Wonderful Indonesia: Waiting for you #SeeYouinIndonesia (#DiIndonesiaAja)

Indonesia's Ministry of Tourism & Creative Economy ran a multi-channel campaign promoting domestic tourism to reach and engage potential travellers, and help the hard-hit travel sector recover from Covid-19.

Campaign details

Brand: Wonderful IndonesiaBrand owner: Indonesia Ministry of Tourism & Creative EconomyAgency: M&C SaatchiMarket: IndonesiaSector: Destinations & locationsMedia channels: Online video, Social media, Television, Word of mouth, influencersBudget: Up to 500k

Executive summary

Tourism in Indonesia was one of the industries hardest hit by the pandemic. It contributed more than 6% of the country's GDP in 2019, and had some 13 million workers. According to data from the Indonesian Hotel and Restaurant Association, the pandemic took Rp85tr (US$5.87bn) off Indonesia's tourism revenue by November 2020....

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