Brand Communication Strategies in Post-Pandemic Event Tourism: A Case Study of Prambanan Jazz Festival 2023

doi:10.36782/jcs.v15i1.2591

Brand Communication Strategies in Post-Pandemic Event Tourism: A Case Study of Prambanan Jazz Festival 2023

Meliani Nurul Safitri, Mochammad Kresna Noer

Abstract

This study examines the brand communication strategies employed by Rajawali Indonesia Communication in organizing the Prambanan Jazz Festival 2023 during the post-COVID-19 recovery period. Using a qualitative case study approach, data were gathered through in-depth interviews with three key organizational representatives (the Marketing Communication Manager, Corporate Secretary, and Social Media Officer) supported by field observations and document analysis. The findings show that Rajawali Indonesia implemented an integrated communication strategy combining digital engagement, experiential elements, and culturally rooted branding. Digitally, the team optimized Instagram, Facebook, Twitter, and YouTube through real-time updates, sequential artist announcements, interactive Instagram Stories, countdown content, and visually cohesive promotional materials. Additional tactics included targeted hashtags, collaborations with lifestyle and music influencers, micro-moment behind-the-scenes content, and the amplification of user-generated materials to expand reach and build emotional connection. On-site communication strengthened visitor experience through clear signage, responsive staff, live information screens, and heritage-based visual storytelling that positioned Prambanan Temple as a central brand icon. Post-event communication, although less consistent, featured an aftermovie, highlight albums, and press releases to sustain visibility. Collectively, these strategies helped rebuild audience trust, reinforce the festival’s cultural identity, and support tourism recovery in Yogyakarta. The study recommends maintaining cross-platform content consistency, ensuring year-round audience engagement, and integrating local cultural narratives to enhance brand distinctiveness. Strengthening post-event relationship building and adopting data-driven content planning are also crucial for sustaining loyalty and improving event resilience in the post-pandemic landscape.

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

Safitri, M. N., & Noer, M. K. (2024). Brand communication strategies in post-pandemic event tourism: A case study of Prambanan Jazz Festival 2023. Journal Communication Spectrum: Capturing New Perspectives in Communication, 14(1), 70-84. http://dx.doi.org/10.36782/jcs.v14i1.2670

Keywords

brand communication; event tourism; digital engagement; cultural branding; tourism recovery

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