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Konsep Pengantar Karya Tugas Akhir
PERANCANGAN PROMOSI WISATA DI BLITAR MELALUI VISUAL BRANDING
Diajukan Untuk Menempuh Ujian Tugas Akhir Sebagai Prasyarat Guna Memperoleh Gelar Sarjana Seni Pada Fakultas Sastra dan Seni Rupa Jurusan Desain Komunikasi Visual
Disusun Oleh:
GANANG PRIOYUDIS T.A C0709041
JURUSAN DESAIN KOMUNIKASI VISUAL FAKULTAS SASTRA DAN SENI RUPA UNIVERSITAS SEBELAS MARET SURAKARTA 2013
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PERANCANGAN PROMOSI WISATA DI BLITAR MELALUI VISUAL BRANDING Ganang Prioyudis Tyo Anggoro1 Andreas S. Widodo, S.Sn., M.Hum2, Esty Wulandari, S.Sos., M.Si 3
ABSTRAK Ganang Prioyudis Tyo Anggoro, 2013. Pengantar Tugas Akhir ini berjudul Perancangan Promosi Wisata Di Blitar Melalui Visual Branding. Sebuah promosi merupakan salah satu aspek yang penting dalam manajemen pemasaran dan sering dikatakan sebagai proses berlanjut. Karena promosi dapat menimbulkan rangkaian kegiatan-kegiatan selanjutnya. Salah satu strategi promosi yang dilakukan disini adalah melalui visual branding, yaitu sebuah promosi yang menonjolkan sebuah visual atau gambar dengan tujuan untuk mendekatkan brand terhadap konsumen dengan menciptakan brand experience, melalui media seperti buku dan sebuah pameran wisata. Blitar memang memiliki potensi wisata yang sangat memikat dan bagus, akan tetapi dikarenakan kurangnya promosi wisata yang ada di Blitar menjadi tidak tersentuh. Jika masalah promosi ini tidak segera diselesaikan Blitar hanya akan dipandang sebelah mata, karena hampir semua wisatawan hanya tahu bahwa Blitar hanya tempat terakhir dari Bung Karno. Sangat ironi jika hal ini sampai terjadi karena Blitar masih memiliki potensi yang lain dalam hal wisata seperti wisata alam dan wisata sejarah. Untuk itulah dibuatkan sebuah promosi wisata melalui visual branding. Strategi perancangan promosi wisata di Blitar melalui visual branding ini agar lebih terkenal dikalangan para wisatawan menggunakan sebuah cara mengadakan sebuah pameran wisata yang menunjukkan obyek-obyek wisata yang ada di Blitar. Selain mengadakan sebuah pameran wisata untuk memberikan informasi tentang wisata yang ada di Blitar dengan meluncurkan sebuah buku tentang wisata yang ada di Blitar. Dengan teknik visual kreatif yang sudah disesuaikan dengan target audience yaitu orang yang suka melakukan travelling dan kelas sosial menengah ke menengah atas diharapkan dapat meningkakan popularitas obyek-obyek wisata yang ada di Blitar dan dapat memikat banyak wisatawan yang datang ke Blitar.
_______________________ 1 Mahasiswa Jurusan Desain Komunikasi Visual dengan NIM C0709041 2 Dosen Pembimbing I 3 Dosen Pembimbing II
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Tourism Promotion Planning of Blitar Thought Visual Branding Ganang Prioyudis Tyo Anggoro1 Andreas S. Widodo, S.Sn., M.Hum2, Esty Wulandari, S.Sos., M.Si 3
ABSTRACK Ganang Priyoyudis Tyo, 2013. Introductory of this final project design is Promotion of Blitar Tourism through Visual Branding. A promotion is one of the important aspects in the marketing management and it often described as the continuous process, because it caused a series of promotional activities on the company’s hereafter. One of promotional strategy that used here is through visual branding. Visual branding defined as part of the promotion of a brand in order to bring the brand to the consumer by creating brand experience through media such as books and an exhibition tour. Blitar city has a lot of potential tour become an interested and wonderful tour, but in fact, some tour location unknown because the promotion tour is not enough. If the promotion problem cannot solve, it makes tourism in Blitar unknown and visitor only know the tomb of Bung Karno. It’s very irony if a lot of good tourism place in Blitar unknown, because there is no another potential tourism place, except nature tourism and history tourism. Therefore, promotion of Blitar tourism is created through Visual Branding. This promotion design strategy of Blitar tour through Visual Branding use a method to makes tourism in Blitar to be familiar for the visitor/tourist. The method is creating tourism fair that show some tourism place in Blitar. In addition, give a lot of information about tourism in Blitar by a book guide of Blitar toursm. Through visual creativity that appropriate using people who love traveling or middle until high social class as target audience, its expect can improve Blitar tour’s popularity and attract a lot of people that visit Blitar city.
