WONDERFUL INDONESIA - DIGITAL CREATIVE CAMPAIGN
Wonderful Indonesia is an initiative by the Ministry of Tourism and Creative Economy of the Republic of Indonesia that promotes Indonesia as a place where everyone can enjoy its natural and cultural wonders.
Role - Art Direction, Digital Display Ads and Social Ads
Year - 2021
Client - Ministry of Tourism and Creative Economy of the Republic of Indonesia
THE CHALLENGE
Wonderful Indonesia wanted to promote Indonesia as a travel destination in 6 markets - SG, MY, TH, PH, AU, NZ. I was tasked to design multiple sets of creatives that could help drive awareness and visitor-ship to Indonesia. The creatives needed to reach and engage target audiences through the travel consumer journey -
Dreaming, Planning and Booking. The creatives were to be used for both social and display channels and had cover 4 of Indonesias unique holiday destinations, creating a positive image of Indonesia as a safe and family friendly holiday destination option as well as promote their sustainable stance on tourism.
THE SOLUTION
After identifying 3 different target audience profiles; Family travellers, Luxury travellers and Sustainable travellers, I set out to design creatives engineered to encourage these groups to visit Indonesia by using curated visuals and targeted messaging towards their specific travel styles to ensure relevancy and brand engagement.
After creating a profile for each target audience I then designed a colour scheme that represented each group of travellers. Orange for the families, green for the those who liked to travel in style and purple for those who care about their impact on the world.