Media Branding Policy Strategy “The Heart of West Lampung” In Tourism Destination Development

Abstract

Improvement and optimization of publication services that focus on disseminating the
potential of tourism and culture in Pesisir Barat Regency into an attractive, innovative and
economical information package, so that information on tourism and cultural potential can be
accepted by domestic and foreign tourists. The purpose of this study is to examine the media
branding strategy in tourism development policies in Pesisir Barat Regency. This research
method is qualitative. Based on the results of the study, it is known that the media branding
strategy in Pesisir Barat Regency needs to be carried out by the local government, considering
the application of media branding in Pesisir Barat Regency which is still relatively new
compared to other regions. The Pesisir Barat Regency Government must be able to build a
strong brand strategy for the region, of course, is in accordance with the potential and
positioning of the target area. Tourists will remember the Pesisir Barat Regency and return to
travel to the Pesisir Barat Regency when the branding, taglines and mascots that have been
made can also be applied properly. Therefore, it is very important for Pesisir Barat Regency to
be able to implement a well-made branding media optimization strategy with the aim of
developing regional tourism. Even though the speed of social media is only brief information,
for gadget users it becomes a good marketing tool through sharing via Facebook, Instagram,
Twitter, YouTube, Googleplus and Wechat. It is the power of social media that elevates the
branding of the Pesisir Barat Regency to be known internationally.