Semarang Pesona Asia

Semarang Pesona Asia

In the autonomy era, many regions, including regencies/cities/provinces, in Indonesia formulate a city brand to show the identity of each city. City brand is used as promotion media to gain a competitive advantage locally, regionally and even internationally. To make a strong brand, there should be a deep study and analysis, and also creativity. A brand should be an extract of vision and mission of region and should involve stakeholders. It is hoped that they will have sense of belonging and be proud of city brand formulation and also have responsibility to realize their city brand.

Generally, the objective of city brand is to promote the potential of a region in trading, tourism and investment. To create a city brand must be started by communicating all stakeholders and followed by changes in community’s attitudes and facilities. If possible, the region can form an official institution that is responsible for handling regional promotion.

Semarang as the capital of Central Java province also has a city branding. Semarang Pesona Asia (Semarang, the Attraction of Asia) was introduced by the Government of Semarang city in August 2007, in the front of President and the Ambassador of foreign countries from all over the world.  Local government policies of Semarang launching the slogan "Semarang Pesona Asia" is one attempt to communicate the potential area of Semarang. This could be interesting for prospective investors, as well as easy to remember. The slogan "Semarang Pesona Asia" is expected to spur economic development in Semarang. This new identity will provide opportunities for the realization of regional development, both in terms of economy and tourism.