CITY BRANDING KOTAGEDE Heritage Travelling Diary

Kadek Primayudi

Abstract


Kotagede is one of the cities in Java that uses the basic principle of the philosophy of "Catur Gatra Tunggal" which is an amalgamation of the four elements into a single unit. Catur Gatra Tunggal consists of Keraton (palace) as the center of power authority, city squares as the center of public rituals, mosque as the center of worship and market as the trading center fused in one area.

Kotagede has the potential of heritage such as handicrafts, works of culinary, distinctive art, and the tomb of King that can be a strength of Kotagede brand image built in the target audience’s mind. This potential has been surviving for generations to the present. Kotagede can be offered to the target audience by introducing the city through the promotion of activities involving the stakeholders such as the local government and community of Kotagede Yogyakarta.

The communication strategy undertaken in this design is city branding efforts of Kotagede by juxtaposing the potential heritage of the idea of social story videos in the form of diary on daily journal of travel in exploring Kotagede with provided benefits are peace and comfort.

References


Budi Santosa, Revianto dan Tri Atmojo, Bambang. 2007. Kotagede, Life Between Walls. Jakarta: PT. Gramedia Pustaka Utama

Iswati, Tri Yuni. 2009. Kampung Dalem Dibalik Kemegahan Kotagede. Surakarta: UNS Press.

Rahmi, Dwita Hadi & Titi Handayani. 2009. Post-Disaster Conservation Manual For Kotagede Heritage District Yogyakarta, Indonesia. Yogyakarta: Jogja Heritage Society.

Kartajaya, Hermawan. 2010. Connect! Surfing New Wave Marketing. Jakarta: PT Gramedia Pustaka Utama.

Kuntowijoyo. 2003. Metodologi Sejarah edisi kedua. Yogyakarta: PT Tiara Wacana.

Riyadi, Muammad Fuad. 2001. Kampung Santri, Tatanan Dari Tepi Sejarah.Yogyakarta: Ittaqa Press.

Safanayong, Yongki. 2006. Desain Komunikasi Visual Terpadu. Jakarta: Arte Intermedia.

Wiryawan, B. Mendiola. 2008. Kamus Brand A-Z. Jakarta: Red & White Publishing.

Wawancara

Wawancara dengan Basis Hargito (67th), seniman (penggiat seni) dan pengusaha roti Kembang Waru, wawancara tanggal 27 Juni 2012 di kampung Bumen, RT 23 RW 6, Kelurahan Purbayan, Kotagede, Yogyakarta, Indonesia.

Wawancara dengan Muhammad Natsir (51th), pengangguran, wawancara tanggal 4 Februari 2012 dan di Pekaten KG II 850 RT 45 RW IX Prenggan, Kotagede, Yogyakarta, Indonesia, 55172.

Wawancara dengan Priyo J. Salim (51th), pengusaha kerajinan perak Priyo Salim Silver Jewelry, wawancara tanggal 28 Juni 2012 di Kebohan KG 3/547, Kotagede, Yogyakarta, Indonesia, 55173.

Wawancara dengan Sukarja (64 th), warga Kotagede, wawancara tanggal 19 Juli 2012 di kampung Jagungan, Kelurahan Purbayan, Kotagede, Yogyakarta.


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