Tourism Surges - Advertising in the Jakarta Soekarno-Hatta Airport

Much of the growth of airport passenger numbers in the Jakarta Airport (Soekarno-Hatta) Indonesia is fueled by both the rising affluence of the middle class in Indonesia and also larger number of business travelers. Some tourism related advertisers in the Jakarta International Airport includes Macau Tourism, Resorts World Sentosa, Pacific Place Jakarta (mall), etc. We had written about Indonesians Traveling to Singapore and how the traveling trends have developed cultural adaptation for the Muslim coming into and going out from Indonesia

Recently,we were part of the 2014 global campaign for the repositioning strategy for Pullman Hotels & Resorts as the Accor Group spread its “Design your journey” advertisements into Indonesia's capital airport. The visuals were artistic, modern, flowing and very inviting at the same time - almost felt like jumping into the aqua depths of the pool visual or lounging iconic white Arne Jacobsen Swan Chair in a haze purplish pink. Woo. Chilled out.

Accor's press release own words: Accor unveils global repositioning strategy for Pullman Hotels & Resorts

The upscale segment represents 32% of the global hotel market. It is definitely a golden opportunity for Accor, which has strengthened its presence in this segment over the last few years thanks to the dynamism of its Sofitel, Pullman and MGallery brands. Today, the group is unveiling Pullman’s strong ambitions at a press conference event hosted by the Pullman London Saint Pancras.

Key points: Accelerated expansion Pullman has hotels and resorts in 23 countries in the world’s key business and tourism destinations. The network has grown very rapidly to 79 hotels in five years. The objective is to have 150 establishments by 2015-2020 and 500 in the long term. Christophe Vanswieten, Chief Operating Officer Pullman Europe, explains, “Our expansion focuses on reinforcing our positions in Europe, opening establishments in strong-growth regions, notably Russia and Latin America, and continuing our growth in Asia-Pacific. In Europe, as well as the opening in June of our first hotel in Brussels, which will also be the network’s 80th establishment and Pullman’s 24th country, we are implementing an unprecedented project in Paris with the renovation of our five establishments there over an 18-month period, due to end in April 2014 when the emblematic renovation of the Pullman Paris Tour Eiffel will be completed.”

