Abstract:
Lombok’s tourism is escalating throughout the years and became one of the 10 new ‘Bali’
tourism development by the government which especially took place in Mandalika, Central
Lombok. Yet unfortunately, in 2018 Lombok faced a force majeure that resulted huge loss
in the tourism sector. Facing on the problem identified, the writer would like to spread
awareness and interests for people to visit Lombok, especially the Special Economic Zone,
Mandalika. This tourism project is purposely done to help building Lombok’s tourism
reputation back and gain people’s interests towards Mandalika using social media
advertising campaign. This research focused on millennials and generation Z (18-35 years
old) as the campaign target users. The methods used for this research project are both
quantitative and qualitative, which detailed as survey, in-depth interview, and study
literature. The tourism awareness campaign would be in a form of detailed concept
including strategy, schedule, copywriting, visual assets and guideline, and contents that
will be placed on Instagram, Facebook and Twitter.
