DESIGNING BRAND ACTIVATION OF TARUMAJAYA TOURISM VILLAGE WITH TRAVELOKA IN BUILDING RECOGNITION FOR GENERATION Z IN BANDUNG CITY
Abstract
Tarumajaya Village has not maximized its communication messages so that the
potential and historical value are less conveyed to its target audience. Therefore, theproblem formulation that will be discussed is how to design communication messages,
visuals, and creative media for the needs of brand activation of Tarumajaya TourismVillage in building recognition. The objective to be achieved is to create a communication
message as well as visual design and creative media to support the brand activation ofTarumajaya Tourism Village. This research uses a qualitative approach with reference to
Moleong’s theory. Data was collected through literature study, observation, interviews,questionnaires. The data was then analyzed through cultural mapping, comparison matrix
analysis, SWOT, AOI, and AISAS. The results that have been achieved are the design ofbrand activation in the form of an exhibition event that communicates the historical valueand local wisdom of Tarumajaya Village with the target audience, namely generation Z,especially 17-21 years old in Bandung City. The exhibition will be in partnership with
Traveloka and held during the West Java Festival. This concept was chosen becauseTarumajaya Village still needs to build its brand recognition, so a partnership with a wellknown brand and presence in a well-known event can help increase exposure andaudience interest. Through this design, it is hoped that it can be a solution for Tarumajaya
Tourism Village in developing a tourism village and introducing it to a wider audiencethrough its unique historical value.
Keywords: Tarumajaya Village, history, brand activation, recognition.
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