MEDIA AND
TOURISM PROMOTION Ratna Suranti Director of Indonesia Tourism Branding Ministry of Tourism and Creative Economy Republic of Indonesia Printed Media Target Market : Singapore Malaysia National: Kompas, Koran Jakarta, Indopos, Media Indonesia, Sindo, Bali Australia 2011 Post, Jurnas, Kontan, Nyata, Nova, Cita Cinta, Garuda Inflight, Tamasya, China Tempo, SWA Magazine, Gatra, Noor, Trust, Venue Japan International: The Sun, New Straits Time, Sinar Harian, Utusan Malaysia, Republic of Korea TTG Daily PATTA Travel Mart, Unique Choice, Unearthing Asia, Fantastica Taiwan Indonesia Brochure UK USA National: Media Indonesia, Tempo Magz & Newspaper, SWA India 2012 Magazine, Garuda Inflight Magazine, Gatra Magazine France
International: Herald Tribune, The Straits Times, Newsweek, TIME, Germany Gateway, Lonely Planet, Nikkei Associate The Netherlands The Philippines Middle East National: Kompas, Media Indonesia, Jakarta Globe, Sindo, The Jakarta Russia 2013 Post, Indopos, Suara Karya, Tempo, Garuda Inflight Magz, Archipelago Inflight Magz, Lion Air Inflight Magz, Sriwijaya Air Inflight Magz Content: International: Today, The Sidney Morning Herald, Berita Mingguan, - 16 new destinations Mingguan Wanita, Women’s Weekly, Golf Vacation, Travel time - 16 focus markets MATTA, Lifestyle, Lonely Planet, Gateway, Traveller, MINT, TTG UK, - 7 special interests Elsivier, Millenium Millionare, FVW, TTG ATF Asean, Fashion Collection - International/ Russian, Fashion TV Magz, Jetstar, Oryx Standar, SilverKris, SPH Magz, National Event Expat Living Magazine, Cebu-Smile, Qatar Inflight Magz, Tiger Airways Promotion Inflight Magz - Green & Creative Tourism Electronic Media Target Market : Singapore Malaysia National: Metro TV, SCTV,TV One, Trans TV, RCTI, Australia 2011 Global TV, ANTV, TVRI, KA TV, Radio Bahana, Trijaya, China KBR 68 H, Smart Radio, RRI Radio, Female Radio Japan International: CNN, BBC, Al Jazeera, CNBC, Republic of Korea Eurosport, Channel 5, BS Asahi, CCTV, NGC, TV 3 Taiwan Malaysia UK USA India National: Metro TV, TV One, TVRI, RRI, Sindo Radio, France 2012 Female Radio, Delta FM Germany International: CNN, BBC, Eurosport, TV 5 Singapore, The Netherlands CCTV China, NGC, TV 3 Malaysia The Philippines Middle East Russia National: Metro TV, TV One, Trans 7 Content: 2013 International: CNN, Eurosport, Channel News Asia, - 16 new destinations TV 3 Malaysia, TV 5 Monde, France 24, Deutsche - 16 focus markets Welle TV, CCTV China, Australian Network - 7 special interests - International/ National Event Promotion - Green & Creative Tourism - Religious feast day Greeting Out of Home Media National: Billboard Tourism Promotion in the 2011 Province (Soekarno Hatta Airport Jakarta, Ngurah Rai Airport Bali, Manado, Padang, Makassar, Medan), Billboard Promotion Event (Krakatau Festival, TIME Festival, Bamboo Music Festival, Indonesia Airport Award)
International: Billboard Tourism Promotion abroad (Malaysia, Australia, Singapore, Saudi Arabia), Billboard Promotion Event (Sea Games, 18th KTT ASEAN, NYCM 2011) Content: National: Billboard Tourism Promotion in the 2012 Province (Jakarta, Padang, Bali), Billboard Promotion Event (ITB Golf Tournament, Tour de Singkarak, Indonesia Tourism Center)
International: Billboard Tourism Promotion abroad (Malaysia, Singapore, Australia, Middle East, China, Republic of Korea
National: Jakarta, Padang, Bali
2013 International: Billboard Tourism Promotion abroad (Malaysia and Republic of Korea), Billboard Promotion Event (Freemantle Australia, ITB Berlin Germany) Indonesia’s tourism advertisements, either printed or electronic, have not yet been based on comprehensive planning and not yet been evaluated. Also, we do not have precise evaluation tools. We just initiated the plan in 2013, one of them was implemented during ITB Berlin. Main Entrance Main Entrance Hall (Movie) Entrance Level
Lobby Level Hall 2 Entrance Hall
Presentation Area Central Window & Velo Taxis Ad. Balloons Ad. Plates & Tunnel Branding
Rotunda Hall Mega Banner at Bridge South & Main Front North Catering Areas
MEDIA EXPOSURE: Online Media
National: metrotvnews.com, 2011 International: Google, Expedia, eTurbonews, ING NY Marathon Website + tv.nyrr.org
National: Kaskus, Kompas 2012 International: Lonely Planet, WAYN, eTurbonews (ETN), TTG Asia
National: Kaskus, Kompas 2013 International: Trip Advisor, Lonely Planet, WAYN, eTurbonews CASE STUDY INDONESIA TRAVEL QUIZ
- “Word of mouth” promotion through social media - A challenging member get member system (point) EVENT EVALUATION
- Consistent number of visitors of >15.000/day, previously was around 2.000- 3.000/day - Consistent number of page views of >50.000/day, previously was around 6.000-8.000/day - Achieved new records: Number of Page views : 124.863 on 25th May 2011 Number of visitors : 21.756 on 19th May 2011 -79% increase in traffic in July-August compared to May-July - Highest traffic was 23.468 visitors on 28th July - As a result the Bounce rate dropped by 3%, Page view rose by 31% and average on page rose by 55%. - The engagement between user and website increased to 54% based on view and 41% based on page views - 68% of quiz traffic was dominated by Facebook referral
Significant increase Alexa traffic rank, page view Description 2010 2011 Change Visits 145.673 1.239.094 + 750.45 % Pageviews 732.104 6.731.051 + 819.41% Page/Visit 5.02 5.43 + 8.11 % Ave time on 03:44 06:45 + 80.74 % site • The quiz managed to create significant engagement between our website with real user (Social media in general, facebook and twitter specifically) • Quiz can be used as a means to boost traffic, an effective way to introduce new feature. • Easier way to introduce destinations and potentials to wider audience. • Quiz can also be used as a means to get more members/ community if later decided to change Indonesia.travel to social media format. • If it is combined with drill down content and user experience that is more friendly, the quiz will generate greater impact • It should be held annually and become an expected event Terima Kasih