Campaign of 1000 Islands called "1000 Lens" as the 2nd selection of The Recruit Maverick by Michelle Marietta Secoa from University of Indonesia. Let's capture 1000 Lens of 1000 Islands!!

1. 1 00 LENS
Michelle Marietta Secoa
Universitas Indonesia
Campaign of Thousand Islands Indonesia 2017
1000 Lens for 1000 islands

2. THOUSAND ISLAND BACKGROUNDS
108.000 ha
2 subdistrict (South and North)
110 islands with Pramuka as capital district
Activities Eco and Water Tourism and Sport Activities,
Sightseeing, Island and Beach Hoping, Historical Tour,
60 owned by private sectors (indvidual and corporate),
dominants for office, commerce and service area
(beritasatu.com)
Famous Island : Tidung, Pari, Harapan, Bidadari,
Pramuka, Ayer, Pantara, Sepa, Untung, Lancang Kecil
2014 almost 2 million tourist, 1,7 million local and
12.000 international tourist (District Administration
Government)
2015about 2.000 visiotors per week
(wartakota.tribunnews.com)

3. WHAT’S THE PROBLEM?
ACESS AND FACILITIES PROBLEM
1 Privatitation island that contrast with DKI Jakarta
2 Government rules (porosjakarta.com)
3 Environment Problems
2014, 25% bad condition of Diving Spot (about 2-3 out of 10) in
Pramuka Island (Megapolitan.kompas.com) Clean water, habour
safety, only have 30% of coral reefs (travel.kompas.com), only 3
waste management that operates out of 11 (tribunnews.com)
4 Criminalization Potential to local citizen by private
sector, like in Pari Island (tempo.co)
5 Supporting Funds, Lack of Facilites (ATM)
6 Transportation and Acommodation centralized only
in certain island
3 market in Pramuka, Untung Jawa and Tidung Kecil Island
(infonitas.com)
PROMOTION PROBLEM
Only 11 island be prioritized by district government and get
attention from local tourist
Local tourist packet is more unknown
Lola Finalist of Abang None
Thousand Island 2014
Andre Leader of Greenpeace
Youth Indonesia
Bolang Founder of Kompas
Khatulistiwa
“Promoting Thousand Island has to
followed by government’s will to fix
the transportation and develop local
houses in those island”
“If we want to travel and become
tourist in Thousand Island, we have
to care more about the environment;
trash, water pollution and others”
“There should be a planning to make
sustainable tourism program for
Thousand Island. Conservation have
to be done more than just
commercialization.

4. THEREFORE, THE IMPORTANT THINGS ARE:
promote the whole island in Thousand Island
support government development plan to raise Thousand Island infrastructure
invite local tourist to come and also care more to Thousand Island
Thousand Island Visitors reaches 1/5 of total tourirst in Bali Island
(ASITA BALI, 2014, pulauseribu-resorts.com)
50 island potentially being developed (beritasatu.com)
Government efforts to free private island and open it for public
especially displaced island (poskotanews.com)
“Hope to prioritize another 39 displaced island”-Tri Djoko, Thousand
Island Recident’s Officer (okezone.com)
Government will to increase local Tourist, so Thousand Island will
have strong existence like Bali and Bunaken (crossing facilities,
transportation subsidy, do water clean program)
POTENCY OF THOUSAND ISLAND

5. 1 purpose
to promote Thousand Islands to Indonesia’s people as
one of the best local tourism destination
10 campaign activities
consists of offline and online engagement programs
with various supporting partners
100 days
campaign series on 2017, starts from 8th September
to final closing in Nusantara Day 13th December
1000 lens of island
main theme of this campaign
Trying to introduce precious and various sigth and
view of Thousand Island, NOT ONLY CERTAIN
FAMOUS ISLAND
Encourage Indonesia people to capture lens of beauty
and uniqueness among 128 islands in Thousand
Islands Regency
OBJECTIVES
Cognitive
Give knowldge and common understanding about
Thousand Island, focusing not only the famous islands,
includes information about Indonesia government’s
development plan and the series of the campaign
2016
Affective
Engage people to be more care, proud and put
attention o the precious Thousand Island as one of the
main tourism site of Indonesia
Behavioral
Empower people to visit and enjoy view and sight
tourism of Thousand Island and share the experiences
and thoughts to other Indonesia people. Empower
people to care more about Thousand Island, include
the environment.
1 00 LENS CAMPAIGN
“every single island is worth it to be captured in 1000
lens. So let’s take 1000 lens of Thousand Island”

6. Project scopecampaign
participants from all Indonesia
Targeting youth and young
adult of Indonesia (18-30 years
old) who actively use social and
online media
POTENTIAL PARTNER
Travel Agency . Thousand Island Community . Putra
Putri Bahari . Pemerintah Kabupaten Kepulauan
Seribu

