#TITLE_ALTERNATIVE#

• Main Author: PERDANA MARBAMBA (NIM: 29105131), JUANG
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/12293
• Institution: Institut Teknologi Bandung

Indonesia has culture variety and natural resources that overflow. At this time a tourist areas that present beautiful scenery culture that exotic, lovely recreation, excitement adventures is easily found in Indonesia, but the type of agro tourism which offer character of healthy experience still less popular in the middle of society and tourism place like that still very rare met. The point of this thesis writing is to formulate the promotion strategy to communicate positioning for agro tourism at Togapuri. At this thesis writer will introduce Togapuri as nature and healthy tourism place experiences which offer concept of back to nature. The main step that must be done to introduce Togapuri to society as the tourists area is create promotion strategy in order to communicate positioning. Term of promotion strategy by it self is to control, integrate programs of communication method and design to present an organization and its products or its service to prospective customers. Methods that used to analyze the desire and response from society to type of tourist area agro is by using FGD and in depth interview. To communicate positioning Togapuri must conduct an active communication, that is with the activity of using the ATL (Above the Line) and BTL (Below the Line) methods. Media Election for ATL and BTL is adapted for the market that becomes the promotion goals, and differentiation when offering and creating product and services are very-very subventions to communicate positioning. Activity ATL is executed by advertisement in magazines, website, offices, college, school and brochures in hotel. Togapuri will also use more promotion type Below The Line (BTL), promotion aspect that lifted is publication (publicity) and sales Promotion, this aspect can be conduct by Expo program / activity.