BALI - campaign livens up things

TTGasia, Oct 6 - 12,2006 / No.1498

JAKARTA – Bali is launching a tactical marketing campaign, Bali is My Life, for the last quarter of 2006 in Australia, Japan and Europe as part of its recovery programme.

The B2C campaign will run from October to December with a total budget of US$1.1 million. Bali Tourism Board executive director, Mr Wiwin Suyasa, told TTG Asia: “The campaign is targeted at the end-user. We are focusing on using media as a means of getting to the public, and in Australia and Germany, we are also partnering tour operators and agents.”

Indonesia marketing consultant, Indo Multi Media, has been appointed project leader for the campaign.

The government has set a budget of some US$300,000 for media advertisement placements and a TV programme in Japan.

In Europe, advertising will take place in Switzerland, the UK, Italy and France, while in Germany, the campaign will also include a joint promotion by producing flyers and brochures with TUI Germany and an incentive house. The total budget is around US$400,000. Australia also gets some US$400,000 and Strategy to Implementation, an Australian PR consultancy, has been appointed to handle the media campaign.

Meanwhile, Indonesia will do a joint promotion with Flight Centre, Harvey World Travel and Travelscene American Express in the form of flyers and brochures.

Mr Suyasa said: “These agents sell Bali and they have agreed to do a joint promotion where both parties put in some money to do it. We have budgeted some US$100,000 per agent and they top it up.”

While declining to disclose Flight Centre, Australia’s investment, its director, Ms Sue Robinson, said: “Bali has been our key market and (therefore) we are keen to do our part to contribute.”

Flight Centre will use the money for advertising campaigns with its three major retail brands, Flight Centre, Escape Travel and Student Flights. It will also mount a small promotion with its boutique brand, Travel Associates.

“The campaigns comprise press advertising and point-of-sale for the stores and promotion in our suite of catalogues,” she said.

>>Full article