Drone Branding for Event Organizing: The Case of Relaunching Mandiri Traveloka Card

doi:10.36782/jcs.v15i2.2668

Drone Branding for Event Organizing: The Case of Relaunching Mandiri Traveloka Card

Ersal Bioldy

Abstract

This study explores the strategic use of drone technology in event branding and visual communication, focusing on the Relaunching of Mandiri Traveloka Card as a case study. Employing a qualitative case study design, the research investigates how drone-based audiovisual documentation enhances brand communication and consumer engagement during a corporate event. Data were collected through field and digital documentation, on-site observation, and casual interviews with drone pilots and audiences, both in-person and online. Findings reveal that drones function not merely as documentation tools but as strategic visual communication devices capable of constructing immersive brand narratives. Aerial imagery and dynamic visual compositions created through drone footage effectively convey brand identity, scale, and atmosphere as elements that reinforce emotional resonance and brand perception. The study also shows that drone branding significantly amplifies consumer engagement by generating memorable visual experiences that extend beyond the physical event through digital media sharing. Theoretically, this research contributes to the growing literature on drone communication, visual storytelling, and event marketing, positioning drones as semiotic and experiential instruments in modern brand strategy. Practically, the findings offer insights for brand managers and event organizers to integrate drone cinematography into brand activation and event design. Ultimately, drone branding represents not a technological novelty but a transformative communication practice that redefines how corporate events are visualized and experienced in the digital era.

To cite this article (7^th APA style):

Bioldy, E. (2025). Drone branding for event organizing: The case of relaunching mandiri traveloka card. Journal Communication Spectrum: Capturing New Perspectives in Communication, 15(2), 157-167. http://dx.doi.org/10.36782/jcs.v15i2.2668

Keywords

Aerial imagery, brand communication, brand storytelling, corporate documentation, event marketing

References

Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand experience: What is it? How is it measured? Does it affect loyalty? Journal of Marketing, 73(3), 52–68. https://doi.org/10.1509/jmkg.73.3.052

Braun, V., & Clarke, V. (2019). Reflecting on reflexive thematic analysis. Qualitative Research in Sport, Exercise and Health, 11(4), 589–597. https://doi.org/10.1080/2159676X.2019.1628806

Chung, S. J., Shim, O., & Kim, S. (2022). Analysing the status of communication designers’ role and interdisciplinary collaboration. The Design Journal, 25(3), 397–415. https://doi.org/10.1080/14606925.2022.2058682

Creswell, J. W., & Poth, C. N. (2018). Qualitative inquiry and research design: Choosing among five approaches (4th ed.). SAGE Publications.

Fehér, K. (2015). Adaptation techniques in digital environment collective brand engagement via camera drone/video-game design. Acta Universitatis Sapientiae - Communicatio, 2, 95−103.

Flick, U. (2018). An introduction to qualitative research (6th ed.). SAGE Publications.

Floch, J.-M. (2001). Visual Identities. Continuum.

Forceville, C. (2008). Metaphor in pictures and multimodal representations. In R. W. Gibbs Jr (Ed.), The Cambridge Handbook of Metaphor and Thought (pp. 462–482). Cambridge University Press.

Getz, D., & Page, S. J. (2020). Event studies: Theory, research and policy for planned events (4th ed.). Routledge.

Gretzel, U., Sigala, M., Xiang, Z., & Koo, C. (2015). Smart tourism: foundations and developments. Electronic Markets, 25(3), 179–188. https://doi.org/10.1007/s12525-015-0196-8

Hesketh, E. L. (2021, April 11). The power of drones in events and marketing. The Event Production Company. https://www.theeventcompany.com/news/the-power-of-drones-in-events-and-marketing

Hildebrand, J. M. (2021). Aerial play: Drone medium, mobility, communication, and culture. Palgrave Macmillan.

Hoskins, A. (Ed.). (2018). Digital memory studies: Media pasts in transition. Routledge.

International Civil Aviation Organization. (2015). Manual on Remotely Piloted Aircraft Systems (RPAS). https://www.dhmi.gov.tr/PublishingImages/Sayfalar/Ssd/InsansizHavaTrafikSbMd/KurumsalBilgiveDokumanlar/ICAO%20Doc.10019.pdf

Jenkins, H., Ford, S., & Green, J. (2013). Spreadable media: Creating value and meaning in a networked culture. New York University Press.

