Fri, 22 Jun 2007
Bali News: Branding Bali Show Me the Money!

(6/17/2007) The visit of President Susilo Bambang Yudhoyono to Bali to formally open the month-long 29th Bali Arts Festival on Saturday, June 16, 2007 [See: 29th Bali Arts Festival] is also being used to launch a "Bali Brand" - the culmination of a six-month long effort to devise an effective marketing identity for the Island's tourism.

The project, rumored to have been funded by a major national tobacco company, fuels long-thwarted hopes that Bali may slowly be moving towards a more professional and measured approach to the sales and marketing of its tourism products. At the same time, the somewhat closed-door way in which the branding strategy has been created and the guarded way in which it is being unvelied to the President and the world, have some concerned that the new brand, once announced, might join the growing stack of Bali tourism initiatives filed and forgotten under "NATO No Action Talk Only."

We'll leave it to you to decide on the appropriateness of the new "Bali Branding" details of which we'll share on balidiscovery.com shortly.

In the meantime, we beg forgiveness if, shell shocked following past tourism marketing initiatives, we offer some pre-emptive cautionary thoughts on the "new" Bali branding campaign:

Let's pray that the experts have traveled to Indonesia's key overseas markets in gathering data and inputs in the process to design a proper brand. The branding of a destination should reflect an objective and realistic assessment of the destination in the eyes of its key customers, as opposed to potentially over-emotive local views of how we want to be seen by our guests.

Good branding has more to do with what we are and very little to do with what we want to be.

Any branding program in the absence of a well-funded promotional campaign to secure that brand's position in the minds of Bali's key consumers is destined to failure. The harsh reality is that Malaysia would be less than "truly Asia"; there would be nothing "surprising" about Singapore; and we would all be hardly "amazed" by Thailand - if each of those destinations had not spent heavily on international media to establish their brandings.

The prognosis for Bali's new branding program remain dismal when policymakers, both in Jakarta and Bali, remain steadfast in their refusal to fund tourism promotion on a level equivalent to competing destinations in the region. That this situation is unlikely to change anytime soon was proven once again just last week when Indonesian legislators refused to provide requested funding proposals from the Culture and Tourism Minister to finance the launch of "Visit Indonesia Year 2008."

And, that Bali Tourism Board (BTB) still remains without a Chief Executive Officer some four months after its latest reorganization suggests those who hope for the imminent emergence of a professional and dynamically managed professional body charged with Bali tourism's promotion and, by extension, branding the destination may be sorely disappointed.

No matter how brilliantly conceived the new Branding program for Bali proves to be, it is destined to be little more than a self-adoring navel-gazing exercise of little consequence unless its launch includes a sizeable and carefully-managed promotional budget aimed at Bali's key source markets.

While we continue to hope for the best and eagerly await the unveiling of Bali's new branding, we also hear in the distance the echo of the line from Jerry Maquire who screamed: "Show me the money!"



