City Branding Communication Strategy: An Analysis Of “The Heart Of Bali” Campaign In Denpasar

Radithya, I Gusti Ngurah Rama (2026) City Branding Communication Strategy: An Analysis Of “The Heart Of Bali” Campaign In Denpasar. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

This study examines the communication strategy of the city branding campaign “The Heart of Bali” implemented by the Denpasar City Government. Denpasar is selected as the research site because it demonstrates the most active and consistent branding initiatives in Bali, integrating official websites, social media, and cultural festivals into a cohesive promotional effort. A qualitative descriptive approach was employed, with data collected through observation of the event preparation and in-depth interviews with tourism operators, government officials, residents, tourists, and academic experts. Source triangulation was applied to ensure credibility, while expert validation strengthened the interpretation of findings. The analysis draws on Anholt’s City Brand Hexagon, Kavaratzis’s city branding communication model, and Integrated Marketing Communication (IMC) to evaluate primary, secondary, and tertiary communication layers. The results highlight the strengths and weaknesses of Denpasar’s branding strategy, the alignment between planning and implementation, and the responses of audiences. The study contributes by addressing the gap in city branding communication research in Indonesia and providing practical recommendations for strengthening the sustainability and inclusivity of Denpasar’s city branding efforts.
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Penelitian ini mengkaji strategi komunikasi dari kampanye city branding “The Heart of Bali” yang dilaksanakan oleh Pemerintah Kota Denpasar. Denpasar dipilih sebagai lokasi penelitian karena menunjukkan inisiatif branding yang paling aktif dan konsisten di Bali, dengan mengintegrasikan situs web resmi, media sosial, serta festival budaya ke dalam sebuah upaya promosi yang terpadu. Pendekatan deskriptif kualitatif digunakan dalam penelitian ini, dengan pengumpulan data melalui observasi terhadap persiapan acara serta wawancara mendalam dengan pengelola pariwisata, pejabat pemerintah, warga lokal, wisatawan, dan pakar akademik. Triangulasi sumber diterapkan untuk menjamin kredibilitas, sementara validasi oleh pakar memperkuat interpretasi temuan. Analisis dilakukan dengan menggunakan City Brand Hexagon dari Anholt, model komunikasi city branding dari Kavaratzis, serta Integrated Marketing Communication (IMC) untuk mengevaluasi lapisan komunikasi primer, sekunder, dan tersier. Hasil penelitian menyoroti kekuatan dan kelemahan strategi branding Denpasar, kesesuaian antara perencanaan dan implementasi, serta respons dari audiens. Penelitian ini memberikan kontribusi dengan mengisi kesenjangan riset terkait komunikasi city branding di Indonesia sekaligus menawarkan rekomendasi praktis untuk memperkuat keberlanjutan dan inklusivitas upaya city branding Kota Denpasar.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Anholt’s Hexagon, City Branding, Strategi Komunikasi, Strategi Branding
Subjects:	H Social Sciences > HF Commerce > HF5415.15 Branding (Marketing)
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	I Gusti Ngurah Rama Radithya
Date Deposited:	15 Jan 2026 05:31
Last Modified:	15 Jan 2026 05:31
URI:	http://repository.its.ac.id/id/eprint/129644

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