<![CDATA[The transformation of Taman Satwa Taru Jurug into Solo Safari is part of the revitalization of tourism destinations in Surakarta City, accompanied by the implementation of a communication strategy through a brand launch event. The success of a brand launch is determined not only by a change in identity but also by the organization's ability to communicate the brand's values, image, and strengths to the public. This study aims to analyze the communication strategy implemented during the Solo Safari brand launch and evaluate it using the Strengths, Weaknesses, Opportunities, and Threats (SWOT) approach. The research employs a qualitative descriptive approach, with data collected through in-depth interviews, observation, documentation, and literature review. Informants were selected using purposive sampling, while data analysis involved data reduction, data presentation, and conclusion drawing, supported by source triangulation. The analysis of the communication strategy is based on Harold D. Lasswell’s communication model, focusing on five key elements: Who (the message sender), Says What (the message content), In Which Channel (the medium used), To Whom (the target audience), and With What Effect (the resulting impact). This model is used to analyze communication effectiveness by examining the relationships among the communicator, message, media, audience, and communication effects (Lasswell, 1948). Furthermore, the brand launch message is analyzed using the Integrated Marketing Communication (IMC) model developed by Kotler & Keller (2016). The results indicate that Solo Safari’s communication strategy was executed in an integrated manner across eight key marketing communication channels: advertising, sales promotion, events and experiences, public relations and publicity, online and social media marketing, mobile marketing, direct and database marketing, and personal selling. Based on the SWOT analysis, the primary strengths lie in government support, collaboration with Taman Safari Indonesia, and the utilization of integrated marketing communication. Key challenges include the public's persistent association with the old name, "Taman Jurug," and increasing competition among tourism destinations. This study recommends optimizing digital communication, strengthening brand identity, and developing strategic collaborations to enhance the effectiveness of communication strategies and reinforce Solo Safari's position as a premier tourist destination in Surakarta.]]>
