How Jakarta Tourism Reclaimed the City's Global Stage in 2022
Jakarta Tourism's 'Enjoy More, Enjoy Jakarta' is a 2022 multi-channel campaign created by IMP Digitalab that repositions Indonesia's capital as a vibrant post-pandemic destination by showcasing its cultural, architectural, artistic, marine, island, and shopping attractions across digital, film, and out-of-home media, according to Adsoftheworld.
The campaign launched in August 2022 at a moment when Indonesia was actively rebuilding its tourism economy after the disruptions of the COVID-19 pandemic, according to Beritajakarta Id. The Jakarta city government set out with two distinct ambitions: to breathe new life into visitor numbers and to present a refreshed image of Jakarta itself, one that moved beyond familiar urban clichés and toward a fuller picture of the city's diversity. The proposition — 'Enjoy more colors. Enjoy more taste. Enjoy more of the unforeseen from the city of collaboration' — framed Jakarta not as a transit hub but as a destination worthy of extended exploration.
In Indonesia, the campaign ran across digital platforms and out-of-home placements, while a targeted international push extended its reach into Malaysia, Singapore, China, South Korea, and Japan. That combination of domestic reinforcement and outbound market activation gave the campaign a dual-audience logic: reassure Indonesian travellers that their own capital rewards discovery, while simultaneously signalling to regional visitors that Jakarta had re-entered the conversation as a competitive leisure and hospitality destination. The choice of those five specific markets reflected both geographic proximity and the established travel corridors that feed inbound tourism to Indonesia's major cities.
IMP Digitalab served as the creative agency behind the project, with Punakawan Production handling production duties, according to Jom Unri Ac Id. Director Adi Winoto led the film component, anchoring the campaign's visual identity in a cinematic register that elevated familiar Jakarta landmarks and lesser-known attractions with equal ambition. The result is a campaign that treats Jakarta's complexity — its layers of culture, commerce, nature, and nightlife — as a strength rather than a challenge to be simplified.
Jakarta Tourism anchored the campaign in a straightforward post-pandemic recovery brief. When travel restrictions eased across Southeast Asia in 2022, destination marketers faced a congested re-entry moment: every major city in the region was competing for the same returning traveller. Jakarta's response was to lean into breadth rather than a single hero proposition, positioning the city as a place where any type of traveller — cultural, culinary, adventure-seeking, or leisure-driven — could find more than expected.
The timing was calibrated to Indonesia's broader recovery trajectory. According to Statistics Indonesia, known as BPS, Indonesia recorded approximately 5.47 million international tourist arrivals in 2022, representing a year-over-year increase of approximately 251.28 percent from 2021. Domestic tourism was equally significant: BPS also reported approximately 734.86 million domestic tourist trips in 2022, up roughly 19.82 percent from the prior year. Against that backdrop of recovering mobility, a campaign encouraging urban exploration in Jakarta had a receptive audience both at home and across the region.
The competitive context for Jakarta was sharper than surface comparisons might suggest. Singapore, one of the campaign's target markets, operates as both a feeder city and a direct competitor for regional short-haul leisure spend, while Kuala Lumpur has consistently positioned itself as a value-driven alternative to more expensive Asian capitals. Jakarta's campaign countered those narratives not by competing on price or infrastructure, but by emphasising experiential density — the argument that a single visit to Jakarta delivers cultural, culinary, architectural, and natural encounters unavailable in more homogenised urban destinations.
The 'Enjoy Jakarta' slogan itself carries historical weight that gave this iteration of the campaign immediate brand equity. According to research documented on citymayors.com, the 'Enjoy Jakarta' identity was formally launched on March 21, 2005, following logo approval in July 2004, and has since been adapted into modular expressions covering dining, shopping, spa, marine tourism, and nightlife. The 2022 campaign extended that lineage with a 'more' modifier that implicitly acknowledged how much the city had grown since the slogan's origin.
Director Adi Winoto brought a cinematic sensibility to the film component of 'Enjoy More, Enjoy Jakarta' that distinguished it from conventional destination advertising. Rather than relying on the standard montage of aerial drone shots and smiling tourists, the campaign's visual language aimed to render Jakarta's complexity with texture and momentum, reflecting the campaign's core proposition that the city rewards those who look beyond the obvious.
