How we showed Indonesia to millions of people at World Cup 2018

Client

Minister of Tourism, Republic of Indonesia, aims to position Indonesia as 'a wish list country' for world travelers.

Goal

To integrate the tourism brand of Indonesia into the global world event of FIFA—World Cup—and increase media outreach as much as possible.

Solution

We got a request from Indonesia’s representatives, for whom it was important to present their country in Russia during World Cup 2018. At this time, Russia was experiencing an inrush of tourists. Moscow alone was visited by almost 5 million foreigners during the World Cup. It was a good time to tell Russians and their guests from other countries about Indonesia.

We elaborated an advertising campaign that covered Moscow and Saint Petersburg, as well as Vnukovo airport (Moscow), airports of Nizhny Novgorod, Rostov-on-Don, and Samara.

We emphasized Moscow, where we placed large digital displays and transport ads, and Saint Petersburg, where only transport ads were used.

Video case on how we integrated Indonesia into the World Cup in Russia

Ads placement on media facades

We know Moscow well, so we chose spots for ads that are clearly seen by both pedestrians and drivers.

Ads placement in airports

To let travel enthusiasts and guests who came to the World Cup see the ads, we placed them in several airports.

Transport ads

To reach the maximum coverage, we placed transport ads in Moscow and Saint Petersburg. We chose the most popular routes, that is why the nearly 70% population was covered in Moscow and 65% in Saint Petersburg.

Result

We placed ads about Indonesia in the right time and place. Media facades in walkthrough areas, digital displays in airports and transport ads did their job. In total, we demonstrated Indonesia to more than 15,000,000 Russians.