PR Function in City Branding

A Study on Banyuwangi Through Majestic Banyuwangi

DOI

10.2991/assehr.k.210805.135How to use a DOI?

Keywords

public relations, city branding, Banyuwangi

Abstract

PR industry is growing very rapidly in Indonesia. One of the functions of public relations is to create, develop, maintain, and improve the image of the organization and the company it represents. An area also needs a positive image to all the stake holders. A way to create image is by branding. Branding an area is called city branding. Banyuwangi was chosen as one of the 10 sub-brand tourist destinations formed by the Ministry of Tourism and Creative Economy under the master-brand Wonderful Indonesia. Banyuwangi’s development in the tourism sector felt since 2015 and increased rapidly in 2016 after Majestic Banyuwangi created. Therefore, this study discussed about how PR function in Banyuwangi’s city branding as a city of tourism through Majestic Banyuwangi. This study used city branding theory to form an image as in public relations. The research approach is a qualitative approach with a case study method. Collecting data through interviews, documentation, literature, and online searches. The results of the analysis show that public relations carry out the entire process of implementing city branding in order to achieve the expected image as a tourism city for Banyuwangi by highlighting the advantages of Banyuwangi in the Majestic Banyuwangi brand.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Nadya Christine
AU  - Yugih Setyanto
PY  - 2021
DA  - 2021/08/08
TI  - PR Function in City Branding
BT  - Proceedings of the International Conference on Economics, Business, Social, and Humanities (ICEBSH 2021)
PB  - Atlantis Press
SP  - 857
EP  - 862
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.210805.135
DO  - 10.2991/assehr.k.210805.135
ID  - Christine2021
ER  -