PERANCANGAN CITY BRANDING KOTA AMBARAWA

SEBAGAI DESTINASI SPECIAL MISSION TOUR

STEFFANUS ISMARDHIAN SETYO PUTRO SARWO WIBOWO

12.13.0060

PROGAM STUDI DESAIN KOMUNIKASI VISUAL

FAKULTAS ARSITEKTUR DAN DESAIN UNIVERSITAS KATOLIK SOEGIJAPRANATA

SEMARANG 2016

 

 

 

KATA PENGANTAR

Puji syukur kepada Tuhan Yang Maha Esa atas segala berkat, karunia, serta rahmat yang telah

diberikan kepada penulis dalam penulisan laporan dan perancangan proyek akhir Desain

Komunikasi Visual, perancangan proyek akhir penulis berjudul Perancangan City Branding Kota

Ambarawa Sebagai Destinasi Special Mission Tour. Judul ini dipilih oleh penulis dengan harapan

supaya dapat memberikan pilihan jenis wisata yang baru di kota Ambarawa dan juga agar dapat

meningkatakan minat wisatawan untuk berkunjung ke kota Ambarawa

Dalam kesempatan ini penulis juga mengucapkan terimakasih kepada pihak – pihak yang telah

banyak memberikan bantuan serta dukungan kepada penulis hingga laporan dari perancangan ini

dapat selesai dengan baik, diantaranya :

1. Bapak Peter Ardhianto, S.Sn., M.Sn selaku dosen pembimbing yang selalu bersedia

meluangkan waktunya, memberikan dukungan serta ilmu dan berbagai masukan selama

perancangan dan penyusunan Proyek Akhir.

2. Ibu Tabitha Nani Aryani, S.Sn selaku dosen pembimbing dua yang selalu meluangkan waktunya

memberikan masukan mengenai grafis pada desain – desain yang telah dibuat serta

memberikan ilmu mengenai desain dan pendekatan secara psikologi.

3. Seluruh dosen DKV Unika Soegijapranata yakni Bapak Adi Nugroho, S.Ds, Bapak Ir. Ign Dono

Sayoso, MSR, Bapak Bayu Widiantoro, ST., M.DS., Bapak Ag Dicky Prastomo, S.IP, MA., dan

Bapak Ir. Robert Rianto Wdijaja, MT. yang selalu memberikan waktu dan pembimbingan dari

awal perkuliahan DKV.

4. Ibu Sesilia Indun Mawarti, SS selaku Kadiv. Divisi Budaya dan Pariwsata UPTD Pendidikan

Ambarawa telah bersedia meluangkan waktunya untuk menerangkan segi wisata Ambarawa

dan memberikan jawaban – jawaban mengenai pertanyaan penulis mengenai topik

pembahasan.

5. Bapak Agung Satrio, SH,MH selaku kepala seksi promosi Dinas Kebudayaan Dan Pariwisata

Provinsi Jawa Tengah yang telah bersedia meluangkan waktunya untuk memberikan informasi

mengenai perkembangan pariwisata di Jawa Tengah khususnya Ambarawa.

6. Keluarga penulis Papah (Alm), Mama, Mba Icha, Mba Dhina yang luar biasa selalu mendukung

penuh dan memotivasi penulis dalam menyelesaikan Proyek Akhir.

7. Para sahabat Dea Cintya, Monica Puspita M, Fabiana Alam, Arief Prasetyo, Fx. Agung, Chrisma

Purwa, Stefanus Haryo, dan Moerry Andana yang selalu memberi dukungan semangat dan

bantuan kepada penulis agar dapat meraih gelar sarjana.

8. Dan terakhir kepada Camar Tyas Dewi, yang memberikan dukungan melalui semangat yang

dibutuhkan penulis, dan membantu serta memberikan informasi mengenai topik pembahasan

Proyek Akhir ini.

Akhir kata, penulis mengharapkan kelak karya tulis ini dapat bermanfaat bagi semua pihak.

Semarang, Juli 2016

Penulis

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ABSTRAK

Kota Ambarawa merupakan salah satu kota di Indonesia yang memiliki potensi yang unik. Terdapat

bermacam-macam jenis wisata yang ada di kota ini diantaranya wisata edukasi/sejarah, wisata

berdasarkan tapak militer, wisata reigi, wisata kuliner, dan masih banya lagi. Wisata berdasarkan

tapak militer yang terdapat di kota Ambarawa menjadi salah satu tujuan dan prioritas utama

pemerintah kota Ambarawa saat ini untuk dikembangkan. Dalam pengembangannya perlu

pengemasan suatu identitas yang mampu memberikan ciri khas dari kota Ambarawa berdasarkan

tapak militernya terdapat objek wisata yang saling berkaitan didalamnya diantaranya Benteng

Willem II, Museum Kereta Api, Gereja Jago, Museum Isdiman (Museum Palagan Ambarawa).

Dilihat dari jenis-jenias pariwisata yang sesuai dengan keadaan di Ambarawa memerlukan jenis

pariwisata special mission tour / wisata dengan minat khusus yang tertuju pada tapak militer.

