indonesiaseruC a m p a i g n S t r a t e g y P r o p o s a l
Naufan Yuqa Satrio – Institut Teknologi Bandung

INDONESIA
IS WORLD CLASS
TRAVEL & TOURISM
Indonesia
have
beaten
other
countries
and
wins
3
ASEANTA
Awards
2016
in
Cultural
Preserva4on
Effort,
Travel
Ar4cle,
and
Tourism
Photo.
Before
that,
Ubud,
Indonesia
has
nominated
as
World’s
Top
15
Des=na=ons
featured
in
CNN
Travel.
With
its
large
diversity
culture
and
landscape,
Indonesia
s4ll
has
a
big
poten4al
to
explore.
Tourism
Ministry
named
10
most
poten4al
sites
that
aHract
domes4c
tourism
which
is
Toba
Lake,
Tanjung
Kelayang,
Kepulauan
Seribu,
Tanjung
Lesung,
Borobudur,
Bromo
tengger
and
many
more

IRONICALLYEvery
100
Indonesian
youths
there
are
35
youths
who
prefer
to
travel
abroad
Most
thought
that
caused
them
to
travel
abroad
rather
than
travel
in
domes4c
based
on
polling
ques4onnaire
with
200+
respondents
with
demographic
18
to
30
years
old
is
:
They
are
more
interested
in
other
country’s
culture
(38.4%)
Poorness
in
local
site
maintenance
(35.5%)
Lack
of
informa=on
about
domes=c
tourism
(23.3%)
Besides,
Indonesian
youths
have
important
role
in
developing
Indonesia
tourism
both
in
present
and
future.
With
their
capabili4es
in
skill,
technology,
and
spirit,
Indonesian
youth
has
an
enormous
poten4al
to
develop
domes4c
tourism
Despite
Indonesia’s
Achievements,
In
average
Indonesian
youths
only
know
about
60%
of
poten:al
local
tourism
site
-­‐polling
ques:onnaire

WHAT IF
INDONESIAN
YOUTHS
PARTICIPATE
Youths
Advocate
With
their
technology
in
social
media
and
as
a
community-­‐based
genera4on,
youths
will
be
trend
seHer
for
domes4c
tourism
Peoples
Engagement
As
people
ge^ng
familiar
with
domes4c
tourism
led
by
youths
advocacy,
people
will
be
more
engage
with
the
beauty
of
Indonesia
tourism
Tourist
Increased
Engagement
encourage
people
to
act
to
visit
domes4c
tourism
site
Income
Increased
Tourism
could
be
the
key
source
of
income
in
some
tourism
site.
Tourism
sites
get
developed
alongside
the
civilian
become
wealthy
and
prosperous
Culture
Preserva4on
As
people
aware
and
engage
to
how
beau4ful
Indonesia’s
culture
and
landscape
are,
people
will
preserve
it
as
a
na4onal
pride

indonesiaseruINDONESIASERU
is
project
that
inspire
people
and
engage
them
with
local
Tourism
through
youths
movement.
The
strategy
of
this
project
is
divided
into
3
major
event,
Pojok
Indonesia,
Kalau
Saya
Pergi
ke,
and
Jalan-­‐Jalan
Seru

PROJECTOBJECTIVES . SCOPE . TARGET
OBJECTIVES
1. Engage other people
about local tourism
2. Incentivize youths to love
local tourism
3. Increasing tourist number
to local tourism site
4. Inspiring other tourism
campaign
SCOPE
This project will be held in 5
develop city in Indonesia
such as Medan, Palembang,
Jakarta, Bandung, and
Surabaya. This project will be
held for 2 months at
December to January 2016
which is the highest rate
tourism month.
TARGET
This project will be aimed for
all youths (17-28 years old)
with SES C1-B as they were
considered to be the highest
proportion (55%) in
community, flexible, and ease
to use technology as project
channel.

