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.

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.

Products

Year

2012 – 2018

Country

Developing countries, Indonesia

Type of activity

  • Branding and Promotion
  • Consulting
  • Digital Marketing

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).
  • A 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.
  • Shows (ITB Berlin, WTM London, ITB Asia and many more).
  • Market Linkage is established where the 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).
  • A business Plan for DMO’s sustainability is established.
  • Social media channels established with 500,000+ reach.
  • The official website www.florestourism.com is up and running with 300,000 monthly web visitors.