News Search/Filter
Transaction Rates
17 Jul 18
Buy
Sell
AED1
3,883.15
3,883.15
AFN1
196.60
196.60
ALL1
132.34
132.34
AMD1
29.70
29.70
ANG1
7,734.49
7,734.49
AOA1
56.03
56.03
ARS1
521.71
521.71
AUD1
10,574.51
10,574.51
AWG1
7,968.43
7,968.43
AZN1
8,377.99
8,377.99
BAM1
8,742.76
8,742.76
BBD1
7,131.76
7,131.76
BDT1
168.87
168.87
BGN1
8,537.35
8,537.35
BHD1
37,667.55
37,667.55
BIF1
8.09
8.09
BMD1
14,263.53
14,263.53
BND1
10,470.90
10,470.90
BOB1
2,069.60
2,069.60
BRL1
3,695.88
3,695.88
BSD1
14,263.53
14,263.53
BTC1
95,692,134
95,692,134
BTN1
207.90
207.90
BWP1
1,396.81
1,396.81
BYN1
7,231.56
7,231.56
BZD1
7,098.55
7,098.55
CAD1
10,857.11
10,857.11
CDF1
8.84
8.84
CHF1
14,307.83
14,307.83
CLF1
601,836.98
601,836.98
CLP1
21.94
21.94
CNH1
2,128.76
2,128.76
CNY1
2,131.81
2,131.81
COP1
4.98
4.98
CRC1
25.16
25.16
CUC1
14,263.53
14,263.53
CUP1
559.35
559.35
CVE1
150.85
150.85
CZK1
645.41
645.41
DJF1
80.10
80.10
DKK1
2,240.81
2,240.81
DOP1
287.29
287.29
DZD1
121.40
121.40
EGP1
797.04
797.04
ERN1
948.38
948.38
ETB1
516.48
516.48
EUR1
16,701.56
16,701.56
FJD1
6,826.28
6,826.28
FKP1
18,879.89
18,879.89
GBP1
18,879.89
18,879.89
GEL1
5,826.37
5,826.37
GGP1
18,879.89
18,879.89
GHS1
2,981.74
2,981.74
GIP1
18,879.89
18,879.89
GMD1
298.27
298.27
GNF1
1.58
1.58
GTQ1
1,904.28
1,904.28
GYD1
67.98
67.98
HKD1
1,817.31
1,817.31
HNL1
593.07
593.07
HRK1
2,259.42
2,259.42
HTG1
211.46
211.46
HUF1
51.69
51.69
IDR1
1.00
1.00
ILS1
3,934.61
3,934.61
IMP1
18,879.89
18,879.89
INR1
208.26
208.26
IQD1
11.97
11.97
IRR1
0.32
0.32
ISK1
133.62
133.62
JEP1
18,879.89
18,879.89
JMD1
109.06
109.06
JOD1
20,103.56
20,103.56
JPY1
126.91
126.91
KES1
142.06
142.06
KGS1
208.91
208.91
KHR1
3.52
3.52
KMF1
33.93
33.93
KPW1
15.84
15.84
KRW1
12.63
12.63
KWD1
47,073.60
47,073.60
KYD1
17,124.79
17,124.79
KZT1
41.65
41.65
LAK1
1.68
1.68
LBP1
9.43
9.43
LKR1
89.25
89.25
LRD1
88.95
88.95
LSL1
1,080.16
1,080.16
LYD1
10,380.94
10,380.94
MAD1
1,508.29
1,508.29
MDL1
854.73
854.73
MGA1
4.20
4.20
MKD1
271.19
271.19
MMK1
10.01
10.01
MNT1
5.84
5.84
MOP1
1,764.89
1,764.89
MRO1
40.12
40.12
MRU1
398.31
398.31
MUR1
415.87
415.87
MVR1
925.60
925.60
MWK1
19.63
19.63
MXN1
757.18
757.18
MYR1
3,537.67
3,537.67
MZN1
242.16
242.16
NAD1
1,077.30
1,077.30
NGN1
39.51
39.51
NIO1
450.66
450.66
NOK1
1,760.03
1,760.03
NPR1
129.93
129.93
NZD1
9,677.58
9,677.58
OMR1
37,052.86
37,052.86
PAB1
14,263.53
14,263.53
PEN1
4,363.80
4,363.80
PGK1
4,334.81
4,334.81
PHP1
266.73
266.73
PKR1
117.38
117.38
PLN1
3,880.93
3,880.93
PYG1
2.49
2.49
QAR1
3,917.47
3,917.47
RON1
3,584.70
3,584.70
RSD1
141.53
141.53
RUB1
228.85
228.85
RWF1
16.31
16.31
SAR1
3,803.20
3,803.20
SBD1
1,813.00
1,813.00
SCR1
1,053.43
1,053.43
SDG1
792.43
792.43
SEK1
1,617.24
1,617.24
SGD1
10,474.27
10,474.27
SHP1
18,879.89
18,879.89
SLL1
2.26
2.26
SOS1
24.66
24.66
SRD1
1,912.51
1,912.51
SSP1
109.49
109.49
STD1
0.67
0.67
STN1
675.35
675.35
SVC1
1,630.55
1,630.55
SYP1
27.69
27.69
SZL1
1,078.52
1,078.52
THB1
428.71
428.71
TJS1
1,514.59
1,514.59
TMT1
4,063.73
4,063.73
TND1
5,426.90
5,426.90
TOP1
6,181.14
6,181.14
TRY1
2,938.90
2,938.90
TTD1
2,116.94
2,116.94
TWD1
467.77
467.77
TZS1
6.25
6.25
UAH1
544.25
544.25
UGX1
3.87
3.87
USD1
14,263.53
14,263.53
UYU1
454.74
454.74
UZS1
1.82
1.82
VEF1
0.17
0.17
VND1
0.62
0.62
VUV1
131.40
131.40
WST1
5,518.02
5,518.02
XAF1
25.46
25.46
XAG1
225,347.35
225,347.35
XAU1
17,698,232.57
17,698,232.57
XCD1
5,277.80
5,277.80
XDR1
20,078.65
20,078.65
XOF1
25.46
25.46
XPD1
13,126,759.23
13,126,759.23
XPF1
139.95
139.95
XPT1
11,781,620.42
11,781,620.42
YER1
56.97
56.97
ZAR1
1,078.91
1,078.91
ZMW1
1,434.61
1,434.61
ZWL1
44.24
44.24
Taxation Exchange Rates
31 Aug 16 - 06 Sep 16
USD 1
13,232.00
AUD 1
10,043.30
CAD 1
10,213.70
DKK 1
1,999.40
HKD 1
1,706.22
MYR 1
3,283.28
NZD 1
9,623.63
NOK 1
1,605.23
GBP 1
17,433.70
SGD 1
9,757.68
SEK 1
1,569.45
CHF 1
13,631.10
JPY 100
13,101.00
MMK 1
11.01
INR 1
197.29
KWD 1
43,920.70
PKR 1
126.23
PHP 1
285.00
SAR 1
3,528.53
LKR 1
91.12
THB 1
382.08
BND 1
9,756.53
EUR 1
14,885.50
CNY 1
1,987.61

Okusi Associates: Indonesian Business & Management Services