Client: Maersk, Indonesia
Brief: In partnership with central and regional government, State-Owned Enterprises and local businesses, Maersk is currently enabling Bitung as an international and inter-island hub port. A crucial part of the plan is to increase the region’s distribution network with a new tramp service that will connect Bitung directly with Malaysia and internationally, thereby successfully bypassing the need to ship goods via Java. In order to accommodate the bigger vessels required, the port’s infrastructure will be improved and expanded. A new container yard has already been constructed and a huge berth extension is on the cards.
Maersk and its partners are also actively working towards getting rid of local barriers to trade. A Special Economic Zone has been constructed, ensuring convenience and efficiency whilst doing business. It also offers various incentives to traders, saving them time and money.
As Bitung and East Indonesia grows, the demand for export and shipping will increase, thereby benefitting companies like Maersk and the industries they support. When businesses grow, their employees benefit too.
Idea: To tell the story of the ‘Bitung – Enabling Trade From Out-Port to Model Port’ through a series of films as the project progresses. Film 1 focuses on ‘Insight Indonesia – Bitung’ to deliver an understanding of the current status quo, including the government’s emphasis on regulating the fishing industry and building strategic partnerships to enable the development of the Bitung Port into a strategic hub for the region. It also focuses on the Coconut value chain, the global market for a vast range of coconut products and the technological capacity requirements needed to optimize the economic potential of the Indonesian coconut industry and the role that the port will play in unlocking this growth potential. This included a 12 minute episode broadcast story as well as a 60sec vignette.
Impact: The film project brought together various stakeholders, highlighting implementation issues that were otherwise unknown around the tuna and fishing industry in general, and helped to align agendas, communicate progress that has been made and emphasize where attention is required for the next phases going forward.