_________________________ 1 Department of Visual Communication Design Students with NIM C0709041 2 Supervisor I 3 Supervisor II
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HALAMAN MOTTO
“ Usaha Keras Tidak Akan Pernah Menghianati” -Yasushi Akimoto-
“Tuhan pasti punya rencana untuk hidup kita, tinggal kita berusaha” -Unknown-
“Sukses itu pilihan, jika kita berusaha pasti bisa, tetapi jika hanya bermimpi dan berangan-angan saja tanpa adanya usaha, sukses akan jauh darimu” -Unknown-
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HALAMAN PERSEMBAHAN
Tugas Akhir ini kupersembahkan kepada: Keluarga tercinta, Ibu, Ayah dan yang tersayang yang tak henti-hentinya memberikan semangat dan memberikan doa yang tulus demi kelancaran anaknya yaitu Siti Nurjanah Yuli Astotok dan Ike Retno W.
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KATA PENGANTAR Puji syukur kehadirat Tuhan Yang maha Esa atas segala limpahan rahmat dan hidayat-Nya, sehingga penulis mampu menyelesaikan Tugas Akhir dengan judul: Perancangan Promosi Wisata Di Blitar Melalui Visual Branding. Dalam penyusunan tugas akhir ini, tentunya tidak lepas dari bimbingan dan bantuan dari berbagai pihak. Oleh karena itu Penulis mengucapkan terima kasih kepada: 1. Drs. Riyadi Santosa, M.Ed, Ph.D, selaku Dekan Fakultas Sastra dan Seni Rupa 2. Drs. Mohamad Suharto, M.Sn, selaku ketua jurusan Desain Komunikasi Visual 3. Andreas S. Widodo, S.Sn, M.Hum, selaku Pembimbing Tugas Akhir I 4. Esty Wulandari, S.Sos., M.Si, selaku Pembimbing Tugas Akhir II 5. Drs. Ec. Akhmad Husaini, MSi. Dari Dinas Pemuda Olah Raga, Budaya dan Pariwisata Kabupaten Blitar yang membantu memberikan penjelasan singkat tentang wisata yang ada di Kabupaten Blitar 6. Fredy Hermawan, S.STP. Dari Dinas Komunikasi, Informatika dan Pariwisata Daerah Kota Blitar yang memberikan informasi singkat tentang wisata di Kota Blitar 7. Bapak dan ibu dosen serta staf karyawan Desain Komunikasi Visual 8. Semua pihak dan teman yang sudah membantu dan tidak bisa disebutkan satu persatu . 9. Almamater penulis Universitas Sebelas Maret
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Penulis menyadari bahwa penulisan ini masih ada kekurangan. Untuk itu penulis mengharapkan saran dan kritik yang bersifat membangun, untuk kemudian di jadikan perbaikan di masa yang akan datang. Semoga pengantar tugas akhir ini dapat bermanfaat khususnya bagi penulis dan umumnya bagi para pembaca.
