February 15, 2016. What an unusual Monday morning. At that time, I was already at Mall FX Sudirman with Pevita Pearce, JKT48, Andien, and …..Minister of Tourism.
The story is that I was invited to the launch of the First Tourism Advertisement in Indonesian Cinema. These advertisements will appear on TVC which will be shown in 55 cinemas spread across 14 major cities in Indonesia.
“Film connoisseurs in cinemas are a potential market for domestic tourists,” said Minister of Tourism Arief Yahya
The 14 cities are: Jakarta, Bogor, Tangerang, Bekasi, Bandung, Yogyakarta, Surakarta, Semarang, Surabaya, Bali, Batam, Medan, Palembang and Makassar. These cities are assessed for the number of residents who have the potential to carry out large tourism activities.
There are three types of TVC, namely: TVC “This is our way”, TVC Wonderful Indonesia, and TVC 15 Destinations Pesona Indonesia.
TVC “This is our way” tells the story of four friends with different backgrounds who decide to go on vacation together to visit different destinations in Indonesia.
TVC Wonderful Indonesia in English, played by one of them by Nicholas Saputra, consists of four themes: adventure, business, family and love. These two TVCs are very interesting because they have story line the strong one.
Meanwhile, TVC “15 Destinations Pesona Indonesia” is a video that presents videos about the main tourist destinations that are part of the National Tourism Strategic Area (KSPN). The destinations include Bali, Jakarta, Raja Ampat, Komodo National Park, Wakatobi, Tanjung Puting, West Sumatra, North Sumatra, East Java, Yogyakarta, West Java, Toraja, Manado, Lombok, and Flores-Kelimutu.
Unfortunately, this TVC is an old stock video that you can find on the Indonesia.travel youtube page which was re-edited using Jingle Pesona Indonesia sung by Rossa.
From the survey results, 56% of viewers still remember the advertisements that appeared on the cinema screens ending the film. The results of another survey stated that 49% of the audience entered the cinema immediately after the announcement of the cinema doors opening. “We expect one and a half million impressions per month,” said the Minister of Tourism.
Apart from the endorsers of the Ministry of Tourism such as Pevita Pearce, there are also friends from JKT48. They are the “brand ambassadors” of Enjoy Jakarta (Jakarta Tourism) who participated in this launch. Melody JKT48 also reminds us to explore the city, and our own country, before going abroad.
Maybe we unconsciously went to Belitung because we saw the Laskar Pelangi movie. Or foreign tourists want to go to Bali because of the movie Eat, Pray, Love. Whatever it is, hopefully the destinations being promoted are ready to receive tourists. So that sustainable tourism can be achieved.
Duh, I remember the 5 cm film that promoted Mount Semeru which was very successful 🙂
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