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THE MINISTRY of Tourism and Creative Economy has established a co-branding partnership with Nestle Indonesia as an effort to strengthen the promotion of tourism and the national creative economy so that it is hoped that it can encourage the revival of the community’s economy and open employment opportunities.
The cooperation was marked by the signing of a Memorandum of Understanding (MoU) by Acting Deputy for Marketing at the Ministry of Tourism, Ni Wayan Giri Adnyani, at the Sapta Pesona Building, Jakarta.
Ni Wayan Giri Adnyani at the signing of the MoU on the co-branding partnership with Nestle Indonesia, said that there are four marketing pillars contained in Government Regulation No. 50 of 2011 concerning the Master Plan for National Tourism Development. Namely market development, image building, promotion, and partnership.
The marketing programs that will result from this collaboration are expected to be able to touch the four pillars.
“The concept of mutualism that is promoted will certainly provide benefits for both parties. Both Wonderful Indonesia and Nestle can take advantage of each other’s networks to penetrate the market. Two big brands joining together should be able to create a very good image as capital in carrying out promotional activities, ” said Ni Wayan Giri Adnyani.
Giri said that in advancing tourism and the national creative economy, Kemenparekraf/Baparekraf certainly cannot work alone. “Collaboration is needed, which means that this collaboration does not end only on paper, there must be a real work program,” Giri noted.
The joining of Nestle Indonesia as a co-branding partner of the Ministry of Tourism and Creative Economy adds to the record number of Wonderful Indonesia partners. A total of 53 brands have joined, both national, multinational and international companies.
Meanwhile, Director of Marketing Communications at the Ministry of Tourism, Martini M. Paham hopes that the collaboration between Wonderful Indonesia and Nestle Indonesia can create many innovative things and strengthen the marketing activities of both parties.
The advantages of technology and infrastructure owned by Nestle Indonesia are expected to be additional ammunition in supporting the marketing programs of the Ministry of Tourism and Creative Economy.
“Nestle has been present in Indonesia for about 50 years. With this capital, Kemenparekraf/Baparekraf through the Wonderful Indonesia brand will get another perspective on how to develop marketing activities, both tourism and the creative economy,” said Martini Paham.
Likewise, the President Director of PT. Nestle Indonesia Ganesan R. Amplavanar explained that the tourism industry and Indonesia’s creative economy have tremendous potential, especially from an economic perspective.
The 2020 population census, which shows that around 53% of Indonesia’s population is from the millennial and gen-Z age categories, is certainly an attractive target market for both parties. Nestle’s products in Indonesia are closely related to these two market niches.
“Minister of Tourism and Creative Economy Sandiaga Uno revealed that there are 34 million people who live in the tourism industry and creative economy. Imagine the economic impact this industry has had on many people. We want to be part of the movement of the Indonesian economy through tourism and its creative industries,” Ganesan concluded. [traveltext.id]