Surakarta, 16 Desember 2013 Penulis,
Ganang Prioyudis T.A. NIM. C0709041
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DAFTAR ISI
HALAMAN JUDUL........................................................................................ i LEMBAR PERSETUJUAN ........................................................................... ii LEMBAR PENGESAHAN ............................................................................ iii ABSTRAK ....................................................................................................... iv ABSTRACK ...................................................................................................... vi HALAMAN MOTO ........................................................................................ vii HALAMAN PERSEMBAHAN ...................................................................... viii KATA PENGANTAR ..................................................................................... ix DAFTAR ISI .................................................................................................... xi DAFTAR GAMBAR ....................................................................................... xvi DAFTAR TABEL ............................................................................................ xviii BAB I PENDAHULUAN ............................................................................... 1 A. Latar Belakang Masalah ................................................................ 1 B. Rumusan Masalah .......................................................................... 3 C. Tujuan Perancangan ....................................................................... 4 D. Target Audience ............................................................................. 4 E. Metode Penelitian .......................................................................... 6 BAB II KAJIAN TEORI ............................................................................... 10 A. Promosi ................................................................................................ 10 1. Pengertian Promosi ........................................................................ 10 2. Tujuan Promosi .............................................................................. 11 3. Langkah-langkah Pengembangan Promosi ................................... 12
4. Promotional Mix / Bauran Promosi ............................................... 12 B. Wisata................................................................................................... 17 1. Pengertian Wisata.......................................................................... 17 2. Motivasi Wisatawan Melakukan Wisata ........................................ 18 3. Manfat Wisata ................................................................................ 23
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C. Blitar..................................................................................................... 25 1. Kabupaten Blitar ............................................................................ 25 2. Kota Blitar ...................................................................................... 27 D. Merek (Brand)...................................................................................... 30 E. Branding............................................................................................... 33 F. Visual Branding ................................................................................... 38 BAB III IDENTIFIKASI DATA .................................................................. 42 A. Identifikasi Data Obyek ....................................................................... 42 1. Kabupaten Blitar ............................................................................ 42 a. Letak geografis Kabupaten Blitar ............................................ 42 b. Sejarah Kabupaten Blitar ......................................................... 42 c. Makna Logo, Visi dan Misi Kabupaten Blitar ......................... 45 d. Dinas Pemuda Olah Raga, Budaya dan Pariwisata .................. 47 e. Wisata yang ada di Kabupaten Blitar ....................................... 51 1) Candi Penataran ................................................................. 51 2) Candi Plumbangan ............................................................. 52 3) Candi Sawentar .................................................................. 53 4) Pantai Peh Pulo .................................................................. 54 5) Pantai Jolosutro .................................................................. 55 6) Pantai Serang...................................................................... 56 7) Pantai Tambakrejo ............................................................. 57 8) Goa Embultuk .................................................................... 58 9) Perkebunan Sirah Kencong ................................................ 60 10) Rambut Monte.................................................................... 61 11) Air Soko Adventure ............................................................ 62 2. Kota Blitar ...................................................................................... 63 a. Sejarah Kota ............................................................................. 63 b. Arti Lambang Kota Blitar ........................................................ 64 c. Visi dan Misi Kota Blitar ......................................................... 66 d. Dinas Komunikasi, Informatika dan Pariwisata Daerah .......... 70 e. Wisata yang ada di Kota Blitar ................................................ 71
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1) Makam Bung Karno ..................................................... 72 2) Perpustakaan Persada Bung Karno .............................. 73 3) Istana Gebang ............................................................... 74 4) Makam Ariyo Blitar ..................................................... 75 5) Aloon-aloon Blitar ....................................................... 76 6) Kebon Rojo .................................................................. 77 7) Water Park Sumber Udel ............................................. 78 8) Kebun Binatang Mini ................................................... 79 9) Monumen PETA .......................................................... 80 B. Komparasi ............................................................................................ 81 1. Tulungagung .................................................................................. 81 a. Goa Pasir .................................................................................. 81 b. Goa Selomangling .................................................................... 82 c. Candi Boyolangu...................................................................... 83 d. Candi Penampihan ................................................................... 84 e. Candi Dadi ............................................................................... 85 f. Pantai Sine................................................................................ 85 g. Pantai Popoh ............................................................................ 86 h. Pantai Coro ............................................................................... 87 i. Waduk Wonorejo ..................................................................... 87 2. Trenggalek ..................................................................................... 88 a. Pantai Damas ............................................................................ 89 b. Pantai Kili-kili .......................................................................... 89 c. Pantai Karang Gongso.............................................................. 90 d. Pantai Prigi ............................................................................... 91 e. Air Terjun Kalianjlok ............................................................... 91 f. Goa Lowo ................................................................................. 92 g. Panjat Tebing Gunung Lingga ................................................. 93 h. Makam Astono Eyang Kawak ................................................. 94 C. Analisis SWOT ..................................................................................... 96 D. USP (Unique Selling Propositioning) .................................................. 98
