Yogyakarta goes international

Yogyakarta goes international

YOGYAKARTA (JP): Governor Hamengkubuwono X launched
Yogyakarta's new image on Saturday in a bid to make the sultanate
town better known among other big cities in the world.

The new brand image "Jogja: Never Ending Asia" which was
designed by MarkPlus&Co in association with Indonesia Marketing
Association (IMA) Yogyakarta Chapter and Daniel-Michael, in
affiliation with Landor Associates, was introduced in a
celebration at the Hyatt Regency Yogyakarta.

Some prominent CEOs of national and multinational companies,
as well as senior journalists from Asian countries, including
Indonesia, attended the event.

Hermawan Kartajaya, MarkPlus&Co's president director and
Indonesia Marketing Association's president, who was behind the
branding strategy told reporters here that the new brand "Jogja:
Never Ending Asia" was part of a vision to inspire Yogyakarta to
become the leading economic region in Asia for trade, tourism,
and investment in five years.

The color of the word Jogja is green and yellow for Never
Ending Asia.

"Our research showed that 'Jogja' instead of 'Yogyakarta' or
'Yogya' would be better memorized as a brand name to market
Yogyakarta since for most international audiences "Y" is a
difficult letter as the first letter in a word for reading and
spelling," he said, adding that 'Jogja' could be easily
pronounced.

Hermawan said that the font style 'Jogja' was designed based
on authentic handwriting of Hamengkubuwono X. (23)