Implementations Of Art Museum Marketing Communication In Forming An Educative Arts Tourism Subculture

Case Study of Brand Activation at the NuArt Sculpture Park Museum in Bandung

Abstract

This research aims to understand how the NuArt Sculpture Park Museum's marketing communications are implemented through a brand activation strategy in shaping an educational arts tourism subculture. The focus of the research is on identifying marketing communications steps in brand activation, media usage, the role of the community, and the placement of brand activation within the main marketing communications strategy. The research method used is a qualitative case study approach. Through interviews with museum officials, activity observations, and documentation of brand activation activities, the results show that brand activation is carried out through three main stages: planning, implementation, and evaluation, which include aspects of output, outtake, and outcome. Communication media acts as a supporting channel in disseminating information. The community plays an important role as a collaborative partner in presenting, developing, and expanding the impact of brand activation activities. Furthermore, brand activation was chosen as the main marketing communications strategy because it provides a direct art experience that can build emotional engagement and understanding of cultural values. This process consistently shapes an educational arts tourism subculture consisting of visitors, creative communities, and members of the public actively involved in museum activities

Penelitian ini bertujuan untuk memahami bagaimana implementasi komunikasi pemasaran Museum NuArt Sculpture Park dilakukan melalui strategi brand activation dalam membentuk subkultur wisata seni edukatif. Fokus penelitian mengarah pada identifikasi langkah-langkah komunikasi pemasaran dalam brand activation, penggunaan media, peran komunitas, serta penempatan brand activation dalam strategi utama dalam komunikasi pemasaran. Metode penelitian yang digunakan adalah kualitatif dengan pendekatan studi kasus. Melalui wawancara dengan pihak museum, observasi kegiatan, serta dokumentasi atas aktivitas brand activation. Hasil penelitian menunjukkan bahwa brand activation dilakukan melalui tiga tahap utama : perencanaan, pelaksanaan, dan evaluasi yang meliputi aspek output, outtake, dan outcome. Media komunikasi berperan sebagai saluran pendukung dalam penyebaran informasi. Komunitas berperan penting sebagai mitra kolaboratif dalam menghadirkan, mengembangkan, serta memperluas dampak kegiatan branda activation. Lebih jauh, brand activation dipilih sebagai strategi komunikasi pemasaran utama karena memberikan pengalaman seni langsung yang mampu membangun keterlibatan emosional dan pemahaman nilai budaya. Proses ini secara konsisten membentuk subkultur wisata seni edukatif yang terdiri dari pengunjung, komunitas kreatif, serta masyarakat yang terlibat aktif dalam kegiatan museum.