Jiang, C., Chen, Z., & Wolfe, J. M. (2024). Toward viewing behavior for aerial scene categorization. Cognitive Research: Principles and Implications, 9(1), 17. https://doi.org/10.1186/s41235-024-00541-1

Karnadi, H., Aji, D. T., Elserisa, L., & Widowati, H. (2025). Identifying Interdisciplinarity in Visual Communication Design Practices in the New Media Era. Environment-Behaviour Proceedings Journal, 10(SI39), 33–39. https://doi.org/10.21834/e-bpj.v10iSI39.7671

Kolesnikov, A., Calbi, M., Montalti, M., Langiulli, N., Guerra, M., Gallese, V. & Umiltà, M. A. (2025). Simulating drone and bodily movements: a behavioral study. Frontiers in Psychology 16, 1559756. https://doi.org/10.3389/fpsyg.2025.1559756

Kress, G., & van Leeuwen, T. (2021). Reading images: The grammar of visual design (3rd ed.). Routledge.

Liu, Y. (2023). Perspective chapter: A new space of storytelling. In Ş. Sabah (Ed.), Digital Storytelling - Content and Application. IntechOpen.

Mañas-Viniegra, L., García-García, A., & Martín-Moraleda, I. J. (2020). Audience Attention and Emotion in News Filmed with Drones: A Neuromarketing Research. Media and Communication, 8(3), 123-136. https://doi.org/10.17645/mac.v8i3.3081

Peng, X. (2024). Design of visual analysis system for brand digital marketing based on machine learning classification algorithm. In Proceeding of 2024 IEEE 3rd World Conference on Applied Intelligence and Computing (AIC) (pp. 885–890). IEEE. https://doi.org/10.1109/aic61668.2024.10731017

Rose, G. (2016). Visual methodologies: An introduction to researching with visual materials (4th ed.). SAGE Publications.

Schmitt, B. H. (2000). Experiential marketing: How to get customers to sense, feel, think, act, relate. Free Press.

Simonin, B. L., & Ruth, J. A. (1998). Is a company known by the company it keeps? Assessing the spillover effects of brand alliances on consumer brand attitudes. JMR, Journal of Marketing Research, 35(1), 30. https://doi.org/10.2307/3151928

Suroso, I. & Irmawan, E. (2018). Analysis of Aerial Photography with Drone-Type Fixed Wing in Kotabaru, Lampung. Journal of Applied Geospatial Information 2(1), 102-107. https://doi.org/10.30871/jagi.v2i1.738

Swain, J., & King, B. (2022). Using Informal Conversations in Qualitative Research. International Journal of Qualitative Methods, 21. https://doi.org/10.1177/16094069221085056

Tafesse, W., & Khalid, S. (2024). The view from above: Examining how drone video ads elicit favorable viewer responses. Journal of Marketing Communications, 30(4), 487–507. https://doi.org/10.1080/13527266.2022.2142948

Wijaya, B. S. (2013). How ‘deep’ is your brand? The hierarchical effects model of emotional branding. Journal Communication Spectrum: Capturing New Perspectives in Communication, 3(2), 158–169. https://doi.org/10.36782/jcs.v3i2.1974

Wijaya, B. S. (2014). Brand activation as an extension of marketing events. Journal Communication Spectrum: Capturing New Perspectives in Communication, 4(1), 13–23. https://doi.org/10.36782/jcs.v4i1.2119

Wijaya, B. S. (2018, October 8). Aerial Communications as Sociocultural Theory (Copyright No. 001103541). Indonesian Intellectual Property Database. Ministry of Law and Human Rights of the Republic of Indonesia.

Wijaya, B. S. (2020, February 20). Drone-mediated Branding (Copyright No. 001106694). Indonesian Intellectual Property Database. Ministry of Law and Human Rights of the Republic of Indonesia.

Yin, R. K. (2018). Case study research and applications: Design and methods (6th ed.). SAGE Publications.

Yuswoprihanto, Y. (2025, July 11). Bank Mandiri Luncurkan Kembali Mandiri Traveloka Card. Bisnis Indonesia. https://foto.bisnis.com/view/20250711/1892557/bank-mandiri-luncurkan-kembali-mandiri-traveloka-card

Full Text: PDF en