Magetan Regency Branding: The Communication Strategy of “Magetan Ngangeni” as a New City Branding

Abstract

This study examines the communication strategy in the formation of Magetan Ngangeni as the new regency branding of Magetan. The urgency of this research lies in the need to strengthen regional identity to support tourism promotion and the development of the creative economy. The selection of this research focuses on the strategic role of government and stakeholders in shaping and communicating the new city branding. This study employs a qualitative approach with data collection techniques through in-depth interviews with 11 informants consisting of government representatives, stakeholders, and community members. The findings indicate that Magetan Ngangeni is a strategic rebranding effort that effectively represents the regency’s tourism and creative economy potential. The branding functions as a communication tool and a unifying language among stakeholders, including government, local communities, businesses, and tourism actors. In addition, this initiative supports Magetan’s integration into a smart city framework. However, several challenges remain, including unequal information distribution across digital and non-digital audiences, maintaining message consistency across platforms, and ensuring long-term sustainability. Therefore, more adaptive and inclusive communication strategies are required to enhance the effectiveness and sustainability of the city branding.