Safaruna Trip
Building demand for a destination people were not searching for yet
Context
Premium travel is sold through confidence before it is sold through price. Safaruna needed a growth system that made Central Asia feel both desirable and credible to a new audience.
Within three months, the system generated more than IDR 200M in attributed revenue and a repeatable flow of 300 to 500 qualified travel leads per month.
The problem that needed solving before chasing the result.
Safaruna was entering digital acquisition from zero for a premium, less familiar destination. The funnel had to create trust, educate the market, and convert interest into qualified inquiries.
From strategic direction to execution decisions.
I owned the work across Meta Ads, connecting strategy, execution, and measurement to the business need.
How the work moved from diagnosis to delivery.
Understand the problem
I started with the business context, user needs, and the main constraint. Safaruna was entering digital acquisition from zero for a premium, less familiar destination. The funnel had to create trust, educate the market, and convert interest into qualified inquiries.
Set the direction
I built a full-funnel system around destination storytelling, educational creative, social proof, and high-intent lead generation. Lead quality then guided each improvement to the acquisition model.
Execute and coordinate
I turned the direction into work across Meta Ads and kept the cross-functional decisions tied to what the business needed next.
Measure and improve
Progress was reviewed through output quality, user response, and commercial impact. Each cycle produced evidence for the next priority.
Turning strategy into decisions the business could measure.
Within three months, the system generated more than IDR 200M in attributed revenue and a repeatable flow of 300 to 500 qualified travel leads per month.
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