Challenge
A foreign tourism agency launched a global tourism brand for 2 years period as part of its marketing effort. Although the Indonesian market had recognized the brand, a survey showed that the brand messages have not come across well among the Indonesian audience. The agency struggled to develop a PR campaign that better resonates with the Indonesian audience.
Our approach
Kiroyan Partners developed a 12-month communication strategy that aimed to promote the country as a compelling travel destination by taking into account local context and trends. We helped the agency to enhanced its relations with local and national media through various media engagement events, that entail developing and executing event concepts, providing talking points for events, as well as liaising the agency’s spokesperson during media rendezvous. On daily basis, KP assisted the client in localizing and pitching numerous press releases, providing media monitoring to help the agency stay ahead of competitors, managing the agency’s relationship with KOLs, and providing ongoing strategic counsel.
Results
The client managed to stay ahead of competitors on media relations, particularly shown through the number of media coverage both on national and local media, like Kompas, Jawa Pos, Bazaar Indonesia, including digital media. A rise in social media engagement is also seen through more localized content and selections of both national and local KOLs.
share this case study
