Indonesian tourism ministry partners AXN Asia to lure tourists with original TV series

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The Ministry of Tourism and Creative Economy of Indonesia (MOTCE) has partnered AXN Asia, owned by KC Global Media Asia, to launch an original TV and digital series, AXN Ultimate Challenge Indonesia. Minister Sandiaga Salahuddin Uno from MOTCE said that the ministry hopes to introduce Indonesia's destinations - Labuan Bajo, Mandalika and Bali in particular - and get viewers interested to visit the country.

The series consists of six 15-minute episodes that highlight Indonesia's diverse cultures, gastronomic delights, and wonders of nature; as well as activities visitors can take part in such as surfing, snorkelling, flyboarding and paragliding. AXN Ultimate Challenge Indonesia follows Indonesian celebrities Afgansyah Reza and Isyana Sarasvati, and their partners, as they journey through the three iconic islands and take part in challenges that put their minds, brawn, and social media prowess to the test.

George Chien, co-founder, president and CEO of KC Global Media Asia, said that the series demonstrates AXN Asia’s continued commitment to Asian original productions across multimedia platforms to put Asian personalities and destinations in the spotlight.

"Indonesia is one of the Asian countries with diverse landscapes and cultures, offering exciting and unique adventures. Our partnership with the Ministry of Tourism and Creative Economy of Indonesia provides us with greater opportunities to showcase the picturesque sceneries of Indonesia,” he added.

AXN Ultimate Challenge Indonesia will premiere on AXN Asia every Thursday and Friday, from 25 November 2021, and stream on AXN Asia's YouTube channel every Saturday, from 27 November 2021.

Additionally, viewers can take part in the AXN Ultimate Throwback Challenge from 25 November to 13 December and stand a chance to win a DJI Osmo Pocket 2, a three-axis stabilized handheld camera. Viewers will simply need to share their fondest memory of their favourite destination in Indonesia on social media. The participant with the most heart-warming memory will be selected will be selected as the winner and be crowned AXN Asia’s Ultimate Travel Insider of Singapore.

AXN Asia's Instagram account will also include posts of unaired scenes from the series, as well as stories of everyday Indonesians in the islands including Ni Komang Trisa Dewi, who has been working as a guide at the Bali Turtle Conservation for the past two years because of her deep love and dedication to rescuing injured turtles, and Bobby Hanafi whose passion for preserving the rich culture of Sasak Village has journeyed him from a guide in 1996 to the current day village manager. MARKETING-INTERACTIVE has reached out to AXN Asia for additional information.

Meanwhile, on an industry level, Traveloka had also reportedly partnered with over 27,000 of its business partners earlier in March to hold a mega sale, aimed to revive the tourism sector in Indonesia. Quoting VP of market management accommodation at Traveloka, John Safenson, Kompas said the sale was an opportunity to help its business partners boost sales, as well as encourage consumers in Indonesia to keep travelling and purchasing travel and lifestyle products. The sale consisted of travel and lifestyle products that were heavily discounted, some even up to 80%.

Separately, the Singapore Tourism Board (STB) called for a PR pitch in Indonesia last month. The appointed agency shall provide PR consultancy services for STB Indonesia for a period of two years from 14 January 2022 to 13 January 2024. The overall budget of the RFP is estimated at a range of IDR 5,171,595,993 to IDR 6,464,494,991, inclusive of taxes and out-of-pocket expenses. According to the tender, the scope of the appointment will be focused on tourism recovery. The appointed agency will assist STB Indonesia in PR efforts to prepare for tourism recovery, with the objective of maintaining Singapore as the top of mind destination of Indonesian travellers.

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