RI Ministry of Tourism - Tour de Jakarta 2016

July 2016

The Challenge

The RI Ministry of Tourism was tasked with attracting 12 million foreign visitors and 260 million domestic tourists; one avenue to achieve the target was through the development of the individual tourist market. Through Sports tourism, which was a rising trend, the Ministry aimed to execute a cycling event as a mix of sports and tourist attracting promotion. The Tour de Jakarta was listed on the international sports calendar and was selected by the Ministry as the event that could be used for its goal. The ministry sought an agency that could help it design and execute the event to achieve its goal and selected Inke Maris & Associates for the job. Designing the international event for 30 July 2016 using Jakarta’s main thoroughfare of Jalan Jenderal Soedirman and Jalan MH Thamrin required many logistical endeavours and coordination police, traffic and city agencies.

The Approach

Approaching the matter from a strategic point of view, first identifying stakeholders involved, IM&A served to coordinate with the UCI (Union Cycliste Internationale), Ikatan Sport Sepeda Indonesia (Local Cycling Association) as an extension of the Ministry to work together with the various stakeholders involved. Key to the Ministry’s goal IM&A develop a plan involving pre event activities to promote the event, executing of the event and media coverage activities to promote and sustain communications about the event.

The Result

Tour de Jakarta 2016 became the first international level cycling event in Jakarta with domestic and international racers. 19 Teams or 190 racers participated. Endorsed by the Minister of Tourism the event is now a regular warm-up event for the Tour de Singkarak. Minister of Tourism Arief Yahya said that the event was a positive activity that served to increase domestic and international visitors to Jakarta.

About Inke Maris & Associates

PR Agency Indonesia

Established in 1986, Inke Maris & Associates (IM&A) is a leading, independent PR Agency in Jakarta providing strategic counsel to businesses, organisations and public institutions. IM&A was recognised as the Best PR Firm in Indonesia after a survey conducted by Mix Magazine to over 100 Indonesian journalists nominated the firm for the PR Agency of the Year Award 2016. As PR and strategic communications consultants, our work falls into overarching and often intersecting areas of Public Affairs, Corporate Communications, Financial Communications, Marketing Communications, Issues & Crisis Communications, Capacity Building & Training, Social Marketing & PR Campaigns, Community and Stakeholder Engagement, Digital PR, Event Management.