Expressive and Rhetorical Logic: Message Design Strategies in Ibarbo Park's Cartoon City Campaign (Qualitative content analysis on @Ibarbo Instagram account content)

Universitas Muhammadiyah Magelang, Magelang, Indonesia

^* Corresponding author: lintang@unimma.ac.id

Abstract

The tourism industry is experiencing intense competition, requiring creative marketing strategies. Digital media, particularly Instagram, plays an important role in attracting tourists. Ibarbo in Yogyakarta, a unique tourist attraction launched the “Cartoon City” campaign using Instagram. This study analysis the message design strategy on Ibarbo Instagram content of the “Cartoon City” campaign to assess its effectiveness in building brand awareness by using Babara O’Keefe Message Design Logic theory including (Expressive, Rhetorical, and Conventional logic) while the Circural Model of Some theory with 4 stages (Share, Optimize, Manage, and Engage) to evaluate marketing management strategies. Data was collected through interviews and content analysis was used to examine 14 purposively selected Instagram post. The findings highlight that expressive logic (60.40%) dominates, characterized by open communication, attractive visual, and storytelling. Rhetorical logic (36.67%) was also prominent, focusing on persuasive calls to action. Conventional logic (2.97%) was minimally employed, highlighting the effectiveness of expressive and rhetorical strategies in engaging audience and promoting tourist destinations through social media. Based on The Circural Model of Some theory ibarbo optimize marketing strategies through responsive interaction and cooperation with KOL and Portal to create a strong brand image.