PROPOSAL

INTERNATIONAL PUBLIC DIPLOMACY PROJECT

GROUP 1
IRC24-1SP

Proposed by
Carmel Debora Siregar - 20110240154
Jessica Ivana Hutapea - 20110240956
Priskilla Meira Phoebe - 20110240633
Shafa Rana Safira - 20110240749
Thyara Puspita Amanda Putri - 20110240823

Jakarta
2022

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 Table of Contents
Cover 1

Table of Contents 2

Background 4

Date and Venue 5

Program Activities 6

Budget Estimation 7

Formulation of Strategic Narrative and Key Messages 7

Instruments of Public Diplomacy 8

Using Social Media Promotion 8
Using International TV Stations 9
Using national TV Stations 9
Using Internet News 9
Promotion by Influencers 9

Collaborations, Sponsorships, and Media Partners 10

Collaboration 10
Collaboration with Ministry of Tourism and Creative Economy of the Republic of Indonesia 10
Collaboration with Ministry of Education, Culture, Research, and Technology of the Republic of
Indonesia 10
Collaboration with ASEAN 10
Collaboration with UNESCO 11
Collaboration with Wonderful Indonesia 11
Collaboration with Indonesian National Cultural Institution 11
Collaboration with Indonesian Designers 11
Sponsorship 12
AVB Media Asia 12
Emirates 12
Erigo Apparel 12
Indonesian Contemporary Art & Design 12
Make Over 13
Somethinc 13
PT. Usaha Perdagangan Indonesia 13
Gojek Indonesia 13
RANS Entertainment 13
Media Partners 14
Female Daily Network 14
Cewekbanget.Id 14
GADIS Magazine 14
Prambors FM 14

Closing 15

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Background
WFC or World Fashion Competition is an organization created by millennials and is
engaged in fashion. This organization certainly cooperates with many support partners to
support the activities carried out such as fashion competitions, fashion shows, and exhibitions
of unique clothes from various regions. Our vision and mission Fashion itself will be
upgraded following the flow of time and trends prevailing at that time and developing all the
time. and fashion is not only because of the people who demonstrate or expensive fabrics and
there is no bad fashion, but fashion has its own tastes and uniqueness.

Public diplomacy is a movement or activity carried out to form cooperation between

one country with other countries. Of course, any activities related to public diplomacy will be
supported by the government. There are two fundamental varieties of public diplomacy. The
first is branding, or social communication, in which the government seeks to change its image
without seeking help for any direct term goal. States will have branding strategies to promote
a better picture of themselves in this world. Ideally, branding makes national goodwill and
facilitates practice across a variety of topics. It also facilitates sustaining long-term coalition
relationships and undermines force propaganda. The second type of public diplomacy
involves political communication where governments seek to influence people’s behaviour by
using their own words and actions.

International relations are very close to public diplomacy activities. One of the ways
to establish relations with other countries is with soft power. The meaning of Soft power is
the ability to co-opt rather than coerce and things that include soft power are culture, political
values, and foreign policy. As we know, Indonesia is a country with 34 provinces which is
one of the countries that are rich in culture, especially Nusantara Fabric. Fashion shows,
make-up and entertainment events are the right things to promote Indonesian Nusantara
Fabric.

The concept of the Fashion Competition and Fashion Show is an event to create and
will eventually feature clothing lines and come during a scheduled time. Fashion
competitions and Fashion Shows also have several sessions where the right time to do these
activities is during high sessions or times that have the opportunity to make the event a
success and the Indonesian Nusantara fabric culture is exposed and has the potential for

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consumers to buy clothes displayed at the Fashion Show at a predetermined price. WFC or
World Fashion Competition is an organization created by millennials and is engaged in
fashion. This organization certainly cooperates with many support partners to support the
activities carried out such as fashion competitions, fashion shows, and exhibitions of unique
clothes from various regions.

