Positioning Bali for Contrasting Market Segments

Bali needed to develop itself as a destination for MICE (Meetings, Incentive, Conference & Events). It also needed to brand itself as a luxury wedding destination as well as attract a new group of travellers and tourists from China. This was a tall order as each segment needed its own focus and marketing.

The Solution:
It was a multi-pronged approach with the collaboration of many key hotel and tourism players in Bali. Firstly, we formed a committee with key people industry, Bali Hotels Association, travel agents and the media. We also invited the government to support this initiative through the establishment of a marketing fund. Only then did we plan our media campaigns and worked on specific brand stories for Bali. The brand stories had to capture the various segments of the market – luxury wedding audiences, China travellers and conference organisers. It was not an easy campaign as we worked tirelessly on the brand of Bali with various parties and utilising many platforms – online and offline.

The Results:
Through a collaborative team effort from this destination and consistent campaign that spared no expense, Bali is now recognised as an official MICE (Meetings, Incentive, Conference & Events) destination recognised by World Travel Mart, Travel Trade Gazette and Conde Nast Travel. Aside from business travellers, the island is also now ranked as a luxury wedding and honeymoon destination, hugely popular in countries like China, India, Australia, UK, Japan, Korea and Russia. Bali’s China tourist arrivals also grew by a whopping 30%.