Integrated Marketing Communications (IMC) Strategy of Banyuwangi Regency’s Government in Effort to Introduce the Potential of Local Tourism

Abstract

Integrated marketing Communication recently implemented in Banyuwangi-city as an effort to boost the popularity of local tourism. Previously Banyuwangi city has a potential of natural and cultural tourism but still got a small popularity. This research aimed to describe the strategy and the activity of Local government of Banyuwangi city by using that method. The result of this research is the method well used in the marketing activities of the Local government like; advertising, personal selling, sales promotion, direct marketing and public relations & publicity.