Communication Management of “Branding Bahagia” in Creative Youth at Indonesian Heritage Sites

Abstract

This research aims to understand and map the process of communication management of Creative Youth at Indonesian Heritage Sites through “Branding Bahagia”. Creative Youth at the Indonesian Heritage Site is a program held by UNESCO in collaboration with Citi Indonesia (Citibank) to promote the strengthening of the cultural and creative industry in Indonesia. The program aims to encourage the capacity and participation of youth who live around the heritage sites of Prambanan and Borobudur temples to have a better income and helping them in the local economy. The research uses the qualitative method with a case study approach, accompanied by data collection through in-depth interviews with several informants. The result of this research is communication management established by UNESCO in the “Branding Bahagia” project as a part of its Creative Youth at Indonesian Heritage Sites program, which is strengthened by effective communication among all parties involved in a series of action. There are four stages in the process of communication of project management in “Branding Bahagia” i.e. Creative Team Development, Need Assessment, Creative Process, and Evaluation.

Keywords: communication management, brand strategy, creative youth, “Branding bahagia”, Indonesia heritage