‘Where the Bali hell are you?’ viral marketing campaign makes big impact in Australia
(01 November 2006)

Frustrated by what they perceive as an ongoing inability by major Australian and Indonesian industry players to finalise a Bali tourism revival plan, a small group of Balinese operators have decided to take matters into their own hands.

Comprising just eight small hotels and resorts, the fledgling Little Bali Hotel & Resort Company® (LBHRC) has enlisted the aid of two former Australian-based Garuda Indonesia colleagues to help launch its own Bali awareness initiative in Australia.

LBHRC’s campaign takes the form of a very tongue in cheek ‘Where the Bali hell are you’ viral marketing campaign which can now be viewed at www.wherethebalihellareyou.com.

Stage two of the campaign will see the national distribution later this week of a number of heavily discounted LBHRC member accommodation packages.

Shot on location in Bali, the main thrust of the viral marketing campaign is to underline that while business may be down from Australia, the rest of the world has in fact started to return in ever-increasing numbers.

According to LBHRC co-founder Brett Morgan, who has teamed up with former GA colleague Mike Parker-Brown, Australians have become noticeable on Bali’s beaches, in the restaurants and shops because of their absence.

“The Bali travel market from Australia still, potentially, represents the destination’s biggest source market and revenue,” he said.

“There’s much talk of Indonesian government and Australian private sector funding being combined with Australian travel industry support and know-how to help rekindle interest in the destination – but nothing seems to be happening.

“LBHRC has been specifically created to address that situation for the smaller operators, the people responsible for Bali’s ‘bread and butter’ business, and as a result, help to get Bali’s  tourism infrastructure back on track again.

 “What we are trying to achieve with the viral marketing campaign is to underline just exactly what the Australian tourists are missing.

“Nothing seems to be stopping the Europeans and the Asians who are lapping up all the bargains this evergreen destination has to offer.

“It’s the same story in the US where Bali is very top of mind having just been voted 'world's best island' by 'Travel & Leisure' magazine.

“Some might say we’ve taken a bit of a lend of a similar, multi-million dollar international tourism marketing campaign that recently did the rounds.

“But that’s not the case. Our campaign cost millions of rupiah – not dollars – and is purely intended to reignite interest in the destination and give people a laugh at the same time – anyone who has even been to Bali will know exactly what we’re doing here,” he said.

LBHRC membership to date includes the Waka Group of Hotels, Villa Coco, Bali Garden Hotel, Samsara Hotel & Spa, Puri Etnik Hotel, Bali Ayu Hotel & Villas, Baleka Beach Resort and Su's Prince Cottages.