Rahmadani, Pratiwi
(2014)
REBRANDING ISTANO BASA PAGARUYUNG SEBAGAI
ICON DAN OBJEK WISATA MINANGKABAU PASCA
KEBAKARAN TAHUN 2007.
REBRANDING ISTANO BASA PAGARUYUNG SEBAGAI ICON DAN OBJEK WISATA MINANGKABAU PASCA KEBAKARAN TAHUN 2007
.
(Unpublished)
Abstract
This study discusses about rebranding strategy the replica of Istano Basa
Pagaruyung as a tourist attraction and Minangkabau icon after the fires in 2007 used
by the Department of Tourism Culture Youth and Sports (Budparpora) in Tanah
Datar Regency. This study aims to assess the rebranding by Public Relations
activities run by Head Office of Promotion Budparpora Tanah Datar. In addition,
researchers also examine the strategies in public relations activities in promotions,
news, and event.
Researchers used a model of communication as a scalpel Braddock this study. In
Braddock communication model, there are seven elements that must be considered in
the process of communication that is communicator, message, communicant, media,
situation, purpose, and effect. The method used is descriptive qualitative method.
Data collection techniques used were interviews with four employees of Dinas
Budparpora Tanah Datar, and observations in the field and study documentation.
The results showed that the activities of a rebranding strategy Istano Basa
Pagaruyung’s replica after a fire in 2007 that is promotional activities, news, and
events conducted by the Department Budparpora be the message conveyed to the
audience to visit Istano Basa Pagaruyung. This message was delivered by media that
is mass media and new media (internet) to introduce the Istano Basa Pagaruyung’s
brand awareness. So it will look a brand of Istano Basa Pagaruyung when people see
Istano Basa Pagaruyung then they will remember the Minangkabau. Conversely,
when people considering Minangkabau society then they will remember Istano Basa
Pagaruyung as Minangkabau icon.
Keywords: Rebranding, Brand Awareness, Istano Basa Pagaruyung
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