Integrated Marketing Communication at Museum MACAN: Modern and Contemporary Art in Nusantara

Abstract

Museum MACAN (Modern and Contemporary Art in Nusantara) is the first private museum in Indonesia to exhibit a collection of modern and contemporary art from home and abroad. Qualitative descriptive research using integrated marketing communication, with the Museum Museum MACAN, supports the marketing assistance of the MACAN Museum at subsequent exhibitions. Integrated marketing communication is considered a tool that can help evaluate the Museum MACAN's promotion strategies that already applied in their three exhibitions: “Art Turns World Turns,” "Yayoi Kusama: Life is the Heart of a Rainbow,” also collaboratiob exhibition of Arahmaiani (The Past Has Not Passed) –– Lee Ming Wei (Seven Stories) –– On Kawara (One Million Years). The application of integrated marketing communication must be applied and improved to build brand awareness in the community and achieve Museum MACAN's vision and mission. This research is expected to contribute to the study of integrated marketing communication, especially in the field of museums and arts. In addition, it is expected to enrich studies of communication theory and can be used as evidence of the theory of integrated marketing communication with the museum. Also, improving the quality of integrated marketing communication, especially in terms of marketing exhibitions and museum programs as a tool to increase the interest of museum visitors.