As we know, Tana Toraja is one of the regents of South Sulawesi and has a variety of
amazing tourist attractions. Exotic nature tours and cultural diversity will amaze visitors.
Tana Toraja can be reached by land or air. Overland usually takes 8 to 9 hours. On the other
hand, if you're traveling by air, it might only take an hour. Upon arriving in Tana Toraja,
tourists are faced with various travel options. Tana Toraja is also known as the beauty of the
land above the clouds. Tana Toraja is also known as fabric made by traditional women in
Sa'dan. Toraja fabric itself has 3 fabric motifs namely Pa’borong-borong fabric, Pa’bannang
fabric, Pa’miring fabric. This typical Toraja fabric motif contains a fairly deep meaning that
is the Value of manners, going together, Respect for each other, and Toraja life.

So on this occasion, our organization will hold a project public diplomacy event using
a fashion competition and fashion show with the theme of Toraja fabric on 1st - 2nd October
2023 in Taman Bhagawan Nusa Dua, Bali. This project will be very useful to show the Toraja
fabric originating from Indonesia. So Toraja Fabric is not just known in Indonesia but also in
other countries. We will invite designers from various countries, especially ASEAN, to
participate in this competition. Of course, this event will not take place just once but will run
as an annual event and every year the theme of this event will be different and recognized by
the world.

In addition to presenting/serving beautiful fabrics originating from Tana Toraja

Indonesia, we also provide food stands for guests who attend. The food at the booth is not
only Indonesian, but we also have Asian and western food stands.

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Date and Venue
Date: 1st - 2nd October 2023
Time: 9 AM – 6 PM
Place: Taman Bhagawan, Bali, Indonesia

Program Activities
This program will be held at Taman Bhagawan, Bali, Indonesia on 1st - 2nd October 2023 with
this following agenda bellow:
1st October 2023
09.00 AM - 10.00 AM: Reception of guests and public
10.00 AM - 10.03 AM: Master of Ceremony to open (3 minutes)
10.03 AM - 10.10 AM: Guest Performance
10.10 AM - 10.30 AM: Welcome and Opening Remarks by The President of Republic
Indonesia
10.30 AM - 11.00 AM: Keynote Speech by Chairman of the WFC committee
11.00 AM - 11.10 AM: Guest Performance
11.10 AM - 12.00 PM: Fashion Show from each contestant
12.00 PM - 1.30 PM: Judges Assessment while break
01.30 PM - 2.30 PM: Judges Review and Announcement for Final
02.30 PM - 02.40 PM: Guest Performance
02.40 PM - 03.00 PM: Closing by The Master of Ceremonies

2nd October 2023

12.00 PM - 01.00 PM: Reception of guests and public
01.00 PM - 01.03 PM: Master of Ceremony to open (3 minutes)
01.03 PM - 01.10 PM: Guest Performance
01.10 PM - 02.10 PM: Fashion Show from each contestant who goes to final
02.10 PM - 02.20 PM: Guest Performance
02.20 PM - 04.00 PM: Judges Assessment while break
04.00 PM - 05.00 PM: Judges Review and Announcement for The Winner
05.00 PM - 05.20 PM: Closing Speech by The Chairman of ASEAN
05.20 PM - 06.00 PM: Guest Performance
06.00 PM - 06.30 PM: Closing

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Budget Estimation
Description Price Quantity Duration Total Cost

Venue ( Security, Decorations ) Rp. 150.000.000 1 2 Rp. 300.000.000

Transportation ( Bus, Shuttle Bus ) Rp. 1.500.000 15 2 Rp. 45.000.000

Stage Rp. 40.000.000 1 2 Rp. 80.000.000

Equipment Fee ( Lighting, Sound, etc ) Rp. 75.000.000 1 2 Rp. 150.000.000

Crews Fee Rp. 250.000 250 2 Rp. 125.000.000

Food and Beverages ( Guest, Crew, Contestant ) Rp. 90.000 800 2 Rp. 144.000.000

Master of Ceremony Rp. 8.500.000 2 2 Rp. 34.000.000

Digital Promotions Rp. 6.500.000 10 1 Rp. 65.000.000

Prize ( 1st, 2nd, 3rd ) Rp. 250.000.000 1 1 Rp. 250.000.000

Booth ( Souvenirs, Food and Beverages, Photo Box, etc ) Rp. 1.000.000 25 2 Rp. 50.000.000

