CAMPAIGN DESIGN TO INCREASE TOURISM VISITS TO MEDAN CITY

• Main Author: Yoshi Wijaya, Kazu
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/48421
• Institution: Institut Teknologi Bandung

The use of City Branding as a strategy in tourism marketing communication is being an activity that is intensively carried out and is rapidly increasing in its development. Medan as one of the cities that has city branding, communicates the city branding "Colorful Medan" through an event called "Enchanting Colorful Medan" in order to be able to attract and enhance tourist visits to the city of Medan. However, this activity does not really have an impact on increasing tourist visits to Medan. Therefore, to be able to increase tourist visits to the city of Medan, a strategy is needed to attract tourists to visit Medan. Campaigns can help to increase visits from tourists to travel to Medan. The design method in this design uses a qualitative descriptive approach in the form of literature studies, observations, and interviews with analysis based on campaign theory, persuasive communication theory, tourism theory, tourist theory (target audience), and campaign media theory. A unique communication strategy and campaign concept that is packaged as attractive as possible, can be used as a useful method to be able to attract tourist visits to the city of Medan. The campaign is expected to attract tourists, especially local tourists to be able to visit and travel to the city of Medan.