Measuring Global Brand Penetration
The Ministry of Tourism of Indonesia aimed to evaluate the international reach and effectiveness of its tourism brand, “Wonderful Indonesia,” through direct feedback from international audiences.
Among its targeted countries, Russia showed a promising market with a 6.67% increase in tourist visits in 2018, making it a key focus for measuring overseas marketing communication impact.
Solution — On-the-Ground Consumer Insight
To assess brand penetration, our team conducted a face-to-face survey in Moscow and Saint Petersburg, in collaboration with the Indonesian Embassy.
We measured the Brand Awareness Index using four key variables:
- Brand recognition
- Brand recall
- Intention to visit (purchase intent)
- Actual visitation (consumption)
The study specifically targeted Moscow residents (Muscovites) to capture urban market perceptions and awareness levels.
Result — Strategic Insights for Future Growth
The insights gained from the study helped the Directorate of Marketing within the Ministry to:
- Evaluate the effectiveness of past marketing investments in Russia and Eastern Europe.
- Identify Indonesia's tourism potential in the Russian market.
- Use the findings as a foundation for future overseas marketing programs, enabling more targeted and impactful campaigns across Europe.