Project Total Cost Rp. 1.243.000.000

Formulation of Strategic Narrative and Key Messages

Indonesia is a very rich country. Indonesia was known not only for its rich natural
resources but also for its rich culture. Indonesia is the largest archipelagic country in the
world, from Sabang to Merauke Indonesia is blessed with various tribes and cultures.
Indonesia, which is in the form of an archipelago, can be said to be profitable for Indonesia.
With the differences in geography on each island, more and more cultures appear on each
island in Indonesia. Culture in Indonesia includes traditional food, traditional ceremonies,
traditional clothes, and many others. Indonesia is also famous for its very beautiful fabrics.
Thousands of traditional fabrics with various motifs are scattered throughout the territory of
Indonesia.

One of the places that are still thick with culture is Tana Toraja. Tana Toraja is a
district located on one of the islands in Indonesia, the island of Sulawesi. Tana Toraja is
famous for the many religious ceremonies that are still carried out today. Tana Toraja is also
known for its traditional cloth originating from the place, namely Toraja weaving. Toraja
weaving is a sign of love for relatives who have passed away. The cloth as a sign of love
plays an important role in the funeral rituals of the Toraja family which is spread across the
highlands of South Sulawesi and West Sulawesi. It is an expression of the bond of love that
connects relatives. In addition, why we choose Toraja cloth to be the main cloth that we use

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in this show is because of the origin of the cloth itself, namely the land of Toraja. Tana Toraja
is one of the beautiful tourist attractions in Indonesia that is rarely exposed. The Toraja tribe
inhabits mountainous areas and maintains a distinctive lifestyle and still shows an authentic
Austronesian lifestyle that is similar to the culture of the Nias tribe in North Sumatra
province. This area is one of the leading tourist attractions in the province of South Sulawesi.
Although Toraja is a very, very good tourist destination, there are still a lot of people in the
country and out the country who do not know this place.

Instruments of Public Diplomacy

Since this competition will be followed by the country, it is essential to provide promotion
through certain media. The media used in the promotion of this program include:

1. Using Social Media Promotion

Social media is growing rapidly at this time and worldwide which also social media
promotion can be very influential to introduce this program. We will be using promotional
advertisements on several social media platforms by creating several social media accounts to
promote and raise awareness to the public about Toraja cloth that will be exhibited at the time
of the competition. The Platform media used in the promotion of this program include:
● Instagram account: by creating content about the program and support using
Instagram ads that aim to boost the promotion of the program through advertising on
Instagram and we also promote news on Instagram accounts such as @cnnstyle and
@cnnindonesia as announcements and documentation.
● Using the TikTok & Youtube Platform: This program will also use video-based social
media, namely TikTok & YouTube where currently the amounts of TikTok &
YouTube users are huge. Also, those platforms are popular in the world.
● Create a twitter account for short advertisements, post poster, and attract netizens to
support the event through comments.
● Creating Facebook account: this platform have one of the features such as events.

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 2. Using International TV Stations

We also need international broadcasting like CNN and BBC to inform wide community about
this program. CNN is successfully spreading its wings throughout the world by spawning
various local channels in each country. Broadcast news coverage from around the world for
24 hours non-stop. BBC world news is the same as CNN and recommended international
news channels. Because the venue for WFC is in Taman Bhagawan, Indonesia. We want to
include promotions on the CNNIndonesia Channel as a form of announcement of the
Indonesian competition to the world.

3. Using national TV Stations

This event certainly does promotion through local broadcasting, to inform the public to
support the event. The event was held by Taman Bhagawan, certainly making it easier for
Indonesian journalists to publish about the activities to be carried out. The channel that we
will use is KompasTV, with the reason that the trust of the Indonesian people is guaranteed
with that news.

4. Using Internet News

Through internet news, of course we do promotions include:

● CNNIndonesia as a branch of CNN international news, to report this event to CNN
readers in the world, even ASEAN member countries who will contribute to the
event.
● Kompas has certainly become local internet news, to persuade the public to support
the event.

