See you in Indonesia, says tourism ministry in nostalgia-invoking film

Indonesia's tourism ministry is encouraging domestic travellers to explore the country with its new film #DiIndonesiaAja (#seeyouinindonesia), which was shot across four locations - Bali, Banyuwangi, Yogyakarta and Bintan. Done in collaboration with M&C Saatchi Indonesia and renowned Indonesian film director Sim F, the video captures the beauty of Indonesia - from its wildlife and biodiversity, to cultural heritage, its scenic beauty, its myriad of cuisines, craft and handiwork, hidden gems, adventures and oral history. 
 
The film was shot by directing the talent to remain still mid action, including props that were frozen by rigging them with blue boxes and wires, which were removed later in post-production. While frozen, the camera panned creating a 3D effect, while still in motion. CG was used to depict animals and birds. The film illustrates the country waiting to be visited, at the same time, highlighting messages of cleanliness, health and safety and social distancing. The film runs across digital and social media channels.

Anish Daryani, CEO of M&C Saatchi Indonesia, told MARKETING-INTERACTIVE that the team came up with the creative concept based on the insight that individuals were missing their favourite destinations in Indonesia and likewise, the places in Indonesia were also missing their presence. "This translated to how everything one admires about Indonesia is waiting to be rediscovered," Daryani said.

He explained that the frozen moments are analogous to time standing still, amplifying that Indonesia is waiting for travelers and that it would safely welcome them whenever they arrive. That said, it was a challenging task to produce a tourism film in the midst of a pandemic. The team travelled across many destinations over three weeks, with strict adherence to COVID-19 protocols.

When asked about his takeaways when filming during the pandemic, Daryani said less is more. "Fewer people, smaller crew, more productive output and more safety for everyone," he said. He added that good things take time and especially during the pandemic, it takes longer. "The show must go on, so never say never," he said.

The Wonderful Indonesia campaign is the first one to be launched by the Ministry of Tourism that is looking to open up the country and welcome travellers, by initially promoting domestic tourism. It also captures Indonesia's three core experiences - culture, culinary and fashion.

Martini Paham, director, Kementerian Pariwisata dan Ekonomi Kreatif, said the campaign aims at creating nostalgic yearning to visit the wonders of Indonesia, in line with its direction to promote domestic tourism #DiIndonesiaAja. "This campaign will make the #wonderfulindonesia brand stronger in the minds of people, and they might consider Indonesia over other countries as their go-to destination once we return to normalcy," Paham added.

ECD Dami Sidharta also said that the people living off Indonesia's tourism industry are being hit the hardest by the pandemic. Hence, doing something that can give them hope is very important. "Telling the local travellers that these people, and all of the wonders, beauty and warmth of Indonesia are still there waiting for them to come back is our way to do just that," Sidharta said.

M&C Saatchi Indonesia was appointed last September to manage creative duties following a pitch which saw 90 agencies participate, including WOW Komunindo, Kadence International, Lintas Cipta Media and Gemilang Kreatif Indonesia, among others. The account is valued at more than IDR3 billion, according to the ministry's website, and the integrated marketing campaign is expected to launch next year across China Japan, South Korea, Germany, the UK and US. It will be accompanied by a local campaign to promote domestic tourism. The ministry's director, Martini Paham, previously said that M&C Saatchi Indonesia’s approach was fresh, insightful, and it believes will instill confidence among travel enthusiasts to feel welcome in the country.