INDONESIA NOW ARCHIVES
DALTON'S COLUMNS IN THE JAKARTA GLOBE
LIUDMILA TAKES OVER INTERNATIONAL SEAT
Tascha Liudmila is the newest anchor of Metro TV's internationally-distributed English-language program "Indonesia Now."
She began her career as a print journalist before moving to television news. She joined Metro TV in February 2008, anchoring "Metro Siang", "Bisnis Hari Ini" and "Headline News" segments.
Liudmila was born in Jakarta, and graduated from the University of Pelita Harapan with a bachelor's degree in social science. After reporting on crime and politics for SCTV in Jakarta from 2004 to 2006, she returned to school in the United Kingdom. She earned her master's degree in international business from the University of Birmingham in the United Kingdom. She speaks Bahasa Indonesia and English.
ALISTAIR SPEIRS, CHAIRMAN, SUPERBRANDS INDONESIA
Saturday, March 6, 2010India has "Incredible India." Malaysia has "Truly Asia." Indonesia has... ?
That's the problem, say leaders in the tourism industry. The country is suffering because it has no clear, consistent brand to compete in the marketplace.
Alistair Speirs is chairman of Superbrands Indonesia, a private benchmarking company in 80 countries. And he lays the issue at the door of government officials.
IN: Indonesia has a brand?
AS: Frankly it doesn't. Indonesia has a brand which gave up 3 years ago. Which is called “something in diversity.” We can't even remember what it is. It's supposed to be replaced but it hasn't. It went on to Visit Indonesia year which is not a brand, just a tactical promotion. So uniquely diverse, what it was before...
IN: Is it merely a matter of money? Is it merely throwing funding at it?
AS: It's funding and expertise. You need money to make a brand work. First you need vision, where do you want to go and what do you want your brand to be? Brands are partly emotional, partly physical. You have tactile characteristics. Mostly they're developed emotions in the tourists. Why should you come to Indonesia? You've gotta have a reason to come here.
IN: There are people with bright minds in tourism... why haven't we come up with a brand?
AS: I believe we got stuck in bureaucracy to be honest. I think the minister (pushed it) upwards to the coordinating minister and somebody put a bill on it. They put a price tag on it which was very unrealistic. Coordinating minister stopped it, bureaucracy, the wheels have stopped. Where nobody...
IN: So politics and bureaucracy… but what about the professionals in the industry?
AS: The industry now have given up. They're working on their own brand. Working on brands per hotel, per destination, per product. And we're doing very well in private sector basis and have an outstanding brand for Indonesia. In Bali, Jakarta, all over the country.
IN: But you look at other countries… they've unified in their campaigns.
AS: It works because you have got a focus, driving force, the world's attention, you got a media buy which drives people to that country. We used to have more tourists than Malaysia. And we used to have more than Singapore. Now, we're so far behind. We're like another industry altogether.
IN: It's been countless themes, many debates, panels. You've been to them countless times, What is it gonna take and what should Indonesia brand be?
AS: A slogan. Always Indonesia. Always surprising. Always Indonesia. Always enchanting. Always Indonesia. Always unique. Always Indonesia. Not over claiming, it's doesn't say it's fantastic. It's all done. Incredible India, Amazing Thailand. We're just honest we're fabulous country we're always Indonesia.
08.03.2010. 02:30
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