PERAN STRATEGIC PLANNER DALAM PRODUKSI IKLAN KOMERSIAL WISATA TELOGO SEWU PANDAAN

This client-centered final project discusses the role of strategic planners in designing and producing commercial advertisements for the Telogo Sewu tourist destination, Pandaan. The lack of promotion carried out by Telogo Sewu, especially on social media, specifically Instagram, makes this tourist destination less well-known to people outside the area. Therefore, the strategic planner designed an advertising strategy according to the client's needs, namely one that can introduce the Telogo Sewu tourist destination as a family tourist destination with its advantages. The method used is a qualitative descriptive research approach with an observation and interview approach to the client, audience, and competitors. Then the data obtained was analyzed through a SWOT matrix to understand the client's position and audience needs, so that the strategic planner can formulate an appropriate advertising brief strategy to address the client's problems. The results of this study indicate that the strategic planner was proven successful based on KPI analysis, the advertisement was able to show an increase in interaction and a wide audience reach on Instagram @telogosewu.official compared to previous content. These findings indicate that the role of the strategic planner was successful in increasing brand awareness and expanding the appeal of the Telogo Sewu tourist destination. A work review questionnaire completed by 50 respondents indicated that the Telogo Sewu Tourism commercial advertisement was successful, both artistically and in terms of copywriting. The majority of respondents found it highly engaging and engaging, demonstrating that the strategic planner's role in designing and producing the advertisement effectively met the client's promotional needs.