5. Promotion by Influencers

In order to attract more attention, this event must of course be promoted through top
influencers include:
● @Raffinagita1717 as a popular influencer with 62.9 million followers on Instagram.

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 ● Via Vallen as an experienced influencer in the 2018 Asian Games, through the
promotion of Music video to introduce to the world.

Collaborations, Sponsorships, and Media Partners

1. Collaboration

Cooperation is one of the strategies for this program to run as expected from. The
following are some of the collaborations that will be done to bring the together to make this
program a reality.

- Collaboration with Ministry of Tourism and Creative Economy of the Republic

of Indonesia

The collaboration with the Ministry of Tourism and Creative Economy will support
the continuity of the program we will be holding to introduce traditional fabrics and also
Indonesian culture and tourism. Along with the times, Indonesian tourism has experienced
very rapid growth so that this collaboration is expected to attract interest and attention from
the international community, especially Southeast Asia regarding Kain Nusantara. In
addition, we hope that this collaboration can bring local fabric products to the international
market and support Indonesian Micro, Small and Medium Enterprises (MSMEs).

- Collaboration with Ministry of Education, Culture, Research, and Technology of

the Republic of Indonesia

The collaboration with the Ministry of Education, Culture, Research, and Technology
will support our program through learning to the Southeast Asian community about Kain
Nusantara that we introduce to them. The collaboration that we will do is educative and
creative and displayed as attractive as possible so that our target audience will always
remember the culture that we introduced through the various instruments that we use.

- Collaboration with ASEAN

The collaboration with ASEAN is carried out to attract the Southeast Asian
community, especially talented designers from various Southeast Asian countries to know

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and learn about Kain Nusantara. We hope that this program can be one of ASEAN's ways in
achieving the goals contained in the ASEAN Socio-Culture Community. In addition, through
this collaboration, we hope that our program will be more easily recognized and promoted to
the Southeast Asian Community

- Collaboration with UNESCO

The collaboration with UNESCO is carried out to promote Kain Nusantara to the
Southeast Asian Community which is expected to result in peace in international relations
through information and cultural communication. UNESCO through this program can act as a
reminder to respect each other's cultures and introduce that cultural diversity in the world is a
beautiful thing.

- Collaboration with Wonderful Indonesia

The collaboration with Wonderful Indonesia is one of the important things because
Wonderful Indonesia is Indonesia’s tourism brand and already well known to the international
community which makes it easy to implement our program properly.

- Collaboration with Indonesian National Cultural Institution

We value collaboration with the Indonesian National Cultural Institution from the
vision and mission of the Indonesian National Cultural Institution, it has great potential in the
success of our program. As a non-profit organization, the Indonesian National Cultural
Institution strongly supports the development of Indonesian culture based on Pancasila. In
this case, apart from being able to promote Kain Nusantara, we can also promote the values
of Pancasila which are the main identity of Indonesia.

- Collaboration with Indonesian Designers

We will carry out promotions through collaboration with several talented designers
from Indonesia. This aims to make it easier to introduce our program directly to the world of
designers. We also choose them as the judges in our program. We selected three of the best
Indonesian designers, namely

- Anne Avantie: known for her kebaya designs. Most of the designs always highlight the
characteristics of the archipelago but with a modern touch.

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- Peggy Hartanto: she created her own fashion label. The label, named Peggy Hartanto, has
three definitions to describe the design, namely bold, elegant, and minimalist.

- Rafi Ridwan: he is a deaf designer, his major achievement to be proud of is that Rafi's
design was used by Tyra Banks on America's Next Top Model.

2. Sponsorship

So that our program can run smoothly, we invited several parties who can support our
program in finance, goods, or services. The following are some of the parties we have
invited, namely

- AVB Media Asia

AVB Media Asia is a production house from Bali. In our program, they will provide
sponsorship in the form of production of promotional advertisements as well as photos and
videography to support the smooth running of the program in terms of marketing,
publication, and documentation.

