The promotional campaign for the Southeast Asian Games can now go full blast, after organizers said on Monday that they had secured state funds for that purpose.
The Indonesia SEA Games Organizing Committee (Inasoc) said it would begin ramping up publicity for the Nov. 11-20 event in line with the 200-day countdown to the Games, which starts next Monday.
The country is hosting the Games for the first time since 1997, but there has been little hype about the region’s biggest multisport event coming to town.
In Jakarta, the only sign promoting the Games can be found at the Bung Karno Sports Complex where a medium-sized billboard has been put up.
Tubagus Ade Lukman, head of the Inasoc marketing department, said all that was about to change. The kickoff of the 200-day countdown will be marked at the Jakabaring Sports Complex in Palembang, South Sumatra, and at Teater Tanah Airku in Jakarta.
“We’ll schedule the release of publicity materials to keep the hype up, then make sure it peaks when the Games begin,” said Ade, who declined to reveal the budget allocated by the government.
He said the committee would concentrate its promotional activities at airports, office buildings and commercial centers.
Several companies that are sponsors of the Games will work with Inasoc on the marketing efforts, he said.
According to Ade, flag carrier Garuda Indonesia has agreed to use in-flight media to promote the Games. The airline will also begin selling Games merchandise during flights.
Electronics company Panasonic Gobel Indonesia and Indofood Sukses Makmur, Indonesia’s biggest instant-noodle maker, are also expected to be involved in promoting the Games.
Panasonic reportedly signed a Rp 100 billion ($11.5 million) sponsorship deal with Inasoc, while Indofood is scheduled to sign a memorandum of agreement with organizers this week.
“One thing is sure, there will be more sponsors coming,” said Ginung Pratidina, Inasoc deputy secretary general.
He said they were also waiting for state-owned firms to come through on a promise of support.
During a meeting with the Coordinating Ministry for People’s Welfare last week, the State Enterprises Ministry pledged its support for the Games.
“We’re just waiting for word from these companies. Hopefully, they can deliver,” Ginung said. (Ami Afriatni)
Source: http://www.thejakartaglobe.com