Destination &

City Branding
City Branding Kota-kota Dunia

 Hong Kong meskipun merupakan bagian dari Cina,

merasa dialah kota yang pantas mewakili Asia melalui
tagline kotanya: ”Hongkong Asia’s World City."
 Kampanye melalui tagline atau slogan dari upaya city
branding mereka, seperti ”Vietnam A Destination for
the New Millennium”, ”Macao Welcome You”,
”Bangalore The Silicon Valley of India”, ”Osaka Sports
Paradise”, ”Best on Earth in Perth”. Atau yang ada di
negara Indonesia seperti ”Jogja Never Ending Asia”,
”Enjoy Jakarta” , “Solo the Spirit of Java” dan “Semarang
The Beauty of Asia”.
 Destination
Branding
We have at hand the task of sharing one of the most inspiring stories
of the last half-century. The story of a city built on unwavering vision.
A city built with single-minded passion and love. A city the world has
come to know as Dubai.
Join us as we undertake the task of capturing the essence of our city
in symbols, colors and alphabets. Although, no photograph or letter
will ever do justice to the sheer diversity of experiences this city stands
to offer, this exercise has been mandated to visually and literally
capture the essence of Dubai.
In our quest to deliver on the vision of His Highness Sheikh
Mohammed Bin Rashid Al Maktoum, Vice-President of the UAE and
Ruler of Dubai, the Department of Tourism and Commerce Marketing
has endeavored to interpret the visionary idealogy into a visual identity
for the city.
Welcome to Definitely Dubai.
 Dubai GDP sector
contributions (2005)
Key components for
destination branding
Strategic branding of a
destination: success drivers

Source: Balakrishnan (2007).

Strategic Vision of Dubai

Source: Balakrishnan (2008).

Some of Dubai’s Superlatives

Source: Balakrishnan (2008).

Dubai – The future
 Dubai Brand Strategy
1. Menggambarkan keunikan esensial dari Dubai
(Portray the quintessential nature of Dubai);
2. Menyajikan perpaduan dua kekhasan berupa
modernitas kota dengan kekayaan tradisi/budaya
(Exhibit the duality of a modern city with a rich traditional and
cultural backdrop);
3. Menampilkan sesuatu yang benar-benar unik
(It must be unique);
4. Membawa semangat dan janji tentang gairah baru
dan keceriaan (Carry the promise of excitement);
5. Mencerminkan keputusan akhir yang definitif
(Express a final and definitive decision).
Dubai Palm Islands
Dubai
Palm Islands
Destination Branding Dubai
Dubai Burj Al Khalifa
 Segitiga Country Branding

Repositioning-Reframing
Pariwisata Indonesia:

4S (Sun, Sea, Sand, Sex)

menjadi Destination/
7S (Sun, Sea, Sound, Soup, City Branding
Safe, Smile, Spiritual)

National Personal National

Identity Branding Character

Product Corporate
Branding Branding

Sumber: Hifni Alifahmi, Marketing

Communications Orchestra, 2008: 225.
 The Hexagon of
Competitive Identity

Tourism Brands

Competitive
People Policy
Identity

Culture Investment

www.gfkamerica.com
Simon Anholt, Competitive Identity: The New Brand
Management for Nations, Cities and Regions, 2007:26.
The City Brands Index Hexagon

The presense

The place The potential

n d
a
Br n
y o
Cit xag
He
The pulse The people

The prerequisites
www.gfkamerica.com
Simon Anholt, Competitive Identity: The New Brand
Management for Nations, Cities and Regions, 2007:60.
 Wisata Tematik: Minat Khusus

Pengembangan Pemasaran Destinasi

Destinasi/Kawasan (Publisitas, Promosi,
(Brand/Product Iklan,Fam Trip, Web,
Development) Social Media, dll)

Riset-Perencanaan-Pelatihan-
Implementasi-Evaluasi/Audit
 Convention-Event-Exhibition

Pengembangan Pemasaran Destinasi

Destinasi/Kawasan (Publisitas, Promosi,
(Brand/Product Iklan, Fam Trip, Web,
Development) Social Media, dll)

Riset-Perencanaan-Pelatihan-
Implementasi-Evaluasi/Audit
Why “Definitely” Dubai

When the search for a destination

has ended. With conviction.
It is the decision arrived on by a
traveler. A self proclamation.
It's definite. It's definitely Dubai.
Destination Branding Dubai
 Dubai: A Brand New Idea
The strategic direction behind creating a consumer-facing
brand for Dubai stems from the need to distinguish between
the Tourism Department (a government entity) and its
counterpart, an everyday brand Dubai - the way visitors,
residents and the business community perceive it.
Definitely Dubai is not a campaign. It is the brand signature of
Dubai's Tourism Department (DTCM) and does not compete
with or replace the identity of the government department.
Definitely Dubai must be deployed 'together' with the DTCM
identity linked with the Government of Dubai brand guidelines.
 Dubai Brand Signature
The Definitely Dubai brand signature (brandmark) has been inspired
by Arabic calligraphy known as Thuluth Script, paying homage to the
Government of Dubai logotype. An elegantly sloping, cursive,
calligraphic script, Thuluth represents firmness, quality and dignity.
This inspired hand-written style in English communicates a personal
touch. It is shaped to evoke the sense of an artistic signature.
The calligraphic style used for the word 'definitely' takes the form of
ink from a calligraphic pen. The fluid strokes of the letters together
with the color red captures the vibrance of the city and its people.
Our brand signature carefully balances contemporary technique (the
color and typeface) with elegance rooted deeply in our heritage (the
script and strokes). Together, these nuances come together to form
the visual signature of the official tourism brand of Dubai
Dubai Fountain
Dubai Fountain
Dubai Burj Al Khalifa
Dubai Hotel & Desert Resort
MyDubai by Boat
The Dubai Fountain

“Time to Say Andrea Bocelli &

Goodbye” Sarah Brightman