DESIGNING TOURISM CAMPAIGN CONCEPT OF MANDALIKA, LOMBOK TO SUPPORT LOCAL TOURISM AND CULTURE

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.