Germany | Account Work | Indonesia
OBJECTIVES
70% of Germans only go to Bali, the rest of the country is poorly known or visited. We had to increase travel to other regions of Indonesia and engage new tour operators to sell the destination. Furthermore, we had to increase public awareness and create interest in the culture of Indonesia. During the last months, our task was to keep the level of interest high and inspire people to travel as soon as they can.
ACTIONS
GCE was contracted in 2013 by the Ministry of Tourism. We have a very close working relationship with the Ambassador in Berlin and the General Consul in Frankfurt. We have created and executed a lot of trade activities and consumer marketing activities over the last few years. When it comes to communication, the strategy was mainly to integrate tourism and the rich culture of Indonesia.
We offer a press desk, press releases, press trips, story pitching, media meetings, press conferences, radio and TV interviews and crisis communication as well as cultural activities. Our largest project was establishing Indonesia as the Country of Honour at the Frankfurt Book Fair, the largest book fair in the world. This included an impressive one-year cultural program in Germany introducing artists, writers, architects and musicians from Indonesia.
RESULTS
12% increase in tourists travelling to Indonesia in 2019
Over 90% increase in average spending
50% increase in flight bookings
Forecasted increase of 30% in tour operator bookings
Wide range of media coverage, mainly in print and TV
Substantial influencer and social media content produced organically