- Emirates

Emirates strongly supports arts and cultural activities so we have invited Emirates as
one of the sponsors in our program. Emirates’ commitment to supporting the growth of
global culture fits perfectly with our program objectives. Emirates will be the main sponsor
of the transportation sector in our program.

- Erigo Apparel

Erigo Apparel is one of the best local products that has managed to reach the
international market. We invited Erigo Apparel to join our program because we believe that
Erigo Apparel can be an inspiration for local products to continue to work and develop their
products in order to join the international market.

- Indonesian Contemporary Art & Design

As an institution that wants to bridge the gap between art and culture and fashion,
ICAD will have great potential in developing the concept of our program because it will
focus on innovation and creativity.

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 - Make Over

We invited Make Over as a sponsor in our program because Make Over is one of the
best local make-up products that has been recognized by the international community. The
products offered by Make Over are also very diverse, making it very suitable for make-up
artists who want to explore various types of facial makeup to beautify their models.

- Somethinc

Somethinc is a local skincare product that is widely known by the Indonesian people
and is developing its wings to the international market. Somethinc has worked with several
international artists who have made its name even more famous. In our program, we hope
that more and more local Indonesian skincare products can join the international market and
be known by the international community.

- PT. Usaha Perdagangan Indonesia

As a business entity that cooperates with all stakeholders, micro-companies, and the
Indonesian ministry in distributing local products as a form of commitment to the
contribution of the Indonesian local market, UPI has a great potential in our program as a
party that can support Indonesian Micro, Small and Medium Enterprises (MSMEs) to export
their products to international markets.

- Gojek Indonesia

As a local company engaged in technology and transportation, we have invited Gojek

Indonesia as one of the sponsors in the transportation sector which will facilitate the mobility
of the invited guests when they want to attend and leave our event.

- RANS Entertainment

RANS Entertainment is an entertainment business entity formed by a famous

Indonesian artist couple, Raffi Ahmad and Nagita Slavina. RANS Entertainment focuses on
digital entertainment such as YouTube and Facebook so we hope that the resulting
collaboration can introduce our program to reach a wider target audience.

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 3. Media Partners

Through media partners, we hope to show another side of Kain Nusantara. Besides we
want to promote the program and introduce the culture of Kain Nusantara to society, we want
to show that fashion is not only for those who are physically beautiful but fashion is for
everyone, regardless of their physical appearance.

- Female Daily Network

Female Daily is one of the largest digital platforms in Indonesia that focuses on
beauty. They have a mission to empower women through happiness from small acts of joy.
Through Female Daily, we hope that apart from Indonesian culture being known to the
international community, we also hope that our program can bring happiness to everyone who
participates in it. In addition, for us beauty has no gender, so anyone can join the world of
fashion and beauty.

- Cewekbanget.Id

Cewekbanget.Id is a digital platform that focuses on eliminating anxiety about

women's appearance and beauty. Through this collaboration, we hope to break the stereotype
that beauty must be feminine and fashionable because, in our program, we will feature
models whose beauty is not only physical, but inner beauty is also important thing.

- GADIS Magazine

GADIS is a magazine that has a target audience of teenagers. By collaborating with

GADIS, we hope to introduce the program and Kain Nusantara to teenagers and invite them
to always keep up with the times through educational and creative content while still having
an understanding and love of the culture of their own country and also the culture of other
countries.

- Prambors FM

Prambors FM is a radio network aimed at Indonesian youth. The broadcast programs

they offer are very diverse and always present the latest content. Through Prambors, we hope
to reach a larger target audience of teenagers and promote our programs in an interactive way

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to a wider audience. In addition, we also hope that Prambors can remind its listeners that
beauty has no standards so that stereotypes about beauty standards can be lost in society.

Closing
Thus this proposal we made. Hopefully, this activity can be useful and well organized
in accordance with the goals that have been set. Therefore, we as the committee expect the
help and participation of all parties for the smooth and success of this activity.

We look forward to financial support from our parties to ensure the successful
implementation of this program, “World Fashion Competition”.

In conclusion, we would like to express our sincere gratitude to everyone who

cooperated and supported the preparation of this proposal.

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