7. STRATEGY 1 GIVING
INFORMATION
(cognitive)
1 day gathering media and journalist to launch the
campaign with central and Thousand Island regency
government
1 day session, introduces Thousand Island in several
activities such as talkshow, panel discussions &
seminars in big cities around Java, Sumatra,
Kalimantan, and Sulawesi.
Information content such as poster, picture, words,
and mini video to promote the campaign and
Thousand Island as one of the best place to visit by
local tourist. Highlight the view and sound of
Thousand Island as attractive content. EX:
advertisement in radio with audio gimmick that
make people hear the sound of water
2. Educational Roadshow in 10
cities in Indonesia
3. Promotion and Socialization (radio,
billboard, website, online advertisement)
1. Press Conference
www.jakarta-tourism.go.id

8. STRATEGY 2 GIVING
ATTRACTION
(affective)
4. Video Project & Screening with
Indonesia’s Youth Singers
5. National Writing Competition
“Dream Journey to Thousand
Islands”
6. Line Sticker & Application
Project with Thousand Island
Theme
Make 3 minutes music video that highlight the view
of Thousand Islands in pop genre with top singers
from Indonesia; GAC
Top 5 winner will given chance to realize their drem
and visit Thousand Islands
Line Sticker Series which portrait view of several
islands in cartoon look with some dialogues
Special application (Android & IOS) about (1) news
update from government (2) games (3) basic
information like map, list of island, accomodation (4)
promotion and prize from different local & private
tourist service (5) group chi-chat and photo sharing
for tourist (6) update news from government

9. STRATEGY 3 GIVING EMPOWEREMENT
(BEHAVIORAL)
7. Vlog National Competition in Youtube “1 day 1
islands”
8. Short Film National Competition
in Youtube
9. Snapchat
Charity
10. Collecting 1000 lens of photo in the end of campaign in 13th
December 2016 as Nusantara Day
Invite young people to visit Thousand Island in 1 day
and do 10 minutes Vlog (Video Blog) and join the
competition to be the top 3 winner
Invite film maker and enthusiasm to create 15
minutes short film in Thousand Islands with “Eco
Tourism” main theme and be the top 3 winner
Invite local tourist to do
snapchat during their visits
and submit to join the
charity. 1 snapchat equals to
RP 1.000,00 that will be
contributed to sea and island
maintenance
During 100 days of campaign, tourist can submit
their photo with theme “togetherness” to be
participated in
1000 lens of photo’s frame as the
final campaign which will be released in 13th
December as Nusantara Day in campaign website
www.1000Lens.com

10. MEASUREMENTinternal and external evaluation
Testimony
QUANTITATIVE
QUALITATIVE
Word of Mouth
Positive Tones of Media Coverage and News
Online Survey & Feedback through social media and
website
Ratings in application, number of application and line
downloads
Number of media coverage, social media discourse (includes hastag, sharing post,
views, trending topic and followers), advertising rating and website traffics
Number of local tourist
Number of program and competition participants

11. COMMUNICATION
PROGRAM
2017
JAN FEB MAR APR MAY JUN JUL AGS SEP OCT NOV DEC
Preparation (proposal,
administration, permission,
internal meetings , sponsor and
partnership)
STRA-
TEGY 1
Press Conference
Educational
Roadshow
Promotion and
Socialization
STRA-
TEGY 2
Video Project’s
Screening
Writing Competition
Line Sticker and
Application Project
TIMELINE
Campaign Period: 5th September-13th December 2017 (100 days)

12. COMMUNICATION
PROGRAM
2017
JAN FEB MAR APR MAY JUN JUL AGS SEP OCT NOV DEC
STRA-
TEGY 3
Vlog Competition
Short Film National
Competition
Snapchat Charity
1000 lens of photo
Evaluation and Monitoring
“A WISE TRAVELER NEVER DESPISES HIS OWN COUNTRY”
-Carlo Goldoni-
1080.plus

13. BUDGET ESTIMATION
COMMUNICATION PROGRAM TOTAL
Press Conference (accomodation, media invitation) Rp 25.000.000,-
Educational Roadshow Expense Rp 150.000.000,-
Volunteer and Internal Team Expense (includes proposal,
administration and preparation)
Rp 75.000.000,-
Advertisement, Publication and Media Promotion Rp 185.000.000,-
Application, Line Sticker and Website Development (account
expense, monitoring, officer)
Rp 300.000.000,-
Competition and Prize (Vlog, Writing and Short Film) Rp 50.000.000,-
Video Project Budget (transportation, singers expense, other
equipment)
Rp 160.000.000,-
Documentation Rp 6.000.000,-
Evaluation and Monitoring Rp 5.000.000,-
TOTAL Rp 956.000.000,-

14. Pinterest.com
“ONE THOUSAND ISLANDS START WITH
ONE INDONESIA”
-Michelle Marietta Secoa-
THANK YOU