The Strategy of Integrated Marketing Communication (IMC) to Maintain the Image of Tourism Products and Attraction at Kawasan Kota Tua Jakarta

The tourism product and the uniqueness of Kota Tua Jakarta is a historical heritage tourist attraction that is unique and interested potentials to be visited by tourists. Tthe aim of this researchis to analyze how the implementation and the process of the UPK's integrated marketing communication strategy in maintaining the image of tourism products. The research method uses a qualitative approachand data collection methods, namely, observation methods in Kota Tua tourism objects, in-depth interviews and documentation. The results of the research, namely the alignment of communication strategies and programs delivered to prospective tourists is important to produce interesting messages and information that are oriented to the development of a probabilistic and evaluative orientation. These thematic messages color a variety of advertising, publication, promotion and effective communication materials and The media chosen is communication media according to reputation and target audience, associating electronic media with social media.