Media Strategy By The Ministry Of Tourism Republic Indonesia For Supporting Lombok Tourism After Earthquake 2018
Siti Chotijah, S.IP , MA
Department of Communication, University of Mataram NTB Indonesia (email@example.com)
Presented in International Communication and Media Studiest
BRSU Bangkok Thailand 4 July 2019
Lombok Island is the second famous for tourism destination in Indonesia during google index in 2017. Tourism become the main program by the government of West Nusa Tenggara and supporting for economic growth. During the end of July until August 2018 7.0 SR Earthquake happen and giving serious impact for Lombok especially for tourism sector. After the earthquake level of visitor in Lombok is plummet and some countries declare about travel warning for visiting Lombok. For supporting tourism, Ministry of Tourism launch recovery program to increase visitor after earthquake and the main strategy is media promotion. This research will be focused in how media strategy implement for Lombok recovery after earthquake.
This paper will show us about how the media strategy by government (Ministry of Tourism) for increase visitor in Lombok. This method of the research is using descriptive qualitative and by analyze the data by interview the number of Ministry Tourism member, West Nusa Tenggara Tourism Board, policy maker, annual report and mass media studies during end of 2018 and begining of 2019. This paper result is descriptive of media strategy for supporting Lombok recovery after earthquake.
KEYWORDS: Communications, Media Strategy, Ministry of Tourism, Lombok Tourism
Tourism as the main program in West Nusa Tenggara, plays important role in the development and regional economy. Number of visits is one of the keys tourism’s success. The earthquake that occurred between July-August 2018 greatly affected tourism, especially on the number of visits. The Minister of Tourism Arief Yahya stated that the potential loss of the number of tourists after the earthquake in Lombok for foreign tourists at least 100,000. This figure is taken from a comparison of the Lombok and Bali disasters with a loss of 10% of the decline in Bali during Mount Agung eruption in 2017. Not to mention the potential loss of domestic tourists, but is certainly very significant.
Press conference by Ministry of Tourism in August 2018 said that Kemenpar ready to support the recovery of tourism in Lombok after the August 2018 earthquake through 3 steps, the human, destination recovery and marketing. The legal basis of this activity is Presidential Instruction No. 5 of 2018 concerning the acceleration of rehabilitation and reconstruction after the earthquake in Lombok. This activity began on 1 September 2018 and runs for 6 months until the end of February 2019.
The focus on Lombok’s tourism marketing activities after the earthquake is promotion to increase visitor number. For carrying out promotion, the most important thing that becomes a focus is implementation of media strategy. Through a good media strategy, effective communication is expected to emerge, so that it can be increase the number of visits to Lombok.
Tourism Marketing Communication
The Ministry of Tourism has special scheme for communication in tourism marketing. Tourism marketing communications is a branch of marketing communications science which focuses on marketing communication and tourism. Philips Kotler said that marketing communication science focused 4 elements of product, place, price and promotion (Kotler, 2016). This research focus on promotion that media strategy become a focus strategy for supporting Lombok in main activity during recovery after earthquake 2018 to increase visitor. Another pattern are collaboration between positioning, differentiating and branding.
Theory for tourism marketing communication is the concept of marketing strategy, marketing tactic and marketing value. Positioning refer to the customer, while differentiating refer to product and branding referring to the value. This collaboration can be seen in the following table ( Arief Yahya: 2013)
The concept of tourism marketing communication could not be found separated from the use of promotion mix. Promotional mix used for increasing information and brand include advertising, public relations, sales promotion and personal selling. Without media, this element could not running well. Media strategy guiding the communication doing well and effective
Arief Yahya, The Minister of Tourism said that Ministry of Tourism develop three elements walk hand in hand with promotion. There is marketing strategy, promotion strategy and media strategy. For marketing strategy have just explain in the up section. Promotion strategy consist of BAS ( branding , advertising and selling).
Media strategy as the focus of this research consist of 4 element called POSE (paid media, own media, social media and endorser). Paid media is media operate by agency or external organization and the Ministry of Tourism rent their space. Own media is media develop by internal (Ministry of Tourism). Social media is digital platform develop by some companies so that people can use as personal media. People in social media became a media when they have number of follower, built an engagement and being opinion leader. Endorser are media strategy by using key opinion leader ( KEOL) in each media for supporting communication program. Endorser is an icon from brand, represent the brand and giving testimony about the brand. Some of endorser are politician, public figure, and artist or people who has large number of follower and build active engagement as media.
Media strategy by Ministry of Tourism can be seen in the following table ( Arief, Yahya 2016) :
Various media today is growing very fast. Each media platform has its own advantages and character. The use of various media becomes an option for media strategy. This is considered effective because every media has its own market and character. This media mix is above the line ( ATL) and bellow the line media. Various types of media both print, electronic and online mix into various media for achieve the goal.
This research using descriptive qualitative method and by analyze the data by interview the number of Ministry Tourism member, policy maker, annual report, social media and mass media studies during August 2018 – March 2019. The data will proceed by triangulation method by analyze data from the interview, mass media study, report study and analyze by researcher. Researcher interview with the staff of Ministry of Tourism, West Nusa Tenggara Tourism Boards, Community, Business, annual report from Ministry of Tourism also paper presentation of the Minister.
