This paper will analyze the communication and media pattern of POSE strategy (Paid Media, Own Media, Social Media and Endorser). This paper will know how communication and media strategy to increase brand equity of Wonderful Indonesia as tourism brand. This paper will contribute to increase the effectiveness of communication and media strategy to increase brand equity and gain the 20 Million tourist in 2019 as the target of the Indonesian Government. This research will know about how communication and media strategy by The Ministry of Tourism increase brand equity of Wonderful Indonesia?. This not In best perform, the number of competitiveness can increase if the strategy find the quick win to be more effective. World Economic forum release that number of competitiveness of Indonesia in tourism increase from 65 to 47 in 2017. This growth indicate that campaign of brand Wonderful Indonesia as a national branding for Indonesian tourism is in good performance. Indonesian growth is 25,05% and ASEAN Growth only in number of 7%. The national media, The Jakarta Post release that Indonesia Tourism growths top Malaysia, Singapore and Thailand. National branding of Wonderful Indonesia brings Indonesia as the top 20 fastest growing destination in the world ( The Telegraph, 2017).
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