Baros International Animation Festival as a Brand Activation Cimahi Smart City

he purpose of this study was to find out how the implementation of the Baros International Animation Festival activities as a branding activity for the city of Cimahi as a smart city. This research uses qualitative research with constructivist paradigm and case study approach. The research subjects in this study were representatives of the Cimahi city government, representatives and administrators of the Cimahi Creative City Forum who were actively involved in the development of the animation industry in the city of Cimahi. The method of data collection in this research used semi-structured in-depth interviews, passive participant observation, and literature study. The type of sampling used in this research is snowball sampling. Meanwhile, the theories used in the analysis are stakeholder theory and symbolic interaction theory. The results of this study are the reason for holding the Baros International
Animation Festival is an effort to strengthen Cimahi as a smart city and a center for the development of the national animation industry where CCA is a development partner for the telematics industry in the city of Cimahi. BIAF is understood by the city of Cimahi as a city promotion event, an event to actualize Cimahi as a creative city and a smart city. There are 3 activities in BIAF, namely business meeting, masterclass, talkshow, exhibition and competition. The Cimahi City Government delegates to CCA to organize BIAF every year. The conclusion in this study is that BIAF is present on the awareness of the Cimahi City Government in
partnership with CCA in taking the opportunity as the only city in Indonesia that develops industry telematics-based creative, the Cimahi City Government and CCA have an almost uniform understanding. Regarding BIAF as a promotional activity for the animation industry in Indonesia, the BIAF implementation process goes through the following stages: situation analysis, planning and programming, action and communication, and evaluation, are still not optimal carried out due to the lack of supporting resources..