The co-branding program by the ministry aims to invite local brands to participate in promoting Indonesian tourism through a co-branding partnership deal with the ministry’s tourism brands of Wonderful Indonesia for the global market and Pesona Indonesia for the domestic market.

“With the spirit of Indonesia Incorporated, the tourism ministry is inviting big, middle and even small brands and companies from all across the nation to collaborate through the co-branding partnership with Wonderful Indonesia/Pesona Indonesia. We hope that with this collaboration, the participation of companies and brands in promoting tourism sector will be bigger,” explained tourism ministry's archipelago tourism marketing development deputy, Esthy Reko Astuti who opened the workshop.

Esthy also said that the workshop was part of Wonderful Indonesia Co-branding Forum (WICF) that was held on August 10. The forum resulted in the MoU signing with 28 local brands such as Martha Tilaar, JJ Royal, Sarinah, Garuda Food, Alleira, Sababay Winery, Secret Garden and Krisna Oleh-oleh for a co-branding agreement.

The implementation of the co-branding agreement can be realized through brand placement on the packaging, outlet, promotional material, online media, events and special products.

According to the ministry’s tourism marketing strategy department acting assistant Hariyanto, the workshop in Bandung aimed to discuss the partnership agreements between the 28 brands.

“The end result would be a plan for Indonesian Tourism Co-branding Partnership Agreement. Brands which have signed the co-branding agreement will get several benefits such as media placement and involvement in MICE (Meeting, Incentive, Convention and Exhibition), cultural, nature and man-made events and festivals,” Hariyanto said.

The ministry’s strategic management special force Priyantono Rudito who attended the workshop explained that definition of co-branding is a partnership between two different brands that have equal brand equities. Both brands can either aim for the same market or go for a market crossover.

“Co-branding also saves the spending of each brand when it comes to advertisement,” said Priyantono.

The workshop was attended by 60 participants from the five brands who have signed the co-branding MoU, which includes PT. Kalbe Farma, Garuda Food, Tiket.com, Papatonk and Sekar Group.

There were still other five brands who have yet to sign the agreement namely PT. Kereta Api Indonesia, PT. Kereta Api Pariwisata, Bank Rakyat Indonesia, Aqua, Whitesky, Alfaland and PT. Pelni.

Back in 2013, Wonderful Indonesia placed the 70^th in the Travel and Tourism Competitiveness Index (TTCI) by World Economic Forum. In 2015, it went up to the 50^th position out of 141 countries and for this year the brand is in the 42^nd spot. (asw)

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