A robust response to the expectations of “new generation” travelers Hyper-connected, nomadic and ever more cosmopolitan are the three words that summarize the new upscale, seasoned traveler. For these customers, the lines between work and private life are becoming increasingly blurred, but they want to stay connected with their “clans” at all times. Echoing the powerful concepts of travel and comfort that its name evokes, Pullman has therefore redefined its positioning to meet these new expectations. All the details of its offer, the guest experience and the approach to hotel life have been rethought to make Pullman hotels lively places where guests interact in a contemporary setting. For Grégoire Champetier, Chief Marketing Officer of Accor, “Comfort and high-quality, efficient services are intrinsic aspects of upscale hospitality. To differentiate ourselves in this market, it is imperative that we offer our guests emotion. Every trip must be an enriching experience that enhances performance and creativity at work without losing sight of the enjoyable and social dimension of travel. We have rethought Pullman’s positioning to respond to this fundamental trend.” Reinvented services and a revamped brand identity Pullman has created an artistic, culinary and visual customer journey designed to provide guests with a unique hotel experience. The brand summarizes this attitude with the term “Bleisure”, a contraction of the words “Business” and “Leisure”. - Style, contemporary art and design are at the core of Pullman’s new identity Pullman wants to make art accessible to everyone by displaying contemporary works in various parts of its hotels through permanent or temporary exhibitions or partnerships with local and international artists. As far as style and design are concerned, several artists have contributed flagship items to Pullman. For example, Christophe Pillet has reinterpreted the welcome spirit by creating a reception table with a striking, easily identifiable design. Mathieu Lehanneur has designed a globe for the lobby that symbolizes the brand’s cosmopolitan nature. He has also created a new way of living the hotel meeting experience through a “board room” that features a meeting room table designed like a poker table. Lastly, the Pullman teams will wear a collection of outfits created by fashion designer Martine Sitbon. This collection reflects the brand’s desire to combine professionalism with elegance. The brand has also worked with renowned interior designers in each of its establishments, including Didier Rey, Jean-Philippe Nuel, Marcello Julia, Harald Klein, Didier Gomez, Isabelle Miaja, etc. - A reinvented restaurant offer With CuisinMotion by Pullman, the brand offers a resolutely modern approach and breaks with traditional hotel food and beverage codes creating an original culinary offer in each establishment. At any time of the day, in the hotel’s various eating areas, Pullman offers round-the-clock food and unique concepts through its own signature services: “Tapastry by Pullman” for friendly after-work gatherings; “Vinoteca by Pullman” and “Tea Deli by Pullman” which give guests a taste of flavors from around the world, and “Open Kitchen” which turns cooking into a show. The Pullman hotel restaurants and bars are places designed to foster interaction and discovery. - Easier access to and use of technologies Connectivity by Pullman is designed to offer guests a high-speed, mobile, intuitive and safe digital experience that is both enjoyable and efficient. The concept is available throughout the hotel, from the lobby to the swimming pool and features high-speed, free Wi-Fi, a unified entertainment device (the TV, smartphone and tablet are synchronized into one single application), latest generation equipment in partnership with Microsoft and Samsung available in dedicated spaces, connected rooms, etc. Pullman makes it easy for guests to access and use all technologies. - “Design your journey” To illustrate its new positioning, Pullman has worked with DDB (DDB Paris and Marie-Louise agencies) on a new advertising campaign that highlights the mindset and design of its hotels and resorts. To create a refined atmosphere and give the campaign a unique identity, the shoots were carried out by British photographer Nick Meek and a new advertising signature was created: “Design Your Journey”.

This advertising campaign (billboards, printed press and Web) will be launched in 2013 and 2014 in Brazil, China, Germany, the United Kingdom, the Netherlands and France. Pullman has also completely revamped its graphic and editorial identity. The focus has been on transforming its logo by adding a symbol inspired by the yin and the yang to express the dual “Bleisure” aspect of the Pullman experience. The spirit of Pullman is also reflected in its magazine “The Pullman Magazine” which has an editorial line that focuses on travel, design, and ideas, etc. Through this publication Pullman aims to share its passions and discoveries with travelers.

With this new strategy, Pullman should rapidly establish itself as THE benchmark in upscale international hospitality. Yann Caillère, CEO of Accor confirms this ambition: “The upscale and luxury segments are at the heart of Accor’s strategy. Sofitel’s successful repositioning has given us strong credibility with our customers and investors in these markets. In 2007, we reestablished Pullman. Now, we have overhauled its identity and service offer and made it a unique brand in a highly competitive segment that will serve as a key lever to help us fulfill our ambitions in the upscale and luxury segments.”

Myanmar, rising among Southeast Asia

By Chris Ong

Among the various Southeast Asia countries, Myanmar is rising and making an impact in the region. With the other regional countries having the head start, the gap between them and Myanmar would be even more obvious. But things are about to change. Since the welcome of its political freedom, we can see the global influence to the country’s culture and economic status.

With the opening market, we can see International banks penetrating. From Bloomberg BusinessWeek report,  we can see Key players like Visa and MasterCard are aggressively finding collaborating partners and setting up ATMs in Myanmar to made a presence in Myanmar. We are proud to be part of the effort for the MasterCard campaign in Yangon International Airport. Strategically located at key locations in the Airport, MasterCard welcomes the visitors and also “reminds” them their presence in the country with simple and impactful message and placements. 

Yangon International Airport Arrival MasterCard Greetings

Yangon International Airport Arrival
 MasterCard Series of Lightboxes

Domestic brands are under huge pressure from the rapid influx of foreign companies, Not only does major western companies like Coca-Cola and Pepsi are rushing in for opportunities, we can see Asian brands trying to make an impact too. "It is very tough for us, now that these big multinationals are here," said Sai Sam Htun, chairman of the Loi Hein Group of Cos., one of Myanmar's largest conglomerates, according to the Wall Street Journal. 

