Hainan Tourism // Miracle Adventure

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EMBRACE HAINAN

Miracle Adventure// Visa-free Entry Campaign

Indonesia//2018

So the story begins when I remembered the first time I made the pitching concept for Hainan and I still hadn't become part of the agency's core. The approachment from the previous concept ideas was targeted to typical people. Hainan targets this campaign for Indonesian tourists, and I think it's easier to explain by giving them a picture of their natural scenery highlighted from Hainan Island. Of course, the agency where I work won this pitching, so we can better understand what the client wants. The pitching process lasts for long, around 7 to 8 months. This is understandable, due to differences in culture and language, various strategies and views can have different meanings from both parties.

The concept before. I will release the project later.

OBJECTION

One day, the client from Hainan came to Indonesia, visited our agency for further negotiations. And at last we know the problem was by communicated directly with the client and translator. The client wants to make the consumer feel something magical, implicitly, in their hearts. Feels that was not because of the beautiful landscapes, but rather the visually that show a great different experience that they don't feel anywhere. It was the first time I saw a client from a different perspective, and I forgot what month it was in 2018, and that was really a great challenge. The western and eastern worlds have different interests. From the point of view of eastern people, they still believe in magic, culture and their family. And for China, their interest is to maintain family culture and life balance.

The creative director gave me the moodboard for design, and the art director gave me hints the component that needed to be arranged in design. And of course I did not forget my image pallet, Shutterstock, I’m really yours. My part from them was to compose the ideas from clients and directors. Even I was under the director, the wall given to me was not too high, so I was still free to create, of course with many conditions.

The aspect we took was an approachment from the description of China's culture itself.

So this was the result...

Enjoy the Excitement of Miracle Adventure in Hainan, Free-Visa entry for visit and feel a different experiences in China

This Hainan tourism concept used for tourists who want to do some adventure and enjoy a different experience. The target of this concept was mid-low millennials. This concept was inspired by the arrangement of Chinese Painting. The magic feel we used was the floating island, inspired by the legend from the achievement from the highest feel of meditation.

Later, this concept will be used for print and digital ad. The media included newspaper, news portal websites, social media, and advertisements media on the train.