Tourism branding presentation
Presentation guidelines
Introduction to Problem
What’s happening to BCL?
Getting to Know Forces Surrounding
Environmental Scanning
Analysis
Strategic Brand Analysis
Tourism Behavior Analysis
Branding Concept and Insight
New Emotional Branding Strategy
Customer Insights
Branding Guidelines
Creative Brief
Branding Strategy Timeline
Branding Initiatives
Cross Communication Scenario
Customer Relationship Strategy
Branding Implementation Plan
Action Plan Timeline
Introduction to BCL’s PROBLEMS • BCL is contrained to the fact that they are located on the limited space of land they rent from Karangsetra residence developer. • The initial target market of BCL was teenagers that would love to experience fun, but the actual visitors of BCL is far away from their expectation. • As a reflection of the management lack of enthusiasm to change the not-so-pleasant situation of BCL, BCL’s attractions and facilities have been very poorly maintained. • BCL had very lack of cooperation with the BCL local surroundings.
Presentation guidelines
Introduction to Problem
What’s happening to BCL?
Getting to Know Forces Surrounding
Environmental Scanning
Analysis
Strategic Brand Analysis
Tourism Behavior Analysis
Branding Concept and Insight
New Emotional Branding Strategy
Customer Insights
Branding Guidelines
Creative Brief
Branding Strategy Timeline
Branding Initiatives
Cross Communication Scenario
Customer Relationship Strategy
Branding Implementation Plan
Action Plan Timeline
MACRO ENVIRONMENT Demography
Economic
Technological
Limitation to enlarge area
Economic crisis
Internet world
Natural
Political
Cultural
Tariff imposed
Culture of spending time with family
Humidity of Bandung
MiCRO ENVIRONMENT The Company
Suppliers
Marketing Intermediaries
Part of Jatim Park group
Both local and internatioal suppliers
Sell tickets by themselves
Customer
Competitor
Public
Experienced target market switch
Trans Studio and Kampung Gajah
Public communictaion through social media
Presentation guidelines
Introduction to Problem
What’s happening to BCL?
Getting to Know Forces Surrounding
Environmental Scanning
Analysis
Strategic Brand Analysis
Tourism Behavior Analysis
Branding Concept and Insight
New Emotional Branding Strategy
Customer Insights
Branding Guidelines
Creative Brief
Branding Strategy Timeline
Branding Initiatives
Cross Communication Scenario
Customer Relationship Strategy
Branding Implementation Plan
Action Plan Timeline
Strategic Brand Analysis Customer Analysis Both male and female, 7 – 24 years old Live in suburban city especially West Java cities with low to medium expenditure power (Rp 1 – 2 million per month). Most of them are actually student of kindergarten to elementary school or young family with little kids.
Competitor Analysis
Aspect
Trans Studio Bandung
Kampung Gajah
Established
2011
2010
Location
Jenderal Gatot Subroto, Bandung
Cihideung, Parongpong, Kabupaten Bandung Barat
Activities
Thrill rides, a theater and play areas.
Playground, waterpool, shows and recreational activities
Concept
Indoor theme park
Amusement Park
Price
Weekdays Rp170.000,- and weekend Rp270.000,-
Weekdays Rp150.000,-, weekend Rp250.000,-.
Promotion
Though social media such as Facebook and Twitter, VIP ticket, TV channel (Trans TV and Trans 7), Brochure, banner on street, Buy 1 get 1 free, Music concert, Sign system, Blogger review
Banner advertisement, Sign system, Radio advertising, Blogger review, Newspaper
Target Market
Children, teenager, family
Children, teenager, family
Self Analysis Strength
Strategic Brand Analysis
1. The largest outdoor theme park in Bandung 2. Affordable 3. Strategic location near downtown 4. Complete facilities such as praying room, toilet, cafeteria, game zone and large parking space
Opportunity
There is no other outdoor theme park in Bandung except Bandung Carnival Land
Weakness 1. 2. 3. 4.