pojok indonesia
Pojok
Indonesia
is
aim
to
increase
youths
awareness
and
engagement
to
local
tourism
site
by
showing
them
how
beau4ful
Indonesia
Tourism
is.
Using
Virtual
Reality
technology,
we
want
to
make
people
feels
how
mesmerizing
it
is
to
travel
in
local
tourism
site.
Virtual
Reality
Video
is
known
to
be
the
best
informa4on
media
which
include
video
and
interac4ve
head
movement
plus
sound.
This
project
will
be
placed
in
some
strategic
target
area
such
at
the
corner
of
the
mall
or
park
in
Medan,
Palembang,
Jakarta,
Bandung,
and
Surabaya
city.
So,
with
Pojok
Indonesia
youths
will
have
perspec=ve
that
INDONESIASERU
(Indonesia
is
interes=ng)
This
event
is
supported
by
celebrity
endorsement
using
Vlog
to
inspire
other
people
to
try
VR
video.
Based
on
research
in
Indonesia,
celebrity
has
a
big
influence
(80%)
to
communicate
a
project
or
product
with
target
market
20-­‐30
years
old
consumer.

kalau saya
pergi ke…
This
project
is
aim
to
increase
youths
par4cipa4on
in
spreading
the
campaign.
Using
15
second
Instagram
Video
Challenge,
youths
are
challenged
to
make
crea4ve
video
with
a
theme
“Kalau
Saya
Pergi
Ke…
(If
I
were
going
to
one
of
five
tourism
site,
I
would...)”.
This
part
is
trying
to
incen4vize
youths
to
advocate
the
tourism
site
relevant
to
its
brand,
for
example
Borobudur
brand
is
temple
monument
and
etc.
So
with
Kalau
Saya
Pergi
Ke,
youths
will
get
a
referral
persuasion
from
their
friends
to
go
traveling
in
Indonesia
knowing
that
INDONESIASERU
(Indonesia
is
Interes=ng)
Instagram,
based
on
research
is
the
most
relevant
social
media
to
travel
and
tourism
(53.3%
respondent
agreed).
Beside,
visual
audio
can
communicate
its
content
up
to
70%,
rather
than
visual
only
is
30%
and
sound
only
is
10%.

jalan jalan seru
Jalan
Jalan
Seru
is
aim
to
actually
send
youths
to
take
trip
to
Toba
Lake,
Tanjung
Kelayang,
Tanjung
Lesung,
Kepulauan
Seribu,
or
Bromo.
This
trip
is
given
free
as
a
reward
for
the
winner
of
Kalau
Saya
pergi
Ke
challenge.
They
wishes
to
have
trip
to
local
tourism
site
will
be
granted
as
a
winner
of
a
challenge
each
category.
When
they
actually
have
a
trip,
we
want
them
to
share
their
post
about
how
interes4ng
it
is
to
travel
in
local
tourism.
So
with
Jalan
Jalan
Seru,
youths
will
actually
feel
it
right
to
the
skin
that
INDONESIASERU
(Indonesia
is
Interes=ng)

PROJECT EVALUATION
Pojok
Indonesia
Stand
a
booth
in
public
aHrac4on
each
city
(Medan,
Palembang,
Jakarta,
Bandung,
and
Surabaya)
Booths
held
for
a
month
in
each
city
with
10.000
visitors
each
city
3000
subscrip4on
for
microsite
Kalau
Saya
Pergi
Ke
3000
par4cipants
join
this
challenge
There
were
10.000
total
likes
via
Instagram
for
each
tourism
des4na4on
3000
subscrip4on
for
microsite
Jalan
Jalan
Seru
There
were
3
winners
each
tourism
des4na4on
category
and
the
winners
announced
each
week
Each
winner
get
2
4cket
tours
accommoda4on
300
likes
via
Instagram
for
winners
documenta4on
video

PROJECT TIMELINE
November
December
January
Proposal Development
Video Agency Partnership
Celeb Partnership
Community Partnership
Building VR
Celeb Endorsement
Pojok Indonesia
Kalau Saya Pergi ke...
Jalan Jalan Seru
Project Evaluation

PROJECT BUDGET
Price
in
Rupiah
Administra4ve
Proposal
500,000
Partnership
2,300,000
Pojok
Indonesia
Video
development
(5
ci4es)
100,000,000
Booth
Pojok
Indonesia
(5
ci4es)
50,000,000
Celeb
Endorsement
100,000,000
Adver4sing
Expenses
(microsite,
marke4ng,
etc)
20,000,000
Kalau
Saya
Pergi
Ke..
Microsite
Development
5,000,000
Adver4sing
Expenses
20,000,000
Jalan
Jalan
Seru
Trip
Expenses
(30
persons)
135,000,000
Total
432,800,000

“Living without traveling is nothing better than walking with one eye shut”
- Anonymous