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E. Positioning ........................................................................................... 98 BAB IV KONSEP PERANCANGAN .......................................................... 99 A. Metode Perancangan ............................................................................ 99 B. Konsep Kreatif ..................................................................................... 101 C. Standar Visual ...................................................................................... 104 1. Strategi visual secara verbal ........................................................... 104 a. Headline ................................................................................... 104 b. Sub Headline ............................................................................ 105 c. Body Copy ................................................................................ 105 2. Strategi visual non verbal ............................................................... 106 a. Layout....................................................................................... 106 b. Ilustrasi ..................................................................................... 107 c. Typografi .................................................................................. 109 d. Warna ....................................................................................... 111 e. Logo ......................................................................................... 112 f. Teknik visualisasi ..................................................................... 113 D. Pemilihan Media .................................................................................. 114 1. Media lini atas ................................................................................ 114 2. Media lini bawah ............................................................................ 114 E. Media Placement.................................................................................. 118 1. Media lini atas ................................................................................ 118 2. Media lini bawah ............................................................................ 119 F. Prediksi Biaya ...................................................................................... 122 BAB V VISUALISASI KARYA ................................................................... 124 A. Logo Visit Blitar dan Graphic Standart Manual ................................. 124 1. Konsep Logo .................................................................................. 124 2. Ukuran Logo .................................................................................. 125 a. Ukuran logo.............................................................................. 125 b. Grid dan proporsi ..................................................................... 126 c. Skala ......................................................................................... 127 3. Warna Logo .................................................................................... 127
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4. Font atau huruf pada logo .............................................................. 128 5. Clear space .................................................................................... 128 6. Aplikasi logo pada background ..................................................... 129 7. Ketentuan penggunaan logo ........................................................... 130 a. Penggunaan warna yang salah ................................................. 130 b. Proporsi yang tidak sesuai........................................................ 131 c. Menambahkan efek .................................................................. 131 d. Membuat pattern ...................................................................... 131 e. Meletakkan pada area padat ..................................................... 132 f. Penggunaan satu warna dalam logo ......................................... 132 g. Media placement logo pada media dan sizing.......................... 133 B. Maskot Bimpa ...................................................................................... 133 1. Konsep maskot Bimpa ................................................................... 133 2. Ukuran maskot ............................................................................... 135 a. Ukuran maskot ......................................................................... 135 b. Grid dan proporsi ..................................................................... 136 c. Skala ......................................................................................... 136 3. Warna maskot ................................................................................ 137 4. Clear space .................................................................................... 137 5. Aplikasi logo pada background ..................................................... 138 6. Ketentuan penggunaan maskot Bimpa ........................................... 139 a. Penggunaan warna yang salah ................................................. 139 b. Proporsi yang tidak sesuai........................................................ 140 c. Menambahkan efek .................................................................. 140 d. Membuat pattern ...................................................................... 140 e. Meletakkan di area padat ......................................................... 141 f. Media placement maskot pada media dan sizing ..................... 141 C. Path atau Garis ..................................................................................... 142 1. Bentuk utama path yang ada dalam media .................................... 142 2. Bentuk path lain yang ada dalam media promosi .......................... 144 D. Media Pendukung Promosi .................................................................. 146
