The Ministry of Tourism
planned to step up quality of advertising promotion through convergent media
including outdoor advertising, Social media and paid media especially
electronic media. Outdoor advertising was billboard placed in public places
like airports and street junctions. “We will lunch advertising campaign
aggressively in paid media” the Minister of Tourism Arief Yahya disclosed to
Business News (1/6).
The Ministry of tourism had designated Batam island in
the Province of Riau as prioritized tourism zone. The campaign goes under the
tag line “Great Batam” of the same level as Great Jakarta and Great Bali. There
were three regions expected to be money maker through incoming foreign
tourists. Batam was prioritized considering its strategic location near
Singapore. Each day expatriates from Singapore came to Batam to enjoy night
life. “The Riau island is near Singapore”. The impact through social media is
30% and through paid media 40%.
The social media especially twitter the price was Rp. 25
million which was justifiable considering the followers which came to million.
by the Ministry’s calculation one single twit as around Rp20 Rupiah. So the
price was relatively cheap. Transaction price, according to the Ministry, must
be calculated on the basis of impact. “The price is based on per view
exposure.”
Besides, promotion was also through Google Search. The
impact could be calculated through promotion of various tourists destinations
as social media was at large, everyone were intensively using Trip Adviser in
Google Search. The Singapore and Malaysia Tourism Board had used Trip Advisor
Google sooner. “They placed advertisement in Google. The target audience could
be led to thematic tourism, like snorkeling. Only snorkeling and Malaysia and
Singapore appeared, because they paid.
The Ministry of Tourism would allocate fund e-advertising
in Google Trip Advisor. Beside the matic tourism, some good hotels, restaurant
and malls would be exposed in the Trip Adviser. As with Bali, some of the
hotels in Bali from the Melati class to the exclusive class would be exposed in
addition to temples, beaches and recreational spots. Media placement in Google
cost USD 1,000 but we could drum up 4 million tourists. (SS)
Business News - June 5, 2015
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