Ministry Launches Wonderful Asian Games Buses to Promote Asian Games
Date 26 Juli 2018
In a bid to promote Indonesias tourism during the 2018 Asian Games, Minister of Tourism Arief Yahya on Thursday (26/7) launched buses decorated with the Wonderful Indonesia (WI) logo and 2018 Asian Games logo.
The launching took place at the National Monument Compex in Central Jakarta.
According to Arief, the 2018 Asian Games is expected bring great positive impacts for Indonesia, be it in economic aspects in the form of foreign tourists who watch the game and spend their money here and economic value from media coverage.
Media value (media coverage) from sport tourism has a double value than direct economic aspects. For the 2018 Asian Games, the direct impact is projected to reach 170,000 foreign tourist who will generate Rp3 trillion of foreign exchange, while media value is projected to generate more money than direct impact value, Arief said.
It is estimated that media value from the Games can be compared to those of MotoGP, which generates US$100 million from direct impact and US$200 million from media value.
The amount of media value can be that high because it will be broadcasted in 60 countries via 200 broadcasting stations or channels, Arief said, adding that the calculation of media value of Asian Games is projected to be similar given the 2018 Asian Games is one of world’s biggest sporting events.
Indirect impact for the Games which is via media value is estimated to attract 300 million TV viewers (non-streaming), that generates Rp105 trillion.
Arief added that the Asian Games that is also an sport tourism event that becomes a platform to boost branding so during the Games, he said that Government will take the opportunity to promote Wonderful Indonesia, among others by launching 100 buses operating within Jakarta and Soekarno-Hatta Airport with the logos, consisting of 64 Trans Jakarta buses, 20 Airport buses, and 16 Blue Bird shuttle buses.
We took the same step during the 2018 World Cup Russia and 2016 Euro Cup France. In addition to that, we also took similar measures in other countries, for example at International Travel Trade Show in ITB Berlin (Germany), WTM London, and now the 2018 Asian Games, the Minister said.
The 2018 Asian Games, which is held in Jakarta and Palembang from 18 August to 2 September 2018 and joined by 45 countries, is projected to attract170,000 foreign tourists consisting of 10,000 athletes, 5,000 officials, 5,000 international media crews and 150,000 spectators with foreign exchange generating estimated at Rp 3 trillion.
The launching of the buses was also one of the efforts made by Ministry of Tourism in co-branding in collaboration with three land transport providers, Trans Jakarta, state-owned bus operator PT Damri, and Blue Bird Group.
The Ministry is also currently carrying out Wonderful Indonesia co-branding with 119 brands including corporate and public figure entrepreneurs.
Also attending the event were Jakarta Deputy Governor Sandiaga Uno, Chief II for Co-Banding of the Ministry of Tourism Priyantono Rudito, Managing Director of Trans Jakarta Budi Kaliwono, Managing Director of Damri SN Milatia Moemin, and Managing Director of Blue Bird Group Andrianto Djokosoentono. (Humas Kemenpar/EN) (RAS/MMB/Naster)