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1. Poster .............................................................................................. 146 2. Baliho ............................................................................................. 147 3. X-banner......................................................................................... 148 4. Spanduk acara kegiatan dan spanduk masuk pameran wisata ....... 149 5. Kaos crew ....................................................................................... 150 6. Umbul-umbul ................................................................................. 151 7. Stiker gratis .................................................................................... 152 8. Iklan surat kabar ............................................................................. 153 9. Sign................................................................................................. 154 10. Header facebook ............................................................................ 155 11. Website ........................................................................................... 156 E. Merchandise ......................................................................................... 157 1. Stiker .............................................................................................. 157 2. Kaos ............................................................................................... 158 3. Gantungan kunci ............................................................................ 159 4. Pin .................................................................................................. 160 5. Mug ................................................................................................ 161 6. Buku wisata Blitar .......................................................................... 162 BAB VI PENUTUP ........................................................................................ 176 A. Kesimpulan .......................................................................................... 176 B. Saran..................................................................................................... 178 DAFTAR PUSTAKA ..................................................................................... 179 LAMPIRAN .................................................................................................... 181
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DAFTAR GAMBAR
Gambar 3.1 Logo Kabupaten Blitar ................................................................. 45 Gambar 3.2 Candi Penataran............................................................................ 51 Gambar 3.3 Candi Plumbangan ....................................................................... 52 Gambar 3.4 Candi Saawentar ........................................................................... 53 Gambar 3.5 Pantai Peh Pulo ............................................................................ 54 Gambar 3.6 Pantai Jolosutro ............................................................................ 55 Gambar 3.7 Pantai Serang ................................................................................ 56 Gambar 3.8 Pantai Tambakrejo........................................................................ 57 Gambar 3.9 Goa Embultuk .............................................................................. 58 Gambar 3.10 Perkebunan Sirah kencong ......................................................... 60 Gambar 3.11 Rambut Monte ............................................................................ 61 Gambar 3.12 Air Soko Adventure .................................................................... 62 Gambar 3.13 Logo Kota Blitar......................................................................... 65 Gambar 3.14 Sistem Organisasi ....................................................................... 71 Gambar 3.15 Makam Bung Karno ................................................................... 72 Gambar 3.16 Perpustakaan Persada Bung Karno ............................................ 73 Gambar 3.17 Istana Gebang ............................................................................. 74 Gambar 3.18 Makam Ariyo Blitar ................................................................... 75 Gambar 3.19 Aloon-aloon Blitar...................................................................... 76 Gambar 3.20 Kebon Rojo ................................................................................ 77 Gambar 3.21 Water Park Sumber Udel ........................................................... 78 Gambar 3.22 Kebon Binatang Mini ................................................................. 79 Gambar 3.23 Monumen PETA ........................................................................ 80 Gambar 3.24 Goa Pasir .................................................................................... 81 Gambar 3.25 Goa Selomangleng .................................................................... 82 Gambar 3.26 Candi Boyolangu ........................................................................ 83 Gambar 3.27 Candi Penampihan ..................................................................... 84 Gambar 3.28 Candi Dadi ................................................................................. 85 Gambar 3.29 Pantai Sine .................................................................................. 85
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Gambar 3.30 Pantai Popoh............................................................................... 86 Gambar 3.31 Pantai Coro ................................................................................. 87 Gambar 3.32 Waduk Wonorejo ....................................................................... 87 Gambar 3.33 Pantai Damas .............................................................................. 89 Gambar 3.34 Pantai Kili-kili ............................................................................ 89 Gambar 3.35 Pantai Karang Gongso................................................................ 90 Gambar 3.36 Pantai Prigi ................................................................................. 91 Gambar 3.37 Air Terjun Kalianjlok ................................................................. 91 Gambar 3.38 Goa Lowo ................................................................................... 92 Gambar 3.39 Panjat Tebing Gunung Lingga ................................................... 93 Gambar 3.40 Makam Astono Eyang Kawak.................................................... 94 Gambar 4.41 Band ........................................................................................... 106 Gambar 4.42 Group.......................................................................................... 107 Gambar 4.43 Checkboard/ Papan catur ........................................................... 107 Gambar 4.44 Makam Bung Karno ................................................................... 108 Gambar 4.45 Candi Penataran.......................................................................... 108 Gambar 4.46 Bung Karno ................................................................................ 108 Gambar 4.47 Candi Penataran.......................................................................... 108 Gambar 4.48 Draft Visit Blitar ........................................................................ 113 Gambar 4.49 Digital Imaging .......................................................................... 114
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DAFTAR TABEL
Tabel 2.1 18 Prinsip branding with character ................................................. 36 Tabel 3. 2 Analisis SWOT ................................................................................ 96 Tabel 4. 3 Prediksi Biaya ................................................................................ 122
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