Tujuan dari perancangan city branding ini untuk mengembangkan potensi wisata berdasarkan

Tapak Militernya dan meningkatkan minat wisatawan untuk berkunjung ke kota Ambarawa.

Metodologi yang digunakan dalam perancangan city branding “Ambarawa City of Palagan“ ini

adalah metode kuesioner dan wawancaran. Melalui metode ini penulis mengetahui akan fakta dan

kebiasaan dari target sasaran. Sehingga penulis dapat merancangan city branding yang sesuai

dengan ketertarikan target sasara. Dengan merancang identitas yang sesui dengan kota Ambarawa

beserta media promosinya dengan menarik dapat meningkatkan minat wisatawan untuk berkunjung

ke kota Ambarawa dan serta mendongkrak pemasukan pemerintah kota Ambarawa dari segi

wisata.

Kata kunci : kota Ambarawa, wisata special mission tour, Ambarawa City of Palagan, remaja, city

branding.

ABSTRACT

The town of Ambarawa is one of the cities in Indonesia which has a unique potential. There are

various types of tourism in the city, including educational tours/tour history, based on military

footprint, reigi tourism, culinary tourism, and still many more. Tourism based on the military footprint

in the town of Ambarawa became one of the main goals and priorities of the Government of the city

of Ambarawa currently to be developed. In development need to be packing an identity that is

capable of giving the characteristic of the city of Ambarawa based on its military footprint there are

interrelated attractions including the Fort Willem II, Railway Museum, Jago Church, Isdiman

Museum (Museum of Palagan Ambarawa). Views of the kind tourism in according with the

conditions in the Ambarawa requires this type of tourism special mission tour/special interest tours

are fixed on a military footprint.

The purpose of the design of city branding is to develop tourist potential based on its military

Footprint and increase the interest of tourists to visit the city of Ambarawa. The methodology used in

the design of city branding "City of Ambarawa to beef up" it is method of questionnaire and

interview. Through this method the author will know facts and habits of the audience. So the author

can be developing city branding to suit the target interest. By designing a according identity with the

town of Ambarawa, along with media promotion with attractive can increase the interest of tourists

to visit the city of Ambarawa and boost revenue in terms of Ambarawa City Government.

Keywords: City of Ambarawa, tour the special mission's tour, City of Ambarawa Palagan, teenager,

city branding.

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Halaman Judul ..................................................................................................................................... i

Halaman Pengesahan ......................................................................................................................... ii

Halaman Orisinalitas ............................................................................................................................ iii

Kata Pengantar .................................................................................................................................... iv

Abstrak ................................................................................................................................................. v

Abstract ................................................................................................................................................ 3

Daftar Isi .............................................................................................................................................. 4

Daftar Tabel ......................................................................................................................................... 5

Daftar Diagram .................................................................................................................................... 6

Daftar Gambar ..................................................................................................................................... 7

Bab I Pendahuluan .............................................................................................................................. 8

Latar Belakang Masalah ............................................................................................................... 8

Kota Ambarawa ........................................................................................................................ 8

Special Mission Tour ................................................................................................................ 8

City Branding ............................................................................................................................ 8

Identifikasi Masalah ...................................................................................................................... 8

Pembatasan Masalah ................................................................................................................... 8

Lingkup Wilayah ....................................................................................................................... 8

Lingkup Teknis ........................................................................................................................ 8

Lingkup Pembahasan .............................................................................................................. 8

Perumusan Masalah ..................................................................................................................... 8

Tujuan Penelitian .......................................................................................................................... 8

Manfaat Penelitian ........................................................................................................................ 9

Metode Penelitian ......................................................................................................................... 9

Observasi ................................................................................................................................. 9

Kuesioner ................................................................................................................................. 9

Narasumber/Wawancara ......................................................................................................... 9

Studi Literatur ........................................................................................................................... 9

Sistematika Penulisan .................................................................................................................. 9

Bab II Tinjauan Umum ......................................................................................................................... 11

Kerangka Berpikir ......................................................................................................................... 11

Landasan Teori ............................................................................................................................. 11

Teori Pariwisata ....................................................................................................................... 11

Teori Special Mission Tour ...................................................................................................... 11

Teori Brand dan Branding ........................................................................................................ 12

Teori Brand Awareness ........................................................................................................... 12

Teori City Branding .................................................................................................................. 13

Teori Positioning ...................................................................................................................... 13

Teori Komunikasi ..................................................................................................................... 13

Teori Kampanye ...................................................................................................................... 13

Teori Media .............................................................................................................................. 13

Teori Integrated Marketing Communication ............................................................................. 14

Teori Logo ................................................................................................................................ 14

Teori Warna ............................................................................................................................. 14

Kajian Pustaka .............................................................................................................................. 14

Studi Komparasi ........................................................................................................................... 15

Bab III Strategi Komunikasi ................................................................................................................. 16

