Festival Indonesia, Australia’s largest Indonesian-Australian exhibition, was staged over three days at the Royal Exhibition Building in August. Working with the Indonesian Consulate and Festival Indonesia Inc., CI developed a campaign to promote the astonishing breadth and diversity of Indonesia’s culinary and cultural delights, its breathtaking tourism destinations and outstanding business opportunities. Two-way trade between the two countries in 2006-2007 was estimated to be $10.4 billion, and it is predicted that by 2020, Indonesia will be the world’s fifth largest economy.

We worked with Festival Indonesia Inc. to develop its key messages and communication goals, source and write up successful case studies and run an effective online publicity campaign – e-newsletters and blogs targeted to appropriate communities – together with a highly successful print and broadcast media campaign, which helped draw the crowds. We also assisted in confirming a key Gold Sponsor for the event, Villa and Hut.

“Festival Indonesia is a great opportunity for Australian businesses to secure one-on-one time with Indonesian exporters, business and government leaders,” said Franz Madlener, Director Villa and Hut, who believes some of Australia’s biggest opportunities lie “not only in what Indonesia can make for us, but in the businesses we can set up in Indonesia”. Put simply, he says, “Indonesia is the next China” (The Age, Aug.28 2008).

SBS played a major role in the pre-publicity of the event, as well as setting up an onsite broadcast over the weekend. Twenty-eight interviews with performers and delegates were recorded during that time, bringing colour and fun to the Museum forecourt.

Feature articles appearing in The Age, Herald Sun, MX, Asian Executive and local papers were supported by radio advertising and pre-event interviews. Festival Indonesia was highlighted on Channel 9’s Postcards, and also made international headlines in The Jakata Post.

Connecting Images prepared a comprehensive report of the 2008 event, and has developed a detailed timeline to assist a seamless production in 2009.

Have an upcoming event that would benefit from a professional promotion strategy? Arrange to come in for a chat by calling (03) 9819 2566.

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