Destination Branding as a Strategy to Increase Positive Image of Indonesia

摘要

The effort to increase the image of Indonesia as a country, both internally and externally, has been a continuous homework. In Public Relations, the subject is called PR program or PR campaign. Whilst, President Jokowi's administration has formulated "Nawa Cita" in leading this country, the Ministry of Tourism has formulated a campaign "Wonderful Indonesia" or "Pesona Indonesia" since January 1st, 2011. This article highlights destination branding as a concept and use Pengabdian kepada Masyarakat (PkM) as the application of the concept. This PkM project will have been running since August until December 2016. The output of this PkM will be in a form of communication campaign which will promote one or more designated touristic pace in Indonesia. This campaign aims at mainly domestic audience or local tourists. The output of this project is a 30-minute audio-visual program which broadcasts about a particular destination in Indonesia, TVC from sponsor(s) and Public Service Announcement (PSA). This program will be spread through social media. There are mainly two targets of this campaign; first, the main target is the audience of social media. The community which was profiled by this program will be our second main target of this PkM project. This writing is about PkM proposal as well as the progress of the communication campaign.