Bali Good News is a digital online magazine that captures and shares some of the positive news all about Bali and beyond to a diverse audience of readers – from locals and expats on the island to frequent visitors and first-timers all around the world.
Challenge
Bali Good News was aiming to fill a gap in the media landscape surrounding Bali where many of the media would report on the negatives and dramatised side of things, rather than tell the ‘true’ and good stories and news that endear this Island of the Gods. As the name suggests, this is exactly what Bali Good News is all about. Being new to the market and online-only, it posed a few hurdles that needed to be jumped.
Strategy
We worked closely with the founding and editorial team in developing the tone and flavour of the magazine, its brand ideals and a strategy to reach audiences both on the island (locals and expats) as well as off the island – travellers, past and frequent visitors and those that want to go. Essentially, the common denominator is the shared love for Bali.
Combining content cross 8 categories that would offer appeal to diverse audiences, creating outreach and audience development strategies and implementing these internationally made for a great solution and brought readership number up in an instant.
Effect
It did not take long to gain readership following both on and off the ‘island of the gods’ and brought about partnerships with key events and organisations that created win-win situations such as heralding environmental and community groups and their work, cross-promotion between major events such as Bali Spirit Festival and tourism/hospitality/travel operators, airlines and service providers in Australia, internationally and local to bring a content-driven valuable resource to all those that hold a love for Bali.
