Branding the Capital City through Multi-Perspective Approach: The Case of ‘Enjoy Jakarta’ Campaign

Place branding has become a powerful tool for promoting cities and regions. Unfortunately, many urban managers have been preoccupied with creating slogans logos in implementing place branding. This eventually limited the contribution of towards tourism development, which most is targeted. study aims to determine factors that influence successfulness city programs tourism. applies qualitative methods by employing series in-depth interviews relevant stakeholders comprising government, private sector, destination management staff, associations, academics, public. Using Enjoy Jakarta's campaign, this found seven contributing may impact implementation campaign. Leadership, stakeholder collaboration, public departmental coordination are classified as governance. On other hand, attraction, accessibility promotion components. The governance factor influential success programs. Tourism determines how components be implemented achieve goal