jazz music with the
elegance of Dutch colonial buildings
#ExploreFurther

70. TEASER ENGAGEMENT AMPLIFICATION
Festival – Java: Big City, Bigger Culture -Java Jazz Festival (#JJF)
Concept:
● Attracting tourist to both nightlife
venues ad the Old Town Jakarta
using Java Jazz Festival
Desired Outcome:
● Increased tourist numbers and
appreciation for the Old Town
#ExploreFurther

71. TEASER ENGAGEMENT AMPLIFICATION
Festival – Java: Big City, Bigger Culture --Java Jazz Festival (#JJF)
Potential reach:
City girls and guys (millennials)
Promotion:
● Share pictures on social media;
Instagram photo contest
#ExploreFurther

72. TEASER ENGAGEMENT AMPLIFICATION
Festival – Papua: Unchartered and Unabashed--Baliem Valley
Festival
Current festival overview:
Location: Baliem Valley, the “Shangri La”
Time and duration: August, 7 days
Participants : 3 tribes: Dani, Lani, Yali
Activities:
Traditional cooking, dancing and singing
Mock battle among tribes
Bow and arrow competitions
Women making traditional noken bags
#ExploreFurther

73. TEASER ENGAGEMENT AMPLIFICATION
Festival – Papua: Unchartered and Unabashed--Baliem Valley
Festival
New Elements: Participative tourism
Concept: a day in the life of a Dani/Lani/Yani
Potential Reach:
Millennials who are looking to break free of their
boundaries and to experience a wilder life
#ExploreFurther

74. TEASER ENGAGEMENT AMPLIFICATION
Festival – Phenomenal Sumatra: Beach Music and Surfing Festival
Location: Tanjung Setia Beach (high waves)
Time: July
Duration: 3 days
Rundown:
• Surfing competition
• Performance by musicians every night
Potential reach:
Outdoorsy, adventurous, love extreme sport
#ExploreFurther

75. TEASER ENGAGEMENT AMPLIFICATION
Festival – Sulawesi: Experience the Mystic -- ECLIPSE MUSIC FESTIVAL
The Eclipse Festival 2016 was the first event of its kind in Indonesia; Six
Shooter Records
RECEIVED POSITIVE FEEDBACK
CONTINUE COOPERATING WITH THEM NEXT YEAR:
Utilize existing sources: pleased shareholders and loyal festival fans
from
Injection of New Element in the next year -Branding: mystical and
alive: respect death and life, and carpe diem
• Costume
• Local ritual
• Traditional decoration
#ExploreFurther

76. TEASER ENGAGEMENT AMPLIFICATION
Festival – Sulawesi: Experience the Mystic : ECLIPSE MUSIC FESTIVAL
Concept: Respect death and life, and pass on the “carpe diem” spirit
Time: July
Location: south Sulawesi, near Tana Toraja
Traditional Costume: distribute at entrance
Potential reach: Adventurous Millennials
Activities:
• Trips to Tana Toraja during daytime to witness elaborate funeral ceremony
• Enjoy folk music and traditional dance
#ExploreFurther

77. TEASER ENGAGEMENT AMPLIFICATION
Festival – Kalimantan, The Explorer’s Island : Orienteering festival
Potential reach: Sports fans
Background:
nowadays, there are so many distractions from smartphones and
computers that it’s often hard for young people to be able to
enjoy the moment with their friends being
around.
Concept:
Experience nature like local and having fun with friends without
being disturbed by modern technology.
#ExploreFurther

78. TEASER ENGAGEMENT AMPLIFICATION
Festival – Kalimantan, The Explorer’s Island: Orienteering festival
Promotion:
Reach out to International Orienteering Federation to attract
more visitors
Activities:
• Orienteering Competition
• Night Safaris for the Competitors
• Jungle Hikes
#ExploreFurther

79. TEASER ENGAGEMENT AMPLIFICATION
Wonderful Indonesia Mobile Apps
For touristsTo gain information about tourism sites in
each island
- What to do (challenges) in each 5 big islands -
relate to each other
- Each islands’ stories (places, branding, etc)
- Make a community (Social media) for each
tourism to interact, to suggest, rate, save
memories and vote for their most favorite island
- Where to live (hotel/homestay/etc) - working
together with traveloka
- Re-engagement (notifications, discount, say hi!)
#ExploreFurther

80. TEASER ENGAGEMENT AMPLIFICATION
Wonderful Indonesia, #ExploreFurther social games
Create a game that enable
millennials to feel and experience
Indonesia through that game.
There will be one character in this
game, and he/she will explore
Indonesia and take a challenge
in every stage (place in
Indonesia)
#ExploreFurther

81. TEASER ENGAGEMENT AMPLIFICATION
Wonderful Indonesia, #ExploreFurther social games
#ExploreFurther

82. WONDERFUL INDONESIABACKGROUND INTEGRATED MARCOMM
THE CONCLUSION

83. Goals and Hopes
With this strategy we hope to
1. Shed Light: on this diverse and beautiful country to foreign
markets
2. Create Branding: that showcases this Diversity that can be
used for many projects to come
3. Excite and Entice: The Millennial Generation

84. INCLUSIVITY OF INDONESIA’S TOURISM
THROUGH BRAND MANAGEMENT
Leverage diversity of 5 islands to celebrate unity and recognition of Indonesia.
F E A T U R E D P O S T
BACKGROUND WONDERFUL INDONESIA INTEGRATED MARCOMM
4T E A M F O U R
R E A D N O W

85. Appendices

86. FOREIGN EXCHANGE 2015
TOWARDS VISITOR ARRIVAL
YEAR
INTERNATIONAL VISITORS
AVERAGE OF
SPENDING PER
PERSON (USD)
FOREIGN EXCHANGE
EARNINGS
Total
(million)
Growth
(%)
Per Visiting
Count
(billion
USD)
Growth
(%)
2011 7.6 9.24 1,118.26 8.6 12.5
2012 8.0 5.16 1,133.81 9.1 5.8
2013 8.8 9.42 1,142.24 10.1 10.9
2014 9.4 7.19 1,183.43 11.2 10.8
2015 10.4 10.29 1,208.79 12.6 11.6
Source: Statistics Bureau

87. Chinese Social Media
DATA & TREND
The volume of social sharing in China
went up by in 2012 alone
of Chinese netizens are interested in
products shared by friends on social
networking sites
estimated number of active social
media users in China597mil
43%
60%

88. Millennials & Festivals
Neilsen Study (2015)
Largest age group
average
repeats
30%
903miles
46%
Festivals and Millenials go hand in hand
More likely to use Snapchat
More likely to use Vine
More likely to use Tumblr
81%
69%
67%
Indonesia already has a thriving Festival Environment with many celebrations of Culture, Arts,
Sports and Entertainment