Confusion arises over Traveloka's co-branding program at Soekarno-Hatta airport

thejakartapost.com Dipublikasikan 10.21, 16/09/2019 • The Jakarta Post
In a photo sent by Traveloka on Sept. 13, the airport signage is shown to include Pegipegi and Traveloka. However, the signs were again changed on Sept. 16.
In a photo sent by Traveloka on Sept. 13, the airport signage is shown to include Pegipegi and Traveloka. However, the signs were again changed on Sept. 16.

Online booking platform Traveloka announced a collaboration with state-owned airport operator PT Angkasa Pura II (AP II) on Friday, introducing the so-called "Terminal 2 Traveloka" brand at Soekarno-Hatta International Airport in Tangerang, Banten.

The travel company sent along a photo, showing that the signage at the airport had been changed to "Terminal 1 PegiPegi", another online booking platform, and "Terminal 2 Traveloka".

It said in a statement that the collaborative program aimed to provide Soekarno-Hatta airport’s users "the best experiences".

In addition to installing its branding across Terminal 2, Traveloka also planned to allow airport visitors to share their criticisms and ideas to improve the facility.

However, the co-branding program ended up creating considerable confusion, which was shared by some netizens on social media.

I'm sorry but I won't ever call Terminal 2 Soetta as "Terminal 2 Traveloka". This tweet is the first and the last time you'll see this on my timeline. It's kinda cringey. Like "Lebak Bulus Grab" as well. No.

— Dilla Anindita (@dilleuh) September 14, 2019

Am I a fool mikir branding terminal di bandara agak nganu? Pasti bakal ada yang mikir: beli tix di Traveloka = nanti terbangnya dari Terminal 2?
Kalo mau brand experience ya full fisik di terminalnya aja, gak usah di rambu penunjuk jalan ~~ https://t.co/5mZpokxm7o

— Dhiratara Widhya (@dhiratara) September 15, 2019

Following the responses, the signage has been taken down.

An Indonesian aviation enthusiast community, @indoflyer, posted a photo on Monday showing that the signage had been returned to normal, without the Pegipegi or Traveloka names on it.

Terminal 1 dan 2 Soekarno Hatta batal menjadi Terminal 1 Pegi-Pegi dan Terminal 2 Traveloka.
Tidak disebutkan alasan pembatalan tersebut.
Sumber: @contactap2 .
Tapi Terminal 3 tetap bernama Terminal 3 Perkantoran.
(((EH GA GITU YA BACANYA))) pic.twitter.com/0NxSIYR5so

— Indoflyer.net (@indoflyer) September 16, 2019

Read also: Check-in system at Soekarno-Hatta's Terminal 3 returns to normal after system goes down

Traveloka Group public relations director Sufintri Rahayu released a statement on Monday, saying that they did not mean to change the name of Terminal 2 to "Terminal 2 Traveloka".

“There is no plan in this co-branding [program] to change the names at Soekarno-Hatta International Airport to other names,” said Sufintri.

She previously explained that the partnership would feature experiential collaboration, as the tech company would host various activities and programs under a long-term campaign called “Gateway to Experiences”.

Meanwhile, Soekarno-Hatta International Airport executive general manager Agus Haryadi said on Monday, as quoted by kompas.com, that the co-branding program with Pegipegi and Traveloka was only valid for a limited time and commercial aspect, adding that the terminal operations remained under PT Angkasa Pura II.

“Each party, Soekarno-Hatta, Pegipegi and Traveloka, have big names and we are certain that the collaboration will bring mutual benefits for all parties, including airline passengers,” he added.

The Jakarta Post has yet to receive a respond from PT Angkasa Pura II regarding the matter. (jes/kes)

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