Data Hasil Penelitian (Analisis) .................................................................................................... 16

Khalayak Sasaran ........................................................................................................................ 19

Strategi Komunikasi ...................................................................................................................... 20

Perancangan Promosi dan Time Schedule .................................................................................. 22

Rincian Anggaran Biaya ............................................................................................................... 24

Bab IV Strategi Kreatif ......................................................................................................................... 25

Konsep Verbal .............................................................................................................................. 25

Konsep Visual ............................................................................................................................... 25

Visualisasi Desain ........................................................................................................................ 29

Bab V Kesimpulan dan Saran ............................................................................................................. 35

Kesimpulan ................................................................................................................................... 35

Saran ............................................................................................................................................ 35

Daftar Pustaka ..................................................................................................................................... 36

Lampiran .............................................................................................................................................. 37

DAFTAR  ISI  

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Tabel 1.1 Tabel Data Kunjungan WIsata Tahun 2015 Kota Ambarawa .............................................. 8

Tabel 3.9 Tabel AISAS ........................................................................................................................ 22

Table 3.10 Tabel RAB ......................................................................................................................... 24

DAFTAR  TABEL  

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Diagram 3.1 Usia ................................................................................................................................ 18

Diagram 3.2 Latar Belakang Pendidikan ............................................................................................. 18

Diagram 3.3 Tempat Nongkrong ......................................................................................................... 18

Diagram 3.4 Media Mendapatkan Informasi ........................................................................................ 18

Diagram 3.5 Ketertatikan Dengan Kegiatan Berwisata ....................................................................... 18

Diagram 3.6 Mengetahui Kota Ambarawa ........................................................................................... 18

Diagram 3.7 Mengunjungi Kota Ambarawa ......................................................................................... 19

Diagram 3.8 Tujuan Ke Ambarawa ...................................................................................................... 19

DAFTAR  DIAGRAM  

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Gambar 1.1 Suasana kota Ambarawa ................................................................................................. 8

Gambar 2.1 Visual City Branding kota Kudus .................................................................................... 15

Gambar 3.3 Contoh Huruf Tidak Berkait (San Serif) ........................................................................... 21

Gambar 3.1 Refrensi Gaya Desain Lowpoly ....................................................................................... 21

Gambar 3.2 Pacuan Warna yang Digunakan ..................................................................................... 21

Gambar 4.2 Palet Warna Pendukung .................................................................................................. 25

Gambar 4.1 Palet Warna Utama ......................................................................................................... 25

Gambar 4.3 Typeface .......................................................................................................................... 26

Gambar 4.4 Ilustrasi Benteng Willem II ............................................................................................... 26

Gambar 4.6 Ilustrasi Museum Isdiman ................................................................................................ 26

Gambar 4.5 Ilustrasi Museum Kereta Api ............................................................................................ 27

Gambar 4.8 Logo Ambarawa City of Palagan ..................................................................................... 27

Gambar 4.7 Ilustrasi Gereja Jago ........................................................................................................ 27

Gambar 4.9 Stilasi Monumen Palagan ............................................................................................... 27

Gambar 4.10 Typotechture Dari Bentuk Simetris Monumen ............................................................... 27

Gambar 4.11 Logo Type ...................................................................................................................... 28

Gambar 4.12 Logo Utama ................................................................................................................... 28

Gambar 4.13 Black and White ............................................................................................................. 28

Gambar 4.13 Rumusan Skala Logo .................................................................................................... 28

Gambar 4.14 Logo Satu Warna (Merah) ............................................................................................. 28

Gambar 4.15 Grayscale ....................................................................................................................... 28

Gambar 4.16 Logo Stretch .................................................................................................................. 29

Gambar 4.17 Perubahan Warna .......................................................................................................... 29

Gambar 4.19 Memindahkan Posisi Tagline ......................................................................................... 29

Gambar 4.20 Ukuran Logo Terkecil ..................................................................................................... 29

Gambar 4.18 Background Tidak Kontras ............................................................................................ 29

Gambar 4.21 Iklan Di Isntagram .......................................................................................................... 30

Gambar 4.22 Iklan Di Billboard ............................................................................................................ 30

Gambar 4.23 Iklan Media Poster ......................................................................................................... 30

Gambar 4.25 Media Publik .................................................................................................................. 31

Gambar 4.24 Storyline Video Infografis ............................................................................................... 31

Gambar 4.26 Billboard ......................................................................................................................... 31

Gambar 4.27 Iklan Koran/Majalah ....................................................................................................... 32

Gambar 4.28 Website .......................................................................................................................... 32

Gambar 4.29 Media Instagram ............................................................................................................ 32

Gambar 4.30 Banner Advertisement ................................................................................................... 33

Gambar 4.31 Media Publik (Halte Bis) ................................................................................................ 33

Gambar 4.32 Box Kit ........................................................................................................................... 33

Gambar 4.33 Merchandise .................................................................................................................. 33

Gambar 4.34 Media Instagram ............................................................................................................ 34

DAFTAR  GAMBAR