Ni Nyoman Saraswati (2110414320050), “PROJECT PUBLIC RELATIONS LUMINARIA NUSANTARA : MERAYAKAN KEBUDAYAAN MELALUI TARI PROGRAM KEGIATAN : CAMPAIGN SOCIAL MEDIA”. Dibawah bimbingan Ibu Astinana Yuliarti.

Tujuan (goals) campaign social media adalah Membangun dan Memperkuat Brand Image serta Menyebarluaskan Publikasi Event Kebudayaan Luminaria Nusantara. Potensi berkembangnya budaya asing dapat membawa pengaruh negatif bagi eksistensi tari tradisional Indonesia. Oleh karena itu, untuk menjaga warisan budaya khususnya tari-tarian Nusantara, diselenggarakan-lah se-rangkaian event kebudayaan dengan tema “Luminaria Nusantara: Merayakan Kebudayaan Melalui Tari”. Alur program kegiatan Campaign Social Media dimulai dari pra-event yaitu menetapkan taktik media, taktik pesan, contentpillar serta timeline kegiatan. Tahap event yaitu memulai pelaksanaan campaign untuk keseluruhan program kegiatan Luminaria Nusantara dengan platform sosial media Instagram @luminarianusantara sesuai dengan pilar konten yang sudah ditetapkan. Tahap pasca-event yaitu mengevaluasi keberhasilan campaign menggunakan rekap dasbor professional Instagram, analisis Brand24 untuk analisis jangkauan hastag #merayakankebudayaanmelaluitari dan Slice.id untuk melihat engangement rate yang dihasilkan selama masa campaign. Hasil analisis menunjukkan bahwa campaign social media mengalami peningkatan engagement rate, jumlah pengikut baru, serta interaksi positif dari audiens target. Hal ini menjadi indikator bahwa campaign social media Luminaria Nusantara tidak hanya berhasil dalam aspek brand awareness, tetapi juga berhasil dalam membangun kanal digital yang peduli terhadap pelestarian tari nusantara. Capaian ini menjadi indikator positif bahwa campaign social media mampu membangun koneksi yang lebih luas dengan masyarakat. Selain itu, dapat membuka peluang kolaborasi lebih lanjut dengan komunitas budaya, institusi pendidikan dan pemerintahan di masa mendatang.

Kata kunci: Luminaria, campaign, PR, tari, kebudayaan, awareness. 

Ni Nyoman Saraswati (2110414320050) “PUBLIC RELATIONS PROJECT LUMINARIA NUSANTARA: CELEBRATING CULTURE THROUGH DANCE PROGRAM ACTIVITY : SOCIAL MEDIA CAMPAIGN” Supervised by Ms. Astinana Yuliarti.

The goal of the social media campaign is to build and strengthen the brand image while disseminating publicity for the cultural event Luminaria Nusantara. The growing influence of foreign cultures may pose a threat to the existence of traditional Indonesian dance. Therefore, to preserve cultural heritage especially the archipelago’s traditional dances a series of cultural events was organized under the theme “Luminaria Nusantara: Celebrating Culture Through Dance.” The campaign’s activity flow consists of three stages Pre-event stage; Establishing media tactics, messaging strategies, content pillars, and the campaign timeline. Event stage; Executing the campaign across the entire Luminaria Nusantara program via the Instagram platform @luminarianusantara, aligned with the predetermined content pillars. Post-event stage; Evaluating the campaign’s success using Instagram’s professional dashboard recap, Brand24 for hashtag reach analysis (#merayakankebudayaanmelaluitari), and Slice.id to assess the engagement rate generated during the campaign period. The analysis results indicate that the social media campaign achieved increased engagement rates, gained new followers, and received positive interactions from the target audience. These outcomes signify that the Luminaria Nusantara social media campaign succeeded not only in enhancing brand awareness but also in establishing a digital channel committed to preserving traditional Indonesian dance. This achievement reflects the campaign’s potential to foster broader connections with the public and opens opportunities for future collaborations with cultural communities, educational institutions, and government bodies.

Keywords: Luminaria, campaign, PR, dance, culture, awareness.