Billboard Scene at Yangon CBD located at
Bo Gyoke and Sule Pagoda Road

Jetstar billboard with us at the corner of Bo Gyoke 

and Sule Pagoda road, facing Trader Hotel

China brand like Midea and ChangHong have their brands advertised along the streets and roads of Yangon. Not only will they be competing with the domestic brands for home appliances market, big players like LG, Panasonic and Samsung have their own outdoor advertising billboards all across the country in strategic locations.

Chang Hong Electronic billboard at Yangon Airport Road

Midea strategic billboard placement just outside of the
Airport along the Airport Road

Following the report from The Economist, telecommunication and IT infrastructures are growing at a healthy speed, no wonder HTC and Smasung are spending big money with billboard placements located at key locations to target their consumers. Along the busy streets in Yangon, we can see that these giant mobile phone makers are always trying to make their product the most prominent and head on by the vehicles and the human traffic.

HTC Wall Facade along the busy streets of Yangon CBD Area

Samsung showing off their flagship Galaxy Note II phone
along the major road leading to Traders Hotel

As the culture opens up more, the Burmese are more tech and IT savvy, we can see advertisement for IT product can be seen all around Myanmar. For Kyocera, they see this as a chance to penetrate into this growing market. Their regional campaign with us targets the regional market like Bangladesh, Nepal and also Yangon. Their Yangon campaign was done with a placement at the Airport arrival; they will be able to capture the attention of all the arrival passengers.

Kyocera Light box prominently located at

 Yangon International Airport Arrival

konica Minolta situated before the turn into

Yangon Railway Station

Myanmar’s auto market is now blossoming too. Most of the market is dominated by Japanese automakers like Nissan Motor and Nissan, but western companies like Ford motor and General Motors have all established or plan to establish presence in the newly open country. Hitching a ride from the Korean wave, Hyundai will also be setting up their shop in Myanmar. Younger people of Myanmar are influenced by Korean culture; they are walking into showrooms looking for cars that were shown in Korean drama.

Naypyidaw, which have just recently opened their International Airport, have seen a growth in the market. This capital of Myanmar have held the World Economic Forum 2013 during this year’s June, ever since, Naypyidaw have been in the radar of various investors. To target the investors who are there for the forum, MasterCard have worked through us to locate a premium site which helps to create an impression to them and also the tourist and locals of Naypyidaw.

Located at a prominent location before

 reaching Junction Center of Naypyidaw.

The second largest city which is situated north of Yangon is the capital of Mandalay region. Mandalay is the economic hub of Upper Burma and is considered the center of Burmese culture. With the high influx of Chinese immigrants, it has shaped the city’s ethic makeup and increased commerce with China.

Mandalay is the major trading and communications center for northern and central Burma. Much of Burmese external trade to China and India goes through Mandalay.

Mandalay City Center 

With so many different kinds of industries heading into Myanmar, we are sure that the outdoor scene there will get even more vibrant than what we see now. Investors will definitely keep this country within their radar for more investment.  

Jakarta Airport Advertising

By Chris Ong 

Airports are always the first and last point of contact when you are traveling to another country; needless to say, it is also one of the key locations where advertisers would take their chance to aggressively market their product and brand.

Jakarta Airport is home to a number of advertisers, from the sponsors at the waiting area before the departure gates to the countless light boxes at the check-in counters, it would be hard to be not “intoxicated” by these brands that you see everywhere.

Accenture key Sites in Jakarta Airport

Jakarta Airport Human Traffic Flow

Making use of the unique structure in Jakarta Airport, one of our clients, Accenture, managed to target all the travelers flying from the Star Alliance and Sky Team. By cleverly and strategically placing 2 of their advertisement at the check-in counters of the airport, they covered most of the check-in areas within the international airport and also reaching out to their customers. 