Lack of promotion No clear competitive advantage Inconsistent brand identity Facilities are old and not maintained well 5. Not enough employee to stand by in every game 6. Very limited space
Threat 1. Trans Studio Bandung is the largest indoor theme park in the world. 2. Kampung Gajah and Jendela Alam are bigger than Bandung Carnival Land 3. Land contract is soon to be expired
Presentation guidelines
Introduction to Problem
What’s happening to BCL?
Getting to Know Forces Surrounding
Environmental Scanning
Analysis
Strategic Brand Analysis
Tourism Behavior Analysis
Branding Concept and Insight
New Emotional Branding Strategy
Customer Insights
Branding Guidelines
Creative Brief
Branding Strategy Timeline
Branding Initiatives
Cross Communication Scenario
Customer Relationship Strategy
Branding Implementation Plan
Action Plan Timeline
New Emotional Branding Strategy
Goals The most wanted theme-park experience in Indonesia for everyone, emphasizing culture, funeducation, and entertainment.
Objectives 1.Coming up with an all-new concept (re-branding) by emphasizing culture, fun-education, and entertainment (all on one package). 2. Increasing number of visitors into 750.000 visitors a year. 3. Newest attractions (the first kind of attractions in Indonesia). 4. High standard of safety system. 5. More selective in recruitment process for human resources. 6. Rebranding in Branding Kits including brand identity, logo, mascot, and concept of official merchandise (Unique, high quality, original), exterior and interior Design.
Target Market BCL’s initial expectation
Segmentation
Demographic
Geographic
Psychographic
Existing
Potential/Additional
Priority 1
Priority 2
Priority 3
Male and Female 16 – 30 years old (Young adult)
Male and Female 6 up to 15 years old; 30 - 60 years old
Male and Female 25-60 years old
Student/Fresh Graduate
Family/Education group
Recreational spending of Rp 1 – 2 million per month
Recreational spending of Rp 1 – 2 million per month
Recreational spending of Rp 4 – 6 million per month
Domestic (Especially around Java Island)
Domestic (Especially around Java Island)
International tourist (Especially from Asia and Australia region)
Experiencers and adventurous Experiencers and adventurous
Family/Travelller
Experiencers and adventurous
Main Concept
Entertainment
Culture
Fun-education
Logo The first element represents the new concept of Bandung Carnival Land which are Entertainment, Culture, and Education. a. Entertainment is represented by the illustration of roller coaster (named “Puncak Jawajaya” attraction) and giant wheels (named “Kincir Raksasa”). b. Culture is represented by the illustration of Candi Borobudur. c. Education is represented by the color itself which is Blue. Bluevsymbolizes professionalism, serious thinking, integrity, sincerity, and calmness. Blue is also associated with authority and success which mostly use by the academic institutions.
Tagline
Dream is the one that you desire but you haven’t got yet. While splendid is something that awesome, wonderful, crazy, amazing, spectacular, but still in a positive way. So basically this tagline means that everyone or all of you, no matter where you are, where are you come from, who are you, what is your background, and other kind of things which are not important for us, can visit Bandung Carnival Land to get all of their own splendid dream to be experienced at Bandung Carnival Land.
Your lifetime experience Your means that every people that visit Bandung Carnival land, without any exception, will get this lifetime experience. And those experience are theirs for their own, and it’s up to them whether they want to keep it by themselves or share the wonderful experience to others. Lifetime means that it is going to be remembered as long as they could remember. It is going to be remembered because it will be a splendid, awesome, amazing, and the happiest memory and moment for them.
Experience means that Bandung Carnival Land is not just merely an object, it is far beyond that. In BandungCarnival Land, your emotion and memory are involved too while enjoying our environment, attractions, games, and everything that we offer only just for you.
