Marketing Strategy for Tourism Destination Management Organization in Flores, Indonesia
During a period of 6 years, we developed and implemented the marketing and destination branding strategy of the DMO of Flores Island, Indonesia.
Products
Year
2012 – 2018
Country
Developing countries, IndonesiaType of activity
- Branding and Promotion
- Consulting
- Digital Marketing
Year
2012 – 2018
Country
Developing countries, IndonesiaType of activity
- Branding and Promotion
- Consulting
- Digital Marketing
We took care of marketing and promotion campaigns, both online and offline. As a result, the number of tourists to the island of Flores has grown tremendously, as well as the international awareness and recognition of the destination itself.
Activities
- Stakeholder mapping.
- Focus groups and stakeholder sessions held to assess priority needs and targeted market.
- Development and intervention design of a branding focusing on Unique Value Proposition of the destination.
- Development of printed and digital promotional tools of the destination.
- Collaboration with media partners.
- Connecting local stakeholder to international buyers through tourism trade show participation, familiarization trips for EU and UK based tour operators, media trip for the national and international press.
- Development of digital marketing platforms; website, travel app.
- Development of and actively updating content on digital promotional tools of the destination; website, social media.
- Development of printed promotional tools of the destination.
- Development of regular stakeholder’s meeting concept to receive feedbacks and updates from local stakeholder.
- Developing Products and Services of DMO: • Assessment of new tourism objects and development of tour package. • Development of market intelligence of the destination. • Development of Tourist Information Centre. • Development of retail products as official destination’s merchandise. • Development of services from DMO to stakeholder in collaboration with tourism association (hospitality training, digital marketing training, trade fair participation training). • Development of advertising scheme for local stakeholder on DMO’s printed and digital promotion platform.
- Development of funding proposal and lobbying the local and national government and stakeholder.
- Development of business plans.
Results
- International recognition branding of destination.
- International recognition in tourism tra.
- Successful branding of the destination Flores, Indonesia.
- International recognition in tourism trade shows (ITB Berlin, WTM London, ITB Asia and many more).
- Market linkages established with international buyers/tour companies.
- Familiarization trip for European tour operators organized and conducted in collaboration with local stakeholders.
- International media exposure of the destination.
- Products and Services of DMO established (tourist information centre, official merchandise, travel guide books, travel map).
- Business Plan for DMO’s sustainability is established.
- Social media channels established with 500,000+ reach.
- Official Website www.florestourism.com up and running with 300,000 monthly web visitors.
- Shows (ITB Berlin, WTM London, ITB Asia and many more).
- Market Linkage is established where DMO act as the intermediary of the local stakeholder with international buyers.
- Familiarization trip for European tour operators is conducted in collaboration with local stakeholders.
- International Media exposure of the destination.
- Products and Services of DMO are established (tourist information centre, official merchandise, travel guide books, travel map).
- Business Plan for DMO’s sustainability is established.
- Social media channels established with 500,000+ reach.
- Official website www.florestourism.com is up and running with 300,000 monthly web visitors.
