Suchergebnisse

Since West Sumatra established itself as the world's best halal tourist destination at the World Halal Tourism Award 2016, Padang City is automatically synonymous with the city of "Halal Tourism". The victory in the category of Worlds Best Halal Culinary Destination and World's Best Halal Destination motivated the Padang City Government and all stakeholders to build awareness that the time for tourism in the City of Padang was to rise up and be aligned with other regions in Indonesia. But the fundamental problem faced in the development of Padang City tourism is the non-specificity of the Padang City city branding with the cities and regencies in West Sumatra. Case studies reveal, that the pattern and concept of city branding halal tourism has not been created yet, there is no guarantee that Padang City holds the main principles and conditions for halal tourism even though the population is predominantly Muslim. Important factors for Muslim tourists may also be partly accommodated, such as halal labels, worship facilities and halal services. Padang must be more consistent in the selection of city branding and conducting socialization and promotion on an ongoing basis.

Marketing West Sumatra is conventionally considered less effective because it is poorly understood by investors and have not been able to save the region from poverty. The main factors associated with the marketing of this area are: (1) the value of the product and how to communicate it, and (2) branding communication. The local government has failed to build the value of the product if the product is offered only in the form of a promise that is not in accordance with reality. Therefore, local governments must build a brand on the products it offers. A good brand is able to bind to the consumer, have an emotional connection with consumers, easy to understand, easy to remember and can be trusted. In fact, sometimes the government managed to create a brand of the product, but fails to communicate it to the market. The first year of this study intends to look at the effectiveness of marketing communications campaigns through branding of West Sumatra government communication in overcoming poverty. This study was conducted over two years, the first year in the area to help define and communicate its brand well and advised marketing campaign to communicate the various potential regions to the consumer market and investors; and the second year is planned to evaluate whether the offender is already powerful marketing area and was able to reduce poverty? In evaluating marketing communication activities, the analysis was conducted on the activity of the market, competitive conditions, and analysis of the target audience to get detailed information. Such information will assist in planning your next marketing communication programs. The evaluation plan is divided into two criteria, namely the pre-test and post-test. With the study of local government is expected to increase the number of investors and solve the problem of poverty. Marketing area by itself able to increase empowerment, partnership, participation and social advocacy become a strategy in overcoming poverty. Keyword: marketing campaigns, brand, poverty

This study applies the collaboration approach of city brand index and city brand personality towards the city branding "Padang Your Motherland". The results of city brand index show that the presence aspect - visitors 'views on international status and reputation globally' gets the highest rating. The aspect of the city brand index of the city of Padang that is relevant to the city branding "Padang Your Motherland" is the presence, place, people, sentiments of feeling, while the indirect is the potential and preconditions. On the other hand, City of Padang city personality scale also shows that some aspects that shape the brand personality of Padang City have direct relevance to the city branding "Padang Your Motherland", namely excitement, skill, and toughness, while the indirect aspects are sincerity and sophistication. This aspect that does not have direct relevance can be a supporter in the personality of Padang City. Based on the results of this study, it is suggested that the Padang City Government pay more attention to the potential aspects and prerequisites in city brand index and aspects of sincerity and sophistication in city brand personality in the development or evaluation of the city branding "Padang Your Motherland".