Brilio.net/en - The Indonesian tourism campaign Wonderful Indonesia just recently won The Best Exhibitor in the Asia Australia Oceania Booth category in the worlds biggest tourism event International Tourismus Boerse (ITB) held in Berlin, Germany. The event was held on March 9-13, 2016 in Messe, at Hall 26A No. 122-123 and Hall 26C No. 303, taking the theme from Bugis traditional ship Phinisi.
There are many criterions that rated with serious and detailed standard here, so we are proud enough to have the award in this biggest exhibition. Because actually we planned on winning it, said the Tourism Minister Arief Yahya, who was accompanied by Nia Niscaya, the Ministry of Tourisms Deputy Assistant for Europe, America, Middle East and Africa Regional Marketing.
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Unlike last years event, this year the layout is designed to be more spacious with a wider faade. Indonesia was clearly more confident to show off this year, giving it all with the big white ship in the middle of the pavilion and stronger construction in the second floor for comfortable 2 meeting rooms and lounge.
A big red Indonesia heading welcomed the guests as it hung about the booth, with its red light emanating on its territory. The writing looked as if it was supported with three Phinisis, the Bugis ship that had traveled around the world. The Phinisi design is maintained, because we are now building Indonesia as the pivot for worlds maritime, explained Yahya.
The interior materials were eco-friendly and recyclable so they wouldnt be wasted. Promotional materials, poster and flyer prints, none of them are thrown to the garbage bin. We will still use it for KBRI and VITO (Visit Indonesia Tourism Officer, red.) in Germany. We will reuse those materials, Yahya described.
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Inside the booth, guests found various activities such as face silhouette drawing, handcrafting demonstration, and spa corner with two lounger-seats that each has a therapist. The handcraft activities include weaving the janur kuning, the banner-like made out of young coconut leaves as a symbol of celebration.
Image via kemlu.go.id
In the coffee corner, two baristas were ready to serve people with Indonesias best coffee beans. One barista was brewing the single origins from Gayo, Mandailing, Sidikalang, Jawa Temanggung, and Toraja, while the other one made cocktails out of ginger, coffee and various herbs, blending it with European brand beverages to create a signature taste combination.
This year we seem to give total effort, because we already planned on the branding, advertising and selling strategies. The branding through global television media that along 2016 the Europe market will be in touch with the CNN International, CNBC, BBC World Service, Deutsche Welle (DW) Germany. In the print media we have TTG Daily and ITB Berlin News. While in the digital media we will continue what we started in 2015 with Google, Baidu, Xinhua, Trip Advisor, and others.
Besides that, during the ITB Berlin, the branding was placed on various promotional material in the venue, shuttle buses, trams, subways, cars, entrance banners, and goodie bags. Inside the Messe, Wonderful Indonesia logos were creatively placed in all halls. This really stole the show from the official country that was the sponsor and also performed at the opening ceremony, Maldives. Indonesia also provided velo taxis, the modern pedicabs for two passengers that pedaled like traditional bicycle for a free tour around the venue.
The Indonesian pavilion consisted of 101 industries that sold various tourism packages to Indonesia. The minister visited each of the tourism industries that were selling Indonesia destinations in the booths and everyone was excited. The victory means as the completion of all travel event campaigns that had been held in February-March 2016 in many places. The peak is in this ITB Berlin. The impact to marketing is that Wonderful Indonesia brand will incline sharply, said Yahya.
According to Yahya, the Wonderful Indonesia attraction was unique and stood out. People were wearing traditional clothes as carnival costumes, like the ones from Jember, Banyuwangi, Malang, and Solo. There were dancers from Djawatrails and Oculus VR, where people could dive and meet creatures in the depth.
Last year we achieved the transaction up to IDR 4.3 trillion, so this year our target increased to IDR 5 trillion, Yahya said. Not that it was impossible, but looking at how magnificent the Wonderful Indonesia booth, we have no doubt that they will achieve that number.