CASE STUDY
Travel Trade Content and Distribution Campaign (Raja Ampat, Indonesia)
A trade-focused campaign to promote the remote Raja Ampat archipelago into the global market and position this region as a unique destination specializing in slow travel, soft adventure, and community-based experiences.
Campaign Highlights
TRADE DEVELOPMENT
We worked with the trade industry to help a brand target new audiences with an appreciation for slow, immersive nature-based experiences.
AWARD-WINNING STORYTELLING
Our Raja Ampat film was the winner of the prestigious Magellan Award.
NATURE + OUTDOOR THEMES
Our team crafted stories highlighting the power of nature and the outdoors by featuring local, character-based storytelling.
Details
Partner: The Ministry of Tourism the Republic of Indonesia
Key Themes: Nature | Outdoors | Adventure | Sustainability
CHALLENGE:
The Ministry of Tourism for the Republic of Indonesia wanted to highlight the stunning t to increase awareness and responsible tourism to this unique region of the country. They also wanted to increase travel trade partnerships and trade sales to this emerging, remote destination.
SOLUTION:
We started with an 8-day adventure in the remote and other-worldly Raja Ampat archipelago to produce one short film and four social videos. The short film featured Raja Ampat's experiences through the eyes of local adventurer and SeaTrek boat captain, Dian Garaf. Social films highlighted adventure and cultural experiences offered by SeaTrek on their Raja Ampat small ship cruises.
We collaborated with our global travel trade media partners to boost awareness and sales to distribute our PR and video content. Targeted email campaigns selected travel industry professionals that best aligned with what SeaTrek wanted in an industry partner and their clients. Our travel trade microsite was the hub for partner information, inquiries, and sharing video content.
Key Goals
SHOWCASE AND PROTECT REMOTE DESTINATIONS THROUGH SUSTAINABLE TOURISM.
HIGHLIGHT BEAUTY AND NATURE OF ONE OF THE MANY ISLANDS OF INDONESIA.
INCREASE TOURISM BUSINESS FOR INDONESIA.
GENERATE STRONG ROI AND SALES BASED ON CUSTOM TRADE PARTNER NETWORK AND DISTRIBUTION.
PRODUCE HIGH-QUALITY DIGITAL CONTENT FOR LONG-TERM USE.
Award-Winning Storytelling
EXPLORING RAJA AMPAT WITH SEATREK SAILING ADVENTURES:
Sail through the remote, aqua seas of Raja Ampat aboard a ship steeped in local culture and Indonesian tradition. In this film, small ship cruising company, SeaTrek Sailing Adventures, demonstrates what it’s like to both respect a destination and experience it to its fullest.
This video is a Gold Winner in the Travel Weekly 2018 Magellan Awards. Learn more about SeaTrek at seatrekbali.com.
RAJA AMPAT - THE LAST PARADISE:
The Raja Ampat Islands lie at the heart of the Coral Triangle in Indonesia, one of the most biodiverse marine regions on Earth. Consisting of four main islands surrounded by 1,500 wild and jungle-covered islands, the area is virtually undiscovered by the Western world.
Join Dian Gafar, a cruise director and divemaster of the luxury Panisi-style yacht, is for a sailing adventure to explore the world above, on, and below the pristine waters of Raja Ampat. Experience luxury travel in a remote destination, from gourmet Indonesian meals locally sourced from village markets to sunrise yoga on the yacht’s foredeck. Hike through karsts, caves, and virgin rainforests, connect with local indigenous villages, and pay homage to the immense world beneath the turquoise surface. See why Raja Ampat is best described as ‘the last paradise on earth.’
This film by GLP, produced in partnership with Indonesia Tourism, won the Asia Destination Film Awards in 2020.
Impact
In this 6-month campaign, we saw some incredible results from our strategic partnerships with the travel industry. Our strategic marketing campaign to select trade partner leads converted 41 new partnerships with agents and outbound operators. We gave 200 current agents and outbounds free access to new video content to share on their websites and social media. Combined with our distribution strategy, the travel trade reach was 490,000, with 44,000 impressions. Year-over-year sales comparisons saw an incredible 41% increase in sales and 33% increase in customer inquiries.
To top it off, we won the Travel Weekly Magellan Gold Award for Best Cruise Marketing Video!
Media Coverage
