Jean Concha J 195 Marketing Stories

Diane Mendoza January 19, 2011

Erika Pascua

Case: Two middle-aged sisters will go to Indonesia in April. One of them is a travel
writer Where can they go, what can the writer write about and where can these article
be published?
Background:
Harlene Dimatiba:

• Senior PAL flight attendant

• Single without children

• Contributor to the PAL in-flight magazine, Mabuhay Magazine

Helen Dimatiba – Punongbayan:

• Interior Designer

• Married to an executive; has three children in college

Kinds of stories:
1. Destination
a. East Java Friendly Tour’s Heritage Tour Package
i. They will be visiting historical places in Trowulan,
Mohokerto, mainly temples like some from the Mojopahit
emperor, which was the largest emperor in Asia. This will
also be a learning experience for Helen.
2. Special Interest
a. Architecture and Interior Design
i. Ubud in Bali. It is renowned as the center for the arts. It
displays and promotes Balinese culture through art, music,
architecture, and dance which she can write about and be
published in Unearthing Asia magazine.
ii. Mas Village in Bali where the Tilem Art Gallery is located. It
is known as a place where a person can view the highest
quality woodcarvings which can be featured in Compass
magazine.
 b. Importation Business

i. Jakarta International Handicraft Trade Fair (April 20-

24,2011). It is the largest handicraft exhibition in Asia. An
article that features the latest trends in handicrafts and
where to buy the best quality products could be written in
Travel Plus.
3. Journey
4. Round-ups
a. High-end resorts in Bali can be published in DestinAsian
5. Historical or Holiday Peg
a. Nyepi (Day of Silence)
i. It is observed to celebrate the Balinese New Year. It is a
Hindu tradition. A festival that is a symbol of the tradition and
culture of the country which she can write about in National
Geographic Traveler.
6. Side Trip
7. Outdoors or Recreation
a. DEEP and EXTREME Indonesia 2011
i. According to the website, “DEEP and EXTREME Indonesia
is now recognized as one of important events in the region
and highly recommended by the industry involved in the
marine and eco travel business.” It is an annual diving show,
happening on March 31 to April 3, 2011.
8. Ecotourism
a. East Java Friendly Tour’s Mountain Tour Package.
i. They will be brought to Bromo mountain, one of the country’s
pride.
9. News Peg
a. Trade Fair
i. ConBuild Indonesia (April 13-16,2011), to get to know the
“latest developments in construction and building”
ii. Can be published in: Architecture Magazines, Business
 Magazines
10. Humor
11. Travel Advice or Service Article
12. Food
a. Food trip in Bali
i. Murni's Warung was one of the first restaurants in Ubud. The
restaurant is perched just beside the Tjampuhan suspension bridge
overlooking the Tjampuhan River. It is the place to try local cuisine
especially their famous Bebek Betutu, which is traditional Balinese
smoked duck. This can be featured in Fooad and Travel magazine.

13. Personal Experience