Strategy for Visit Indonesia 2008 (Branding Africa 3)

3. If you are the marketing director for Visit Indonesia Year 2008, what kind of strategy that you will use according from the data in number 2 question!

3. A. The Objectives of Visit Indonesia 2008
• To increase the population of tourist visiting Indonesia.
• To promote Indonesia’s tourism.
• To make Indonesia known to the wide world.

3. B. Marketing Strategy of Visit Indonesia 2008
B. I. Marketing Strategy inside the Country
These are the Marketing Strategy for Visit Indonesia 2008 based on the 4 Ps as the elements of marketing:
• Product
The product in this program is Indonesia as a country itself. The aim is to increase the population of tourist visiting Indonesia, and in reality Indonesia still has many great tourist sites other than Bali. Therefore in Visit Indonesia 2008 we should also focusing in Sumatra, Kalimantan, and East Indonesia.
• Price
High costs for visiting Indonesia would detain the tourists for coming. Therefore, we should set affordable prices to attract visitors.
• Place
Due to the fact that we are promoting Indonesia as a country itself, we should improve the qualities of our tourist sites. These mean improving our facilities, accommodations, transportations, and also maintain the cleanliness, security, orderliness on the tourist sites.
• Promotion
‘The Visit Indonesia 2008, celebrating of 100 years National Awakening’ campaign is one way to promoting Indonesia. Grand budget that has been provide by government helps to promote Indonesia intensely to the world. We should make good advertising that captured the greatness of Indonesia.

B. II. Advertising Strategy, Public Relation, and Event
• Advertising Strategy
The aim of advertising is to create awareness, and our aim is to make Indonesia known to the world, therefore we use advertising as one way to promote Visit Indonesia 2008. The media which we will use are banners, posters, and brochures. These promotion tools will be put on the trademark places in each big city in Indonesia (e. g: Jakarta; around Monumen Nasional).
• Public Relation
We need to use Public Relation in order to create understanding between us and the international community. The PR tool which will be use is Press Conference.
• Event
To attract the tourist visiting Indonesia, we will impose a grand event in form of culture exhibition. The exhibition will be known as ‘Fascinating Indonesia’.

B. III. Marketing Estimation
With all the promotion efforts the tourists’ approximation for Visit Indonesia 2008 are around 8 million people visiting tourist sites in Indonesia.

3. C. Marketing Strategy Implementation of Visit Indonesia 2008
C. I. Marketing Implementation inside the Country
- January 2007 : First meeting to discuss the program.
- February 2007 : Research and Development.
- March 2007 : Make the proposal.
- April 2007 : Setting the budget.
- May 2007 : Seeking approval.
- June 2007 : Searching for sponsor.
- July 2007 : Start the event by collecting the qualified participants.
- August 2007 : Start campaigning to other countries.
- Sept 2007 : Campaigning.
- Oct 2007 : Campaigning.
- Nov 2007 : Carry on a Press Conference.
- Dec 2007 : Choose the winners that will be participate in the
Event.

C. II. Advertising Execution
• Banner, Poster, and Brochure
Banners and Posters will be put on every city square, famous tourist spot, airport, department store, et cetera. The brochures will be put on airports, hotels, department stores, public places.

C. III. Public Relation Implementation
• Press Conference
Titled ‘The True Form of Indonesia’
Held on
- November, 15th 2007.
- 11.00 am – 01.00 pm
- Usmar Ismail Hall

C. IV. Event Promotion Implementation
• The Culture Exhibition
Known as ‘Fascinating Indonesia’
Held on
- April, 21st 2008
- 09.00 am – 07.00 pm
-Usmar Ismail Hall
The program
- Traditional Dances every hour
- Traditional Food and Beverages provide
- Photo Booth completed with traditional customs
- Handicrafts, arts, paintings, by the locals