PERANCANGAN MEDIA PROMOSI KATALOG OPICK TOMBO ATI HAJI DAN UMRAH

Hajj and Umrah are highly anticipated pilgrimages for Muslims, involving a series of
rituals performed in Mecca. With Indonesia's large Muslim population (87.2% of 267
million), the demand for pilgrimage services continues to rise, resulting in increased
competition among travel agencies. The "Opick Tombo Ati Hajj and Umrah" brand,
launched in 2023, seeks to address these demands by targeting Opick’s fans and offering
premium pilgrimage services. Methodology of this research explores the effectiveness of
traditional promotional media, such as banners, brochures, and catalogues, in enhancing
brand visibility in a competitive market. It focuses on Opick’s personal brand, its target
market, and how conventional promotional tools play a role in reaching financially stable
and mature audiences. Results of the study concludes that traditional media remains
crucial for targeting specific demographics, especially for older and less tech-savvy
individuals. The catalogue, standing banner, and other promotional materials help reach
potential customers who value tangible information. Leveraging Opick’s celebrity status
has been identified as a key factor in building trust and differentiating the brand in a
crowded market.
Haji dan Umrah merupakan ibadah yang sangat diidamkan oleh umat Muslim, dengan
rangkaian ritual yang dilakukan di Mekkah. Di Indonesia, dengan mayoritas Muslim
(87,2% dari 267 juta jiwa), permintaan layanan perjalanan ibadah terus meningkat,
mendorong persaingan ketat antar perusahaan travel. Brand "Opick Tombo Ati Haji dan
Umrah" diluncurkan pada 2023, menargetkan penggemar Opick dan menawarkan layanan
premium. Metodologi dari Penelitian ini mengeksplorasi efektivitas media promosi
tradisional seperti katalog, spanduk, dan standing banner dalam meningkatkan visibilitas
merek di pasar yang kompetitif. Fokusnya adalah pada target pasar yang lebih matang dan
stabil secara finansial, serta peran Opick sebagai duta merek. Hasil dari penelitian ini
menunjukkan bahwa media promosi tradisional masih memainkan peran penting dalam
menargetkan segmen tertentu, terutama bagi mereka yang kurang terpapar iklan digital.
Katalog dan standing banner terbukti efektif dalam menyampaikan informasi kepada calon
jamaah. Status selebriti Opick menjadi kunci dalam membangun kepercayaan dan
membedakan brand ini di pasar yang padat.