BINTANG: Bersama Bali

BINTANG, a beer brand, launched a campaign to help fans in Bali bounce back from the effects of the pandemic, measuring the success by donations.

Campaign details

Brand: BINTANG PilsenerAgency: Maverick IndonesiaRegion: APAC

Strategy

Objective

The COVID-19 pandemic caused major setbacks for all industries across the world, especially tourism. Bali, one of the world's most-loved tourist destinations, suffered as entry restrictions were imposed. From January to September 2021, the number of international and domestic tourists plummeted.

As a city where tourism activity is the main source of local income, its economy was severely impacted. Once a bustling city, hotel occupancy dropped, roadside booths closed down, and 52% of Bali's population lost their source of income, causing thousands of Balinese families...

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