INDONESIA IN 24 HOURS
1.
W hat to say •
Giving an experience of Indonesian culture, heritage, and tourism.
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Prove that Indonesia has unbeatable experience compare to other country. So Indonesian people could be proud of its nation treasure.
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To increase foreign exchange earnings.
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To give the endless happiness and experience through Indonesian heritage.
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To give people a point of view about things in Indonesia. They don’ t have to waste their money to go to another country for having fun, Indonesia definitely has more things for having fun. And it’ s cheaper.
2. Keyword Indonesia, traditional, rich, culture, travel, beauty, stunning, fun, art, culinary, games, mountain, sea, welcome, warm, lost, historical, treasure, endless, limitless, diverse, nature, city, village, primitive, languages.
3. Product insight •
Not proper facilities on some of places in Indonesia e.g. dirty toilet, not comfortable lodging, hard to find transportation, etc.
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Long distance
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Not metropolitan city in Indonesia has a cheaper life-span cost
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Not familiar with the places, scared of being lost
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Hard to arrange the plan because of the not proper facilities
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Some of the places are still using their vernacular and not used to Indonesian language
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Some of the places still believe on myth and cling on their mores, so it hard to make them believe in us
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Traffic on high season e.g. Mudik, New Year, etc.
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Confusing direction to reach the place
4. USP •
Indonesia has several options of places and heritage
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Giving the advice per hour, so people can have the best time to do the things.
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Give a bucket list, so people could have fun! It’ s like a mission to complete ;)
5. Target market •
Gender: Female and Male
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A-B
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Geography: metropolitan city in Indonesia because it needs cost to travel so maybe it fits for metropolitan city people.
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Ages o
Teenager: 18-21
o
Young adult: 22-35
o
Adult: 35-45
6. Consumer insight •
Teenager: 18-21 o
Following the trend
o
Free
o
Hard to be regulated (susah diatur)
o
Some of them are seeking for experiences
o
Some of them are liking a glamour lifestyle
o
Mall oriented
o
Love to hang-out on Saturday night
o
Love trying new things
o
Productive
o
Social media oriented
o
Love taking pictures of what’ s trend
o
Got money from their parents regularly (per day/per week/per month)
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Young adult: 22-35 o
Seeking for something that make them happy because still has their own money e.g. travelling
o
Hang-out for refreshing
o
Working
o
Attending the wedding
o
Young family
o
Single and married
o
Like to travel with comfort
o
Still following the trend but already mature enough to know the boundaries
o
Social media oriented
o
Like a affordable cost for travel because they have their own money
o •
Spend everything by their own money
Adult: 35-45 o
Family with kids
o
Kids are growing up
o
Family oriented
o
Not up to date anymore
o
Travel is an option for family time (holiday)
o
Travel with comfort
o
Well planned travel
o
Mature
o
Professional
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Higher income
o
Higher position on their office
o
Travel for refreshing and leisure
o
Budget is not the matter, the important thing is comfort
o
Want to be recognized by social-status
7. Competitor •
Travel agent that already popular and has some links with a trusted transportation and lodging company (e.g. Air Asia, Garuda, etc)
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Travel company that already done some researches so the statements are valid and they are experienced
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Direct: Tripadvisor, Valadoo, Jalan-jalan Men
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In-direct: Traveloka, Booking.com, Agoda, Raja Kamar
8. Look and feel
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OPTION 1: Adventurous, Fun, Exciting
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OPTION 2: Leisure, Exciting, Elegant
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OPTION 3: Fun, Exciting, Family
9. Media •
18-21: Restaurant, Mading, Social Media, Website, People, Youtube video, Cinema
!
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22-35: Restaurant (Café), Social Media, Cinema, Talkshow
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36-45: TV Cable, Newspaper, Website, Talkshow
ART DIRECTION | TERM05 VISUAL REFERENCE WEEK06 - Wednesday, November 19th 2014
Option 01 – Leisure, Exciting, Elegant, Clean
Typographic style
ART DIRECTION | TERM05 VISUAL REFERENCE WEEK06 - Wednesday, November 19th 2014
Option 01 – Leisure, Exciting, Elegant, Clean
Color schemes options
ART DIRECTION | TERM05 VISUAL REFERENCE WEEK06 - Wednesday, November 19th 2014
Option 01 – Leisure, Exciting, Elegant, Clean
Photography Expression Feel
ART DIRECTION | TERM05 VISUAL REFERENCE WEEK06 - Wednesday, November 19th 2014 Layout: the use of whitespace
Option 01 – Leisure, Exciting, Elegant, Clean
ART DIRECTION | TERM05 VISUAL REFERENCE WEEK06 - Wednesday, November 19th 2014 Color schemes options
Typography
Option 02 – Fun, Happy, Friendly
ART DIRECTION | TERM05 VISUAL REFERENCE WEEK06 - Wednesday, November 19th 2014 Layout
Option 02 – Fun, Happy, Friendly
ART DIRECTION | TERM05 VISUAL REFERENCE WEEK06 - Wednesday, November 19th 2014 Element
Option 02 – Fun, Happy, Friendly