Indonesia’s tourism ministry teams up with 28 brands

Indonesia’s Ministry of Tourism has signed a memorandum of understanding (MoU) with 28 brands in the country to help promote its “Wonderful Indonesia” campaign. This was during an event in Jakarta earlier this month, which will see the brands promoting Indonesia along with their products.

According to The Jakarta Post, the 28 brands are Martha Tilaar, JJ Royal, Polygon, Sahid Group,, Alleira Batik & Gaia, Sunpride, Sarinah, Rumah Zakat, Sido Muncul, Kalbe Farma, Javara, Datascript, CRP (Up Normal), Sekar Group, Krisna Oleh-Oleh, Secret Garden, Sababay Wine, Bon Gout, Achilles, Garuda Food, Batik Trusmi, Dapur Solo, Malang Strudel, Batik Danar Hadi, TVRI, Telkomsel and PT Pos Indonesia.

According to Tourism Minister Arief Yahya, the ministry is targeting partnerships with 100 brands by the end of this year. This will consist of premium products which use Indonesian ingredients and are in high demand,

In a report by The Jakarta Globe, Yahya revealed that the ministry had a promotional budget which was limited, hence the need for co-branding and collaboration “from all elements in the spirit of Indonesia Incorporated”.

The 28 brands which have signed the MoU were also said to have met all the requirements for the collaboration. Esthy Reko Astuti, deputy for tourism development at the ministry, explained that these products are premium, Indonesian products with both domestic and international presence.

During the event, Yahya said that the country’s “Wonderful Indonesia” brand campaign had lost to Malaysia’s and Thailand’s in the past. However, the tides had turned and the country’s tourism brand campaign managed to overtake Malaysia’s and Thailand’s campaigns in recent years.

The ministry most recently partnered with AirAsia Singapore for a marketing campaign to promote Indonesia in Singapore. The collaboration will see both parties focusing on marketing efforts in terms of brand advertising, promotional activities and activations across various touch points including digital, print, radio, in-flight branding, consumer selling travel fair and more. It also inked a deal with Singapore Airlines to boost foreign tourist arrivals into Indonesia.

Meanwhile, the tourism ministry recently partnered with Adobe to elevate the country’s tourism industry and deliver memorable experiences for visitors. By leveraging Adobe Experience Cloud, the ministry aims to broaden its reach, connect with travellers better, and improve its competitiveness in the region.