Accenture site located at the end of Terminal 2D

Accenture site at the start of Terminal 2E

Similarly, Industrial and commercial Bank of China (ICBC), who wished to target the arrival passengers, booked with us the site that is right after the arrival counter of terminal 2D, targeting the passenger who arrives via the terminal. This site is prominently situated at the turn before the baggage claim area. 

Jakarta Airport Arrival Terminal 2D ICBC

Jakarta Airport Arrival Termian 2D ICBC

What is interesting in Jakarta Airport are the few “out of the box” kind of advertising found in the airport. Located at the arrival of Terminal 2D, ICBC used what we call a “Concept Lightbox” placement to capture their esteem client. Making use of the space that we have, they manage to create a special space for their campaign which acts like a lounge for their clients. 

Jakarta Airport Concept Lightbox ICBC

Jakarta Airport Concept Lightbox ICBC

With the amount of business travelers on the rise in Indonesia, we can also see a rise in number of B2B advertisers in the airport. Jakarta Airport also acts like a hub for travelers, who wish to fly domestically. After the recent APEC that was held in Bali, we are seeing a rise in number of advertisers in Indonesia.  

소에 카르노 하타 국제 공항 (자카르타 공항)에서 승객 번호 및 광고의 성장

By Carol Chung

2013년 의 절반이 지나간 시점에서 작년 2012년을 돌이켜 보면, 싱가포르뿐만 아니라 인도네시아 자카르타 또한 수만 명의 여행 인파들로 인한 다사 다난 했던 한 해였습니다.

 

이전에 블로그에 올려진 2010년의 통계를 보면 자카르타 수카르노 하타 국제공항이 세계에서 가장 바쁜 공항 15위로 기록 되었었습니다. 그리고 2년 후인 2012년 최근 통계에 따르면 자카르타 국제 공항이 세계에서 가장 바쁜 공항 9위로 수치가 6계단 상승 하였습니다.

2년 전인 2010년, 자카르타 수카르노 하타 국제공항 한 해 이용객 수는 4천3백 7십 만 명 으로 추산 되었는데요 그 후 2 년 뒤인 2012년 자카르타 국제 공항 이용객의 수 가  5천 7백 8십 만 명에 육박하면서 32.6%의 엄청난 증가율을 보여주었습니다.

이러한 가파른 성장의 배경에는 가루다 인도네시아 항공사의 국제 항공 편 (주 175회 운행) 과 인도네시아 국내 여행객 들을 위한 라이온 국내 항공편(주 1,100편) 으로 인한 공항 이용객 증가로 보고 있습니다..

그로인해 현재 자카르타 수카르노 공항은 한해 6백 2십 만 명의 이용객을 수용할 수 있는 공항 확장 공사를 진행 중 이며, 이 공사는 2014년 에 완료 될 것으로 예상 됩니다.

 

Sky Team 항공사 내부 에서는 2014년가루다 인도네시아 항공사의 국제 항공 증편을 반기는 분위기 이며 베트남 항공 다음으로 동남아시아에서 가장 많은 국제 항공 편을 보유를 예상 하고 있습니다.

한편 대한 민국의 양대 국적 기 중 하나인 아시아나 항공사는 동남아 항공 노선 강화를 위해 2013년 7월 서울 자카르타/ 덴파사르 발리를 연결 하는 신규 항공 편을 새롭게 취항 하여 한국과 인도네시아를 여행하는 여행객 들을 대상으로 본격 적인 인도네시아 시장 진출 포문을 열었습니다.  

Growth in Passengers Numbers and Advertising in the Soekarno-Hatta International Airport (Jakarta Airport)

By Carol Chung

In a blink of an eye, we are already passing the half year mark of 2013. 2012 was an exciting and fun year not only for us in Singapore, but also the millions of travelers that are flying in and out of Jakarta.

