Ilona Vicenovie Oisina, Angelia Sulistiwaty Sugianto


Tourism nowadays is entering a new era.  Recent years, tourism is the best bussiness in many countries. This research discusses about The branding strategy analyzed using STP theory (Segmentation, Targeting and Positioning) on Wonderful Indonesia campaign. This campaign is the Leading Campaign for Indonesia tourism in International level. Data collection was obtained from observation, books and interview. The result obtained from STP analysis theory can be used to develop branding strategy in wonderful indonesia campaign. The innovation is founded in tourism and  development of tourism product like village and religion tourism can be applied in Indonesia tourism. Within positive development in this campaign, Indonesia is expected able to compete with the other ASEAN countries while AFTA and MEA policy applied in 2015.


Wonderful Indonesia, Campaign, Persuasive Message.

Full Text:



Claristy, Tri CH Trihandoko (2006). Wondferful Indonesia Campaign as Nation Branding Indonesia. (Optimization of campaign media used). UI.

Creswell Jhon W (1994). Research Design Qualitative and Quantitative Approach. Sage Publications.

Fan, Y. (2006) “Nation branding: what is being branded?” Journal of Vacation Marketing Vol 12 No.1. 2006: 5-14.

Gusti Indriasih and Syatri Harto (2016). Indonesian diplomacy in improving Indonesia’s international tourism in 2011-2015. JON FISIP Vol 3 No. 1 2016:1-15.

Kartajaya Hermawan, Sapta Nirwandan (2013). Tourism Marketing 3.0. Jakarta: Gramedia Pustaka Utama.

Littlejohn Stephen W, Karem A Foss (2012). Communication Theory.

Jakarta: Salemba Humanika.

Maharani Conny, Rini Andari, Tomy Andrianto (2014). The Influence Of Brand Positioning Wonderful Indonesia To The Decision Of Tourist Tourists To Visit To Indonesia. Tourism and Hospitality Essentials (THE) Journal, Vol.IV No.1, 2014:741-758.

Moleong Lexy J (2008). Qualitative Research Method. Bandung: Remaja Rosdakarya Offset.

Mulyana Dedy (2002). Qualitative Research Method, New paradigm the science of communication and social science other. Bandung: Remadja Rosdakarya.

Morissan (2014). Individuals and Mass Communication Theory. Jakarta: Kencana Prenadamedia Group.

Nasution S (1996). Qualitative Naturalistic Research Method. Bandung: Tarsito.

Priyatmoko Rakhman, 2016. The Level of Pramuwisata Awareness Against Branding Wonderful Indonesia and Indonesia Characteristics: Tourism Marketing Destination Strategy. Journal of Destination Tourism Indonesia Vol. 1 No. June 1, 2016: 83-102.

Ritonga Jamiluddin M (2005) Tipologi Persuasif Message. Jakarta: Indeks

Ruslan Rosady (2013). Tips and Strategies for Public Relations Campaign. Jakarta: Rajawali Pers

___________ (2008). Public Relations and Communications Research Methods. Jakarta: Rajawali Pers.

Sugiyono (2007). Qualitative and Quantitative Research Methods and R&D. Bandung: Alfabeta.

Sukardi (2004). Education Research Method: Competend and Practice other. Jakarta: Bumi Aksara/

Venus Antar (2007). Campaign Management. Bandung: Simbiosa Rekatama Media.

Yee, F. Woo. (2009). “Nation branding: A case study of Singapore”. UNLV Theses/ Dissertations / Professional Papers / Capstones. Paper 712.

Yin K. Robert (2013). Case Study of Design and Methods. Jakarta: Rajawali Grafindo Persada.




  • There are currently no refbacks.


Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License

Web Analytics