Indonesia is a country which has high number of potential youth. It can be seen from the shape of population pyramid which shows a large population of adolescents and the result of population census in 2010 which shows that 32% of the population is youth aged 15-30 years old. Youth is considered as potential target for some organizations and brands, not only for its number but also the prediction that youth will be loyal to the organization and brand once the intimate relationship built. In youth expenditure, transportation, food and beverages, communication and phone call, fashion shopping and entertainment are the top 5 (Markplus Insight, March 2013)
The Ministry of Tourism and Creative Economy, the main authority in promoting the tourism and creative economy in Indonesia is also aiming at youth to have their vacation in Indonesia by provicing communication channel like twitter, facebook, instagram, path, youtube, application, and creative events such as Carnival, Exhibition and Parade in every tourism spot in Indonesia. Unfortunately, the tourism spots in Indonesia have not been in the top of mind Indonesia youth to choose the tourism destination. From the deep interview and group discussion, the majority of top of mind youth choice expected and chose tourism destination located in other countries like New York, London, Santorini, Venice, Siberia Trip, Jepang, Korea Selatan, and Hong Kong. They have been affected by movie consumptions constructing their mind that those places are beautiful, romantic and aesthetic. Indonesian movies like 99 Cahaya Langit di Eropa (99 lights above the Europe’s sky), Ayat Ayat Cinta (The Love Verses), Habibie & Ainun, Laskar Pelangi 2 (The Rainbow Troops 2), The Raid 2 also use the setting in other countries. It results in the youth’s thought that “going abroad for tourism is the pride”. In the statistics released by The Ministry of Tourism and Creative Economy and Central Agency on Statistics, it has been shown that the number of tourists having domestic trips is less than foreign tourists. In 2013, there were only 250,036 domestic tourists while there were 826,821 domestic trips from abroad in August 2014, compared to 771,009 trips in August 2013.
This case top of mind choice implies that Indonesian Tourism brand using the tagline “Wonderful Indonesia” has not attracted the youth. Meanwhile, the identity is not only the Indonesian tourism distinction but also the perception of the recent condition of tourism and creative economy in Indonesia. From the findings obtained through deep interview and group discussion, the construction of perception on tourism can be built through movies. Movie provides artistic original soundtrack, emotional plot and constructive setting of visual to take a trip. Subconsciously, movie, as part of creative economy, has the potential to be the public relation device to strengthen the identity and construct a message to the mindset of its stakeholders. Then, how can the identity be established in the youth’s mind?
Identity is a state of having unique identifying or individual characteristics by which a person or thing recognizes or defines itself (Oliver, 2010). Managing corporate identity is about identfying the right image for organization, and communicating it effectively (Wood, 2001). It is a vital aspect of motivating a wide range of stakeholders. One of the key issues of corporate identity management is its role in achieving overall organisational strategic objectives. But, managing and identity well means embracing all aspects of what Van Riel (1995) calls the corporate identity (CI) mic – sybolism, communication and behaviour. There are many tools to delivered messages about corporate identity. One of best way for youth as target audience is using video news release. The video versions of news releases are known as VNRs, which are basically news stories produced for television. They include footage with a series of video images plus sound bites of quotes from sources in the story. The advantages of these video releases are that they are cost-effective for the TV station, which doesn’t have to expend resources to shoot the video, and they provide the station with images and sound bites that could be inserted into locally produced news stories. There are mixed views on the efficiency of these. Some VNRs have gad spectaculer success because they fulfil the various criteria of being colorful, relevant, interesting and etc.
Similar to company brand images, the identity of tourism in Indonesia must be integrated well to be able to reach the target audience. The identity known as ‘wonderful Indonesia’ must be reflected in symbol, communication, and habit. To be able to create eye-catching and meaningful news release video of ‘wonderful Indonesia’, the involvement from economics and creative sectors is needed.
Creative economy consist of several sections like architecture, design, film and videography, music, handicraft, culinary, visual art, performing art, television and radio. Creating a catching and meaningful video news release about ‘wonderful Indonesia’ must involve the stakeholders from the sections mentioned above. Starting from the concept of wonderful architecture in the tourism objects, accompanied by traditional music composition, showing the culinary and handicraft for souvenirs then packed into an interesting film.
The concept of ‘wonderful’ must be socialized well toward youngsters. One of campaign approach by Ketchun Public Relations that is effectiveness yardstick. The yardstick approximates the hierarchy of effect for easy application, by combining the steps of the domino midel into three level of effect. The first level, called the basic level, measures outputs, or exposure in MCGuire’s (1989) terminology, such as total placements and number of impressions. The second level, called intermediate level, measure outgrowths, such as whether target audience have received messages directed at them, whether they have retained them. This corresponds to steps of attention, comprehension, interest, and memory storage in McGuire’s model. And the third level, called the advanced level, measures communication outcomes, such as oppinion, attittude, or behaviour change. The first step for exposure and get impressions that is video news release not only appearance on online such us youtube but also on every public space are like cinemas. Maybe 21 or XXI can makes CSR through insert the video news release before starting the movie. Exposure, this, unfortunately, is where most communication programs begin and end with getting the messages out.
The identity is not merely a published symbol but it must be reflected in daily habit and in tourism spots. The Ministry of Tourism and Creative Economy has a big role in reflecting the identity to show that tourism and creative economy are really applied as told, by integrating the sections in tourism starting from the architecture of the dorm, the Indonesian traditional costume, handicraft for souvenirs. All those things must be wonderful, in word and in fact.
References and Further Reading
Erica W. Austin dan Bruce E. Pinkleton. (2006). Strategic Public Relations Management. New Jersey : LEA.
Oliver, Sandra. (2010). Public Relations Strategy. London : Kogan Page.
Theaker, Alison. (2001). The Public Relations Handbook. London : Routledge.
Month Report Kemenparekraf and BPS 2014 – 2013.
Industry and Creative Study’s Book 2013 from http://gov.indonesiakreatif.net/publication/buku-studi-ekonomi-kreatif/
by : Arfika Pertiwi Putri & M.Gustiasa
Finalist Public Relations Study Forum UNPAD 2014