Brand Mantra
MASCOT
Capabilities •
Internal Culture and Values • • • • • •
Professinalism and integrity Trust and honesty Kindness and politeness Best quality in everything Moderinity Lifetime experience
• •
One full package of entertainment, fun-education, and culture Newest attraction which is the first in Indonesia High safety procedure and maintenance
Personality • • • • •
Fun, exciting Modern Emotional approach Share knowledge Culture perspective
Brand Identity prism Note Purposes • • •
Preserve Indonesian Culture and Heritage Educate people about practical business (menenun, leather craft, etc.) Develop Bandung tourism
Shared Values and Community Aspirational self-image •
• •
A place where everyone can experience what theya ctually desire in their most splendid dream Pride of Indonesia Support Indonesian local businesses
Street vendors who live surround Bandung Carnival Land will be given Free business coaching to develop their own business which in th ened will also give positive impact to BCL
Branding office kits office stamps
name card brochure
Website
website
merchandise
merchandise
merchandise
merchandise
Presentation guidelines
Introduction to Problem
What’s happening to BCL?
Getting to Know Forces Surrounding
Environmental Scanning
Analysis
Strategic Brand Analysis
Tourism Behavior Analysis
Branding Concept and Insight
New Emotional Branding Strategy
Customer Insights
Branding Guidelines
Creative Brief
Branding Strategy Timeline
Branding Initiatives
Cross Communication Scenario
Customer Relationship Strategy
Branding Implementation Plan
Action Plan Timeline
Tourism Behavior Analysis Contact Points Social Media LINE, Instagram, Path, Whatsapp Transportation Private Car, Angkot Magazine Detik.com, Kompas.com (Online readings) TV Channels Youtube (Online TV channel) Fashion Brands Sports Brand (Nike, Adidas, etc) Food Sushi Places University (school), Mall, Minimarket Idols Parents
Presentation guidelines
Introduction to Problem
What’s happening to BCL?
Getting to Know Forces Surrounding
Environmental Scanning
Analysis
Strategic Brand Analysis
Tourism Behavior Analysis
Branding Concept and Insight
New Emotional Branding Strategy
Customer Insights
Branding Guidelines
Creative Brief
Branding Strategy Timeline
Branding Initiatives
Cross Communication Scenario
Customer Relationship Strategy
Branding Implementation Plan
Action Plan Timeline
Therefore, we will focus on the following media to be used as our branding initiatives: Angkot, Mall, Youtube, LINE, University and schools, private car, Instagram, Website, Minimarket, and Online Travel Agent.
Customer Insights
Presentation guidelines
Introduction to Problem
What’s happening to BCL?
Getting to Know Forces Surrounding
Environmental Scanning
Analysis
Strategic Brand Analysis
Tourism Behavior Analysis
Branding Concept and Insight
New Emotional Branding Strategy
Customer Insights
Branding Guidelines
Creative Brief
Branding Strategy Timeline
Branding Initiatives
Cross Communication Scenario
Customer Relationship Strategy
Branding Implementation Plan
Action Plan Timeline
Creative Brief Why are we advertising? We are advertising to: • Represent and inform the whole new branding of BCL • Attract new tires of target market
What’s the Consumer Problem We are Addressing? We are addressing the rather direputable image of BCL that we eager to change drastically.
Who are we talking to? We are mainly talking to our Priority 1 target market, but still with making sure that the Priority 2 and 3 to notice as well.
Consumer Insights We found that our Priority 1 target market is a unique do to their engagement in technology and internet.
What does our consumer think now? Our previous group (or our Priority 2 target market) is thinking that BCL is an affordable place for family or education group recreation.
Creative Brief What do you want your consumer to think/feel/do? We want audience to think that BCL is the very must-visit and well-concepted recreational place in Bandung, to feel that BCL is a happy and prestigious place that makes them want to visit repeatedly, and to do advocacy to as many colleagues they have with no shame of looking tacky.
What should we tell them? We should tell them at least 3 key promotional messages: • BCL is now a prestigious recreational place that emphasize on culture, fun-education, and entertainment. • BCL is a must-visit place in Bandung • BCL is for everyone, not only for family/groups with little kids
Why should they believe us? Our advertising audience should believe in us because BCL is known as one and only outdoor theme park in Bandung that is still exist until today, therefore we are proud to say that BCL is strong will to improve to produce more happiness in Bandung.
