An Integrated marketing communications campaign for promoting Bali and Komodo Islands as tourist destinations through celebrity endorsement Calvin Jeremy

• Main Author: Christophia, Cecille.
• Format: text
• Language: English
• Published: Animo Repository 2011
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/4997
• Institution: De La Salle University

Youth tourism plays an important and strategic role in establishing the national identity and nationalism especially in young generation. The young generation is given the chance to explore the unique culture, various ethnics, and beautiful sceneries from all regions in Indonesia that will develop their passionate love for the country. To boost domestic tourism and encourage Indonesians generally and young generation specifically to travel more, The Ministry of Culture and Tourism launched the tagline Kenali Negerimu Cintai Negerimu (Know and Love Your Country) in 2006. The crescendo of celebrities endorsing brands has been steadily increasing over the past years. Marketers overtly acknowledge the power of celebrities in influencing consumer-purchasing decisions. Celebrities are no doubt lucrative in generating attention, recall and positive attitudes towards advertising provided that they support good objectives and there is an explicit match between them and the brand. A good brand campaign idea and an intrinsic link between the celebrity and the message are the essentials for the successful campaign. Therefore, The Ministry of Culture and Tourism of The Republic of Indonesia has decided to use the celebrity endorsement on domestic tourism campaign and chosen Calvin Jeremy, Indonesias musician to be the brand icon of domestic tourism and to promote Indonesia in domestic market. The collaboration of entertainment and marketing will be a new strategy in the market that helps create an emotional connection with target audiences, to generate tremendous results.