IMP Digitalab served as the creative agency, with the following credits documented for the project: Managing Director Adhitya T.N. oversaw the agency's output, while the creative team comprised Gunawan, Zico, and Virrisya. On the production side, Punakawan Production's Executive Producer Darto and Producer Dhikastung supported Adi Winoto's directorial vision through the logistics and craft decisions that shaped the final film. The presence of a dedicated production house with named executive and line producers indicates a production scale consistent with an internationally distributed destination campaign.
The campaign's distribution strategy shaped its creative decisions in important ways. Because the film was destined for out-of-home placements in Malaysia, Singapore, China, South Korea, and Japan — in addition to digital platforms across Indonesia — the visual storytelling needed to communicate without heavy reliance on language. The 'Enjoy More, Enjoy Jakarta' tagline is in English, a deliberate choice that gave the campaign accessibility across all six target markets without requiring localised versioning of the core creative asset.
The attractions selected for visual representation spanned Jakarta's full range: cultural heritage sites, modern architectural landmarks, art spaces, marine environments, island escapes accessible from the capital, and retail and hospitality destinations. That breadth was not accidental. By refusing to reduce Jakarta to a single category of experience, IMP Digitalab's creative approach aligned directly with the strategic brief — to present Jakarta as a city that offers more than any single visitor type might anticipate. The campaign ran across digital, film, and OOH outdoor formats, giving each medium a distinct role in the audience journey.
No verified performance data for the 'Enjoy More, Enjoy Jakarta' campaign is publicly available at this time. What can be assessed is the structural quality of the campaign's design relative to the recovery environment in which it operated, and those structural indicators are substantive.
The campaign's multi-market distribution — spanning Indonesia domestically and reaching into Malaysia, Singapore, China, South Korea, and Japan through OOH and digital channels — positioned Jakarta Tourism to capture attention precisely as those travel corridors reopened. That geographic targeting was well-matched to Indonesia's recovery context. Tourism's contribution to the Indonesian local economy exceeded US$7 billion, approximately equivalent to Rp109.5 trillion, in 2022, according to reporting by Antara News, reflecting a sector that was absorbing significant investment and generating meaningful returns at the national level.
The campaign's decision to deploy across digital platforms, film, and out-of-home media simultaneously gave it presence across awareness, consideration, and inspiration touchpoints in a single activation cycle. For international markets like South Korea and Japan — where OOH placements in high-traffic urban environments carry significant reach — the campaign's outdoor component likely functioned as a credibility signal as much as a direct response tool.
The 'Enjoy More' modifier applied to the established 'Enjoy Jakarta' brand identity was a structurally sound creative decision. It acknowledged continuity for audiences already familiar with Jakarta's tourism positioning while signalling renewal and expanded ambition to those encountering the brand for the first time in the post-pandemic period. As a campaign designed to restore confidence in a destination and simultaneously introduce that destination to new regional audiences, its architecture was coherent and its timing defensible. Clapboard Score: N/A/100.
'Enjoy More, Enjoy Jakarta' is a 2022 tourism campaign created by IMP Digitalab for Jakarta Tourism. It launched in August 2022 across digital, film, and out-of-home media to reposition Jakarta as a post-pandemic destination, targeting audiences in Indonesia and five regional markets: Malaysia, Singapore, China, South Korea, and Japan.
IMP Digitalab created the campaign, with Punakawan Production handling production. Director Adi Winoto led the film component. The agency creative team included Gunawan, Zico, and Virrisya, with Managing Director Adhitya T.N. overseeing the project and Executive Producer Darto supporting production delivery.
Jakarta Tourism launched the campaign as COVID-19 travel restrictions eased across Southeast Asia. The Jakarta city government sought to revive inbound and domestic tourism and present a refreshed image of the city's attractions, spanning culture, architecture, art, marine environments, islands, and shopping, to returning and new travellers.
The campaign extended beyond Indonesia to five international markets: Malaysia, Singapore, China, South Korea, and Japan. Out-of-home placements and digital distribution were used across those markets, reflecting established inbound travel corridors to Indonesia and Jakarta's role as a regional hospitality and leisure destination.
The 'Enjoy Jakarta' slogan dates to its formal launch on March 21, 2005, according to citymayors.com. The 2022 campaign extended that heritage by adding the 'Enjoy More' modifier, signalling renewal while preserving equity built across nearly two decades of Jakarta Tourism's brand identity and modular campaign expressions.
The campaign ran across three primary channel types: digital platforms, film, and out-of-home outdoor media. Digital and film formats served awareness and inspiration goals across all markets, while OOH placements in international cities provided high-visibility exposure to regional travellers considering short-haul leisure destinations in Southeast Asia.
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