| dc.description.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. | en_US |
