ER
THE MINISTRY of Tourism and Creative Economy awarded the 2021 Co-Branding Awards to a number of brands that became co-branding partners of ‘Wonderful Indonesia’ to strengthen the ‘Wonderful Indonesia’ brand in increasing promotion of the tourism sector and Indonesia’s creative economy.
According to the Minister of Tourism and Creative Economy, Sandiaga Uno, on the 2021 Co-Branding Awards which took place at the Soesilo Soedarman Hall, Jakarta, Monday (12/06) evening said this award is a tangible form of the partnership between the Ministry of Tourism and Creative Economy and the brand a leading brand in Indonesia in order to revive the tourism sector and the national creative economy.
“We need to partner, join hands, and work together. The collaboration with 52 well-known brands in Indonesia is expected to be able to revive the national economy and open up the widest possible employment opportunities for the people of Indonesia. In addition, this collaboration is expected to increase the brand ‘Wonderful Indonesia’, in all sectors of people’s lives, including on digital platforms,” he said.
He explained, it means that we have to be present on many digital platforms. We have to make sure that the screen that follows us, ‘Wonderful Indonesia’ is also present. In addition, I also hope that the ‘Wonderful Indonesia’ brand can be present in Fast Moving Consumer Good (FMCG) products that are closely related to everyday life.
“This is an opportunity for us in the future and I believe that the more ‘Wonderful Indonesia’ brands cooperate with your brand, the Indonesian people will feel a significant impact. Especially in the context of the revival of the national economy,” Sandiaga remarked.
Regarding the ‘Wonderful Indonesia’ brand itself, Sandiaga said, based on the Travel and Tourism Competitiveness Index (TTCI), Indonesia is ranked 40 out of 140 countries. Outperforming friendly countries in Southeast Asia such as Malaysia and Vietnam.
“This shows that our tourism brand strategy is working optimally. But I am not satisfied, I think we must improve the Wonderful Indonesia (brand) to have stronger equity,” he stated.
Meanwhile, the Deputy for Marketing at the Ministry of Tourism, Nia Niscaya, explained that there were four categories of assessment that became the benchmark for the 52 brands in this award. The four are The Most Participative Brand, Most Creative Brand, Most Collaborative Brand and The Best Associate Brand Exposure.
“The Co-Branding collaboration carried out by the Ministry of Tourism and Creative Economy of the Republic of Indonesia with corporations has three main goals, namely increasing the Wonderful Indonesia brand equity as an Indonesian tourism identity, expanding market penetration and reach, and sharing resources from all parties involved,” concluded Nia. [traveltext.id]
