DEVELOPING A BILINGUAL COMPANY PROFILE AND PROMOTIONAL VIDEOS FOR ACALA BROMO TRIP

Abstract

Acala Bromo Trip is a local travel agency focusing on tour services to the Mount Bromo area in East Java. Based on an interview with the owner, Acala lacked bilingual promotional materials in reaching potential international tourists. Therefore, this research aims to develop a bilingual company profile video and promotional videos to expand Acala Bromo Trip’s market reach by offering information about Acala Bromo Trip presented in English and Indonesian. This research employs a Design and Development Research (DDR) approach, focusing on product development using the ADDIE model, which consists of five systematic phases: analysis, design, development, implementation, and evaluation. Data were collected through interviews with the owner, analysis of Acala’s Instagram account, a needs analysis survey, expert validation, and a product evaluation survey. During the analysis phase, the researcher identified the lack of English-language content and the absence of an official company profile video as major barriers to expanding the business to the international market. The researcher planned the conceptual ideas for the videos, including visual concepts and storyboards, in the design phase. In the development phase, the researcher created the narration script, completed the storyboard, translated the script, recorded the voice-over, and edited the videos. Expert validation was also done to assess the quality of the videos. The implementation phase involved publishing the videos on the researcher’s Instagram account in collaboration with Acala.  Field testing was carried out, and the results showed that each video effectively delivers clear, engaging, and well-organized content that enhances audience understanding of Acala Bromo Trip's services and has high-quality visuals and accurate bilingual subtitles so they can successfully support tourism promotion and interest among potential travelers. The final product of this research consists of one bilingual company profile video and ten promotional videos featuring Indonesian voice-over and English subtitles. These videos are ready to be published on Acala’s official Instagram account as part of their digital promotion strategy aimed at reaching both domestic and international audiences.