Taman Safari picks agency for regional KOL campaign

Taman Safari Indonesia Group has appointed independent agency VOIR CREATIVE to lead a regional KOL campaign aimed at driving interest in Taman Safari Bali and Marine Safari Bali among inbound travellers from Malaysia and South Korea.

The campaign, built around the platform “Exciting journey beyond wildlife paradise”, positions the two destinations as broader family experiences rather than traditional wildlife attractions, using creators across family, parenting and lifestyle categories to reach multi-generational travellers.

VOIR CREATIVE is overseeing the campaign’s influencer strategy and execution end-to-end, curating creators with strong audience relevance and engagement across Instagram and TikTok.

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The content strategy centres on three pillars - play, discovery and conservation - highlighting wildlife encounters, family bonding, educational experiences, family-friendly facilities and Bali’s cultural appeal.

Early results have pointed to strong audience engagement. The campaign generated more than 35,000 video views, reached 22,000 people and recorded nearly 39,000 engagements, with an average engagement rate of 18.2%.

The agency said the performance also provided insights into how short-form content can be tailored to drive engagement across markets. Videos featuring direct human-animal interaction within the first three seconds consistently delivered the strongest engagement, highlighting the importance of immediate storytelling hooks.

The campaign also sought to translate creator engagement into broader destination interest. During the Bali Task Force period, Malaysia recorded more than 70% growth, while South Korea recorded more than 40% growth, reinforcing both markets as contributors to international visitor growth.

Market-level results highlighted different creative opportunities, with Malaysian KOLs delivering stronger overall performance, which the agency attributed to cultural affinity and relevance. Korean creators, meanwhile, gained stronger traction when content focused on Bali’s visual and experiential appeal.

Beyond wildlife encounters, creators showcased experiences including Mara River Safari Lodge, Tsavo Lion Restaurant and the Safari Night programme. At Marine Safari Bali, Varuna Bali - described as Indonesia’s first underwater theatre and fine dining destination - was also featured to demonstrate how entertainment, dining, education and wildlife experiences can form part of a wider family destination proposition.

“We’re excited to partner with Taman Safari Indonesia Group to bring a fresh perspective to safari tourism in Bali. Beyond the numbers, what matters to us is understanding what truly resonates with different audiences and markets. The insights from this campaign allow us to continuously refine the storytelling and create content that not only drives engagement, but also builds genuine consideration for Bali as a family travel destination,” said Merita Sekenaria, founder of VOIR CREATIVE.

The appointment adds to VOIR CREATIVE’s regional influencer marketing work, as the agency looks to connect Indonesian brands and destinations with audiences across Southeast Asia and wider Asian markets through localised creator partnerships and culturally relevant storytelling.

Discover what's next in Indonesia's fast-moving digital landscape at DMA Indonesia 2026 on 13 October in Jakarta, where marketing leaders will explore how AI, creator ecosystems, social commerce, and omnichannel strategies are reshaping customer engagement and business growth.

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