Our statistics in 2010 shows that Jakarta Airport (Soekarno-Hatta International Airport) was ranked in 15^th for the world’s busiest airport. As of year 2012, they have climbed and claimed the 9^th position, securing a place in the top 10 busiest airports of the world.

Serving 43.7 million passengers in year 2010, this number rise at a rapid speed when we saw the number of passengers grew to an amazing 57.8 million in year 2012. This was a 32.6% growth in just 2 years. Flying 175 flights weekly, Garuda Indonesia has the highest frequency for international flights in the airport. In terms of domestic flights, Lion Airlines are flying a whooping figure of 1,100 flights weekly to cater for the needs of the travelers. 

Jakarta Airport Statistics in Year 2012

Perhaps with the commencement of the Batik Airlines which is the subsidiary of Lion Air, we will see even more flight activities in the near future. Afterall, Lion Air placed a record breaking order for 234 A320 jets with Airbus in early 2013 - this had surpassed the previous record by Boeing ($22.4 Billion).

Plans to expand the Soekarno-Hatta International Airport are ongoing and would be expected to be completed in year 2014, increasing the airport capacity to serve 62 million passengers per annum. In early 2014, SkyTeam will welcome Garuda Indonesia as their second airline in Southeast Asia to join after Vietnam air. This will open up a bigger market to Indonesia and we will be expected to see another spike in passenger number next year. Asiana Airlines has also just commenced flight operations in July 2013. Asiaana is the second Korean airline serving Indonesia, after Korean Air, which has for years served Jakarta and Denpasar.

 Long term advertisers such as CIMB had certainly benefited from the increased exposure to a growing passenger volume for their advertising at the Soekarno-Hatta International Airport. CIMB had been advertising since 2009, do read more about it here

TPM Outdoor Second Newsletter 2013

By Chris Ong 

Arriving at the half year mark, TPM is excited to launch our second Newsletter for the year to share more about one of our many key business locations, the largest city and capital of Indonesia, Jakarta.

Achieving a 6.23% economy growth and 26% increment for foreign investors in 2012, Indonesia emerge as one of the top market for global investors and a worthy contender to join the BRICS group. 

Being the gateway of Jakarta, the Soekarno-Hatta International Airport is Asia’s 4^th busiest airport with 57 million passengers in 2012. This international airport is enjoying a passenger increment of 15%-20% each year since their opening in 1985. With Terminal 2 to be anticipating the ASEAN open sky policy in 2015, we are sure we can see the figures shooting up to a greater height.

Airport is the hotbed for advertisers, with millions of travelers yearly; we can understand why brands are all fighting for a space in the airport for a chance to reach out to their target audience. Just to name a few, OCBC NISP worked with us to showcase their status in the airport with a custom premium lounge concept with our concept lightboxes at the international baggage claim area. For tourism, we have Singapore’s Resorts World Sentosa and Macau Tourism strategically placing their advertisement at check-in counters targeted at specific airline's frequent flyers.

What is the meaning of life if there is just work and no fun? As the living quality of Indonesian rises, we can see a booming demand for luxury cars, consumer goods and also entertainment premises. Located at the 56^th floor of the BCA tower in Jakarta, SKYE is the one place to party and dine. Instant getaway from the hectic day and we are sure that magnificent view of the skyline will captivate you and set you into the "Kick Back and Relax" mode in an instant.

TPM Newsletter Jakarta Introduction

Shifting the attention back to Singapore, we are proud to be part of the massive network campaign that the Singapore Police Force (SPF) initiated during March this year. To raise awareness of scam crimes and also thief, the SPF launched their awareness campaign nationwide using our prestige sites to educate the public about crime prevention. From sites along Eu Tong Sen St to table top displays in 8 major food centers, we can assure that the message is clearly brought across to Singaporean of all ages and nationality.

Singapore Police Force network awareness

The half year point marks a fun and exciting start for the year and also more that is to come in the coming second half of the year. We look forward to share more of our achievements to you.