M&C Saatchi beat 89 agencies to win Indonesia Tourism account

M&C Saatchi Indonesia has won creative duties for Ministry of Tourism & Creative Economy Republic of Indonesia, in a pitch that saw 90 agencies participate.

The Ministry of Tourism’s aim is to develop Indonesia as a world class tourism destination by attracting domestic as well as global travellers to explore the country by creating an environment that is a safe place for all tourists.  

Ms. Martini Paham (Ibu Diah), director, Kementerian Pariwisata dan Ekonomi Kreatif, stated: “In 2019, the tourism industry contributed 4.8% to Indonesia’s GDP, with 18 million inbound tourists. The pandemic has hit the travel and tourism industry the hardest in 2020, and Indonesia has borne the brunt of it. The Ministry  of Tourism and Creative Economy wants to do everything in its power to support our airlines, hotels, restaurants and tourist attractions to help them get back on their feet by inviting Indonesians as well as global travellers to experience the wonders of our land, in a safe and hygienic way .” 

Commenting on M&C Saatchi’s win, Ms Paham said: “We were thrilled to see that 90 agencies were committed to help us do that. M&C Saatchi Indonesia’s approach was fresh, insightful, and we believe will instil confidence among travel enthusiasts to feel welcome in the country. We look forward to work with them to do a massive domestic and international campaign, including our creative economy with fashion, craft and culinary experiences.”

The campaign is scheduled to launch in 2021.

The Integrated Marketing Campaign will run across 6 international markets of China, Japan, South Korea, Germany, the UK and the USA, along with a local campaign to promote domestic tourism. 

Anish Daryani, founder and president director of M&C Saatchi Indonesia, said: “This is a win we take utmost pride in. We see this as an opportunity to serve the country and help revive the tourism industry in Indonesia. This is also another opportunity for us to demonstrate our integrated approach to communications, where we string together primary and secondary research, advertising, digital, reputation management, influencer marketing, performance marketing, social and digital marketing, all through a single lens. 

This is a case study in the making on how we translate our new global ideology of helping businesses, brands and society make sense of change.”  

The M&C Saatchi Group manages communications for a number of destinations and airlines which include Malaysia, Australia, Iceland and Abu Dhabi among  others. “We are glad to add Indonesia to this roster,” stated Anish.