STRATEGI CITY BRANDING PEKALONGAN “WORLD’S CITY OF BATIK”

Authors

  • Rifda Amalia Susanti Program Pasca Sarjana ISI Surakarta

DOI:

https://doi.org/10.33153/glr.v16i1.2343

Abstract

ABSTRAK Tulisan ini membahas tentang strategi kota Pekalongan dalam mempromosikan city branding “World’s City of Batikâ€. Metode yang digunakan adalah kualitatif deskriptif, dengan teknik pengumpulan data yaitu telaah dokumen, wawancara dan studi pustaka. Hasil dari tulisan ini adalah (a) menghasilkan pemaparan tentang aset kota yang dimiliki oleh kota Pekalongan, yaitu budaya (cultural) yang diwakili oleh pariwisata berbasis batik dan kemudahan (amenity) termasuk fasilitas yang tersedia di kota Pekalongan. Aset kota ini merupakan salah satu penguat branding kota. (b) strategi branding yang dilakukan pemerintah kota meliputi strategi visual dan strategi promosi. Strategi visual yang dilakukan di antaranya penciptaan identitas visual yang merepresentasikan karakter kota Pekalongan seperti logo, tagline, warna dan tipografi. Identitas visual ini nantinya dikomunikasikan dalam berbagai media promosi seperi merchandise, spanduk, poster, leaflet, dan sebagainya. Strategi promosi yang dilakukan oleh pemerintah kota yaitu dengan mengadakan festival tahunan Pekan Batik, membuat labelisasi batik, landmark, zebracross batik. Selain logo branding, kota Pekalongan secara konsisten menggunakan motif batik khas Pekalongan, yaitu Jlamprang dalam media promosi. Kata kunci: City Branding, Pekalongan, Batik.  ABSTRACT This paper discusses about the strategy of Pekalongan city in promoting the city branding “World’s City of Batikâ€. The method used is qualitative descriptive, with data collection techniques namely document review, interviews and literature study. The results of this paper are (a) an explanation of the city assets owned by Pekalongan city, it is the culture represented by batik-based tourism and convenience (amenities) including available facilities in Pekalongan. This city asset is one of the city’s branding boosters. (b) the branding strategy carried out by the city government includes visual and promotion strategies. Visual strategies carried out include the creation of visual identities that represent the character of Pekalongan city such as logos, taglines, colors and typography. This visual identity will be communicated in various promotional media such as merchandise, banners, posters, leaflets, and so on. Promotional strategies carried out by the city govern-ment include an annual Batik Festival, making batik labels, landmarks, and zebra cross batik. In addition to the branding logo, Pekalongan city consistently uses typical batik motifs of Pekalongan, namely Jlamprang in promotional media. Keywords: City Branding, Pekalongan, Batik.

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Peraturan Walikota Pekalongan No. 5 Tahun 2014 tentang Branding kota Pekalongan.

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Published

2019-01-24

Issue

Vol. 16 No. 1 (2018)

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Articles

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