Ministry of Tourism create Lombok Tourism Crisis Center Team for handling program Lombok tourism after earthquake August 2018. This team chaired by Guntur Sakti from public relation staff of Ministry Tourism. Recovery of Lombok tourism is the main task by coordinating with the regional government of West Nusa Tenggara, business sector and work units at the tourism ministry. Specifically related to media strategy in Lombok’s recovery program, the crisis center team is tasked with collaborating with Expert Staff of Ministry Tourism in media and communication , Public Relation Unit and East Indonesia regional deputy assistants.
Paid Media Strategy
The paid media strategy carried out by Ministry of Tourism is by purchasing space in the mass media, both print media, online media and television broadcasting. The Ministry of Tourism collaborates with more than 50 print and online media both national media, local media and even international media.
These media strategies include the publication of various activities carried out by the Ministry of Tourism for Lombok and the publication of strategic steps during recovery. The focus of publication are periodically and special updates from the tourism ministry issued. Ministry of tourism deliver press release to the media and held a press tour by inviting journalists to visit and report updates from Lombok
In August to September 2018, the focus of coverage through paid media is a report on Lombok’s conditions and updates. Share information that is in focus including the current conditions of destinations, facilities and tourism access. On various occasions the ministry attended through various conversations on television to discussing the latest conditions in Lombok and the strategic steps taken by the government.
The Ministry of Tourism provides promotional support for events that take place in Lombok in various print and electronic media such as Garuda Indonesia Flight Magazine, Kompas Daily, Media Indonesia Daily , and various other media in the form of invitations to come and witness tourism events in Lombok. The release of electronic media consist of 30″ television commercial broadcasts on Lombok tourism information is carried out with the aim inviting people to come
Various events attended by Ministry of Tourism such as international expo and sales mission also promoted Lombok as a priority destination through booth exhibitions and advertisements in outdoor media (billboards, video electron, airport advertising, vehicle adverting such as buses and taxis in major world cities such as Amsterdam, Barcelona, Paris, Russia and London.)
Own Media Strategy
The strategy carried out in the own media by the Ministry of Tourism is by optimizing news and content about Lombok. Own media owned by the Ministry of tourism include websites, you tube channels and official ministry of tourism social media channels. The strategy is to make Lombok as a highlight during the recovery program. In addition to being a headline, Lombok is given more reporting through the tourism ministry own media by producing official and special content
Social Media Strategy
Social media is a very important medium and involves the public in contributing to the success of the Lombok recovery program after 2018 earthquake. In addition to the Ministry of Tourism social media, one of the back bound activities is by collaborating with various parties. One of the main parties coupled in social media strategy is community. From various groups, the Genpi community plays an important role in optimizing publications in social media. The collaboration of the tourism and Genpi community began since August 2018 until the end of the program.
The media strategy for social media begins with creating content both text and visual content (photos and videos). Various photos about destination updates, the beauty of the island of Lombok, tourist activities, access and facilities become social media content. In addition to photos, infographics with attractive designs are also made. Various types of videos produced are destinations, events and testimony. In terms of content, content variations are made for each type of social media. Content for YouTube, Instagram, Facebook and Twitter is made different or distinguished by duration depending on the character and social media algorithm.
In addition to content strategies, technical upload strategies are keys to making content viral. The success of social media is when the content is viral. Upload starts from the official account used for the campaign. Then reposted by community members and endorsers. Public can participate in reposting or liking and commenting on uploaded material.
Another strategy for social media is to make various platforms as networks that support each other and provide sufficient information from search keywords. The first step is to provide online news, upload on various social media platforms and increase impressions through the trending topic on twitter. In uploading the material used the same method or hashtag in all social media as a tracking method and locking keywords. Various agreed hashtags were used along with national orchestration and carried out simultaneously was easier to viral. Various popular hashtags during the program are #NTBBangkit #AyoKeLombok #WonderfulLombok #GenpiPeduliGempa #Lombok
During the recovery and optimization program the media is carried out endorsement by the parties. The endorsers used are travel bloggers and social media influencers. Famous travel media and national media are also endorsers. The tourism ministry invites travel bloggers from targeted countries such as Australia, India, China, Thailand for fam trip. Both of national and international media is inviting for fam trip.
Endorser also involves good figures from Lombok’s regional leaders such as the Governor, local travel influencers and national figures such as President Jokowi who conducts work visits, tourism minister as an endorser who is able to provide a positive image for tourism in Lombok. In addition, the tourism ministry brought in public figures to give an image that Lombok tourism had risen and was ready to be visited
The implementation of strategies in paid media, own media, social media and endorsers was used during the program to share information on destinations, attractions and events held to attract visitors. For even, there are special strategy about timing promotion namely pre event, own even and post event. In addition there is also collaboration carried out by the ministry of tourism with the regional government as the main partner and 4 pentahelix tourism elements namely business, academia, media and community elements.
The Ministry of Tourism using different strategy for each media. They are 4 type of media paid media, own media, social media and endorser. Every type of media has special and specific strategy. The strategy is different because of type of media, media algorithms and media forms. There are two main strategy consist of content and technical strategy. In carrying out the media strategy, even though it uses many types and platforms, it remains centralized through central command and run as integrated program for support and complementarity. Combining paid media, own media, social media and endorsers to maximize media exposure and viral an effort made to further disseminate information about Lombok tourism.
Thanks to the Communication Studies Program of Mataram University of Lombok West Nusa Tenggara as sponsor in this research, colleagues, Ministry of Tourism, West Nusa Tenggara Tourism Boards for the data and willingness in interview.
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