City Branding Banjarmasin BAIMAN by social media and below the line Media

Abstract

Banjarmasin Baiman is City Brand that was initiated by mayor of Banjarmasin Mr. Ibnu Sina. To socialize this city brand, government of Banjarmasin city used social media and media below the line. The aim of this study was to determine strategy of city Branding Banjarmasin BAIMAN by social media and below the line Media. This Study used qualitative method with content analysis type, the data were collected by observing social media and media below the line and in-depth Interview. The result based on analyzing with content analysis, was found that the meaning of baiman is barasih wan nyaman (clean and comfort). Implementation of city branding strategy through posted the picture and video of government activity that was related with city branding by hastag #banjarmasin_barasih_wan_nyaman. Strategy of city branding in media below the line used through some property that placed in strategic location such as main streets.