Creative Brief Brand Positioning Statement “The first and only splendid outdoor theme park in Bandung offerings culture, fun-education, and entertainment”
Tone and Manner We aim to represent the tone of excitement and splendor, in the manner of Indonesian culture and spirit.
Media Options Through tourism behavior analysis and fitting into our advertising objectives are: Angkot, Mall, Youtube, LINE, University and schools, private car, Instagram, Website, Minimarket, and Online Travel Agent.
Mandatories Mandatories of any advertising kit of BCL are: • Presence of BCL Logo • Presence of BCL Mascot • Uniformity of color tone and font face • Uniformity of message being delivered in cross-media options
Presentation guidelines
Introduction to Problem
What’s happening to BCL?
Getting to Know Forces Surrounding
Environmental Scanning
Analysis
Strategic Brand Analysis
Tourism Behavior Analysis
Branding Concept and Insight
New Emotional Branding Strategy
Customer Insights
Branding Guidelines
Creative Brief
Branding Strategy Timeline
Branding Initiatives
Cross Communication Scenario
Customer Relationship Strategy
Branding Implementation Plan
Action Plan Timeline
Branding Strategy Timeline
Conditioning
Informing
Reminding
Cross Communication Scenario: Attention & Interest
Cross Communication Scenario: Search, Action, Share
Customer Relationship Strategy
Presentation guidelines
Introduction to Problem
What’s happening to BCL?
Getting to Know Forces Surrounding
Environmental Scanning
Analysis
Strategic Brand Analysis
Tourism Behavior Analysis
Branding Concept and Insight
New Emotional Branding Strategy
Customer Insights
Branding Guidelines
Creative Brief
Branding Strategy Timeline
Branding Initiatives
Cross Communication Scenario
Customer Relationship Strategy
Branding Implementation Plan
Action Plan Timeline
Cross Communication Scenario
Communciation Initiatives
Attention
Interest
Search
Action
Share
Geurilla Marketing
Official Website
OTS Ticketing
Customer Review
Viral Video
Youtube
Online Travel Agent Partnership
Customer Post
Minimarket Partnership
LINE Sticker
Group Package
Keyword & SEO Optimizer
University Ambassador
Regram and Win
Unique Billboard Local Stalls Signage
Presentation guidelines
Introduction to Problem
What’s happening to BCL?
Getting to Know Forces Surrounding
Environmental Scanning
Analysis
Strategic Brand Analysis
Tourism Behavior Analysis
Branding Concept and Insight
New Emotional Branding Strategy
Customer Insights
Branding Guidelines
Creative Brief
Branding Strategy Timeline
Branding Initiatives
Cross Communication Scenario
Customer Relationship Strategy
Branding Implementation Plan
Action Plan Timeline
Customer Relationship Strategy
Online
Offline
Fully Integrated Website Direct Mail Social media
Annual Pass Feedback Birthday Discount Special Employee
Presentation guidelines
Introduction to Problem
What’s happening to BCL?
Getting to Know Forces Surrounding
Environmental Scanning
Analysis
Strategic Brand Analysis
Tourism Behavior Analysis
Branding Concept and Insight
New Emotional Branding Strategy
Customer Insights
Branding Guidelines
Creative Brief
Branding Strategy Timeline
Branding Initiatives
Cross Communication Scenario
Customer Relationship Strategy
Branding Implementation Plan
Action Plan Timeline
Action Plan Timeline Plan Geurilla Marketing Viral Video LINE Sticker University Ambassador Billboard (unique concept) Local Stalls Signage Group Package (schools) Regram and Win Official Website Youtubue Channel Keyword & SEO Optimizer Instagram On the Spot Ticketing Online Travel Agent Partnership Minimarket Partnership Review of BCL in Website Post and Get Special Promos
May’16
Jun’16
Jul’16
Aug’16
Sep’16
Oct’16
Nov’16
Dec’16
Jan’17
Feb’17
Mar’17
Apr’17
Thank You!