CITY BRANDING AND CULTURAL EVENT THROUGH TRADITIONAL DANCE: THE CASE IN SURABAYA

Abstract

Through the promotion of tourism, a city uses city branding as a strategy to develop and communicate its strong regional and international positioning. Following the trend where cities nowadays rely on branding for packaging and promoting tourism in the city, city branding of Surabaya is a type of Surabaya marketing communication tool. Promotional activities for Surabaya's traditional dance are conducted in a variety of ways, which are summed up in cooperation and promotion. At the Tourist Information Center (TIC), hotels, and several other easily accessible locations, you can get promotional materials in the shape of brochures, books, calendars, posters, pamphlets, stickers, photos, films, maps, souvenirs, and complimentary publications. The emergence of cultural events as marketing communications strategies for city branding.