DESTINATION BRANDING AS A STRATEGY TO INCREASE POSITIVE IMAGE OF INDONESIA

Carly Stiana Scheffer Sumampouw

Abstract


Usaha untuk meningkatkan citra bangsa Indonesia, baik internal maupun eksternal merupakan pekerjaan rumah yang berkelanjutan. Dalam kajian Public Relations, termasuk dalam matakuliah PR program ataupun kampanye PR. Pemerintahan Jokowi telah memformulasikan Nawa Cita dalam memimpin negara ini, sementara Kementerian Pariwisata telah memformulasikan suatu kampanye berjudul Wonderful Indonesia atau Pesona Indonesias ejak 1 Januari 2011. Artikel ini menggunakan konsep destination branding serta menggunakan Pengabdian kepada Masyarakat (PkM) sebagai aplikasi konsep yang diwujudkan di dalam kelas Capstone. Kegiatan PkM ini telah berjalan sejak Agustus hingga Desember 2016. Luaran dari PkM ini berbentuk kampanye komunikasi yang mempromosikan satu atau lebih tujuan wisata di Indonesia. Kampanye ini menargetkan khalayak domestic atau turis lokal. Luaran dari proyek ini ialah program audio-visual berdurasi 30 menit yang menayangkan destinasi tertentu di Indonesia, iklan komersil dari sponsor dan iklan layanan masyarakat. Program ini dipancarteruskan melalui media sosial. Dua target utama kampanye ini adalah; pertama, target khalayak yang menonton melalui media sosial. Lalu komunitas yang diangkat melalui pojek PkM ini merupakan target utama kedua. Tulisan ini merupakan proposal PkM serta progress dari kampanye komunikasi yang dilakukan.

The effort to increase the image of Indonesia as a country, both internally and externally, has been a continuous homework. In Public Relations, the subject is called PR program or PR campaign. Whilst, President Jokowi’s administration has formulated Nawa Cita in leading this country, the Ministry of Tourism has formulated a campaign Wonderful Indonesia or Pesona Indonesia since January 1st, 2011.This article highlights destination branding as a concept and use Pengabdian kepada Masyarakat (PkM) as the application of the concept, internalized in a subject called Capstone. This PkM project will have been running since August until December 2016. The output of this PkM will be in a form of communication campaign which will promote one or more designated touristic pace in Indonesia. This campaign aims at mainly domestic audience or local tourists. The output of this project is a 30-minute audio-visual program which broadcasts about a particular destination in Indonesia, TVC from sponsor(s) and Public Service Announcement (PSA). This program will be spread through social media. There are mainly two targets of this campaign; first, the main target is the audience of social media. The community which was profiled by this program will be our second main target of this PkM project. This writing is about PkM proposal as well as the progress of the communication campaign.


Keywords


branding, capstone, citra, destinasi, destination, image, Indonesia, PkM,

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References


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