DESIGNING A BRAND ACTIVATION STRATEGY FOR KAMPUNG LUKIS JELEKONG IN COLLABORATION WITH GREEBEL TO ENHANCE BRAND AWARENESS AMONG THE 13-18 AGE GROUP IN BANDUNG

Abstract

There has been no stability in tourists from within and outside the country since the restrictions were
implemented. Promotion of the Jelekong Lukis Village through the event, namely Jelekong Fest, was less
effective because it was accompanied by the celebration of National Puppet Day, so the only potential that
was highlighted was the wayang. The methodology used in this research was qualitative by collecting
observational data, literature studies, interviews and questionnaires. Based on the analysis that has been
carried out in the promotional content of Kampung Lukis Jelekong's Instagram social media, the use of this
social media is still not optimal. With less informative Instagram feeds and fonts that are not suitable for
use. This causes a lack of enthusiasm from Instagram users. Based on the data collection and analysis that
has been carried out, it can be concluded that Kampung Lukis Jelekong has good potential for tourism, but
the lack of attention in the field of promotion and social media is a challenge for this tourist attraction.
Therefore, Kampung Lukis Jelekong needs brand activation promotional media through events that can
provide direct interaction from the promoter to the visitors who come.

Keywords: tourism, promotional media, event.