Tourism Ministry Launches Pesona Indonesia Cinema Ads to Boost Domestic Tourism

Pesona Indonesia campaign | courtesy Tourism Ministry

Pesona Indonesia campaign | courtesy Tourism Ministry

Indonesia’s Tourism Ministry today launched a new campaign for domestic tourism aimed at cinema goers to get them to travel and see the different sites in Indonesia. The cinema ads will carry the Pesona Indonesia brand and showcase more than a dozen destinations and travel stories.

Advertisements for this campaign will be shown across 55 cinemas in 14 major cities in the country. “Cinema goers are a potential market for domestic tourism”, Tourism Minister Arief Yahya said in a release. The Ministry is targeting cinema goers as 56% of the audience still have recall of ads after they leave the cinema and 49% enter the theater almost immediately after the announcement that the theater is ready, according to the ministry.

Cities that will show these ads in the cinemas are Jakarta, Bogor, Tangerang, Bekasi, Bandung, Yogyakarta, Surakarta, Semarang, Surabaya, Bali, Batam, Medan, Palembang, and Makassar. The cities were chosen based on the distribution of cinemas as well as the demographic profile.

There will be three groups of ads focusing on different stories. One set is called “This is Our Way”, telling a story of four friends traveling across the country. Another is “Wonderful Indonesia” which looks at traveling from four different perspectives; business, adventure, love, and family. The third group consists of 15 second ads each showcasing 15 different destinations, namely Bali, Raja Ampat, West Papua, Komodo National Park, Wakatobi, Tanjung Puting, West Sumatra, North Sumatra, West Java, Yogyakarta, West Java, Toraja, Manado, Lombok, and Flores-Kelimutu. The idea is to increase the exposure of these regions as the country’s primary tourism destinations.

Pesona Indonesia campaign itself was launched in January 2015 as a domestic companion to the international campaign, Wonderful Indonesia. The domestic campaign, set in Indonesian, is also aimed at getting Indonesians to rediscover their own language and boost the national pride in an increasingly international society.

Back in March 2015, Fonnyta Amran highlighted a number of issues for foreign tourists when it comes to visiting Indonesia, many of which can be applied to domestic tourists, but she also pointed out that many of the flaws found across Indonesia’s tourist sites may be points of attraction especially for those looking for an unpolished experience. Infrastructure and certainties of experience are definitely among the issues facing Indonesian tourism, but she said,

Indonesia, a beautiful country with a massive tourism potential, is laden with flaws; poor access to most potential tourism spots, high taxes, visa problems, unsanitary conditions, corruption, substandard maintenance, and the list goes on.

Having said that, is there really anything wrong with marketing a flawed product? Who’s to say that you can’t be selectively honest? In an era where being raw is perceived as exceptionally attractive, what is wrong with presenting the not so perfect destination as is? Indonesia’s Tourism Ministry may want to consider the option to show the bruised and battered truths about Indonesia and brand it as part of the Rough Guides for the Adventurous. Definitely something to think about.

The Ministry has recruited the talents of many local actors and musical acts as well as bloggers and public figures to raise the profile of the campaign.

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Aulia Masna

Pretty much anything you want to do in life involves a pitch, so why not dig deeper into the world where everything hinges on the pitch? Advertising is not just an industry, it's a lifeline of many industries. See it, love it, hate it, embrace it, criticize it, do it.

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