Strategi Nation Brnding Indonesia Melalui Penyelenggaraan Presidensi G20 Indonesia Tahun 2022

Abstract

This thesis describes Indonesia's nation branding through the holding of Indonesia G20 Presidency. As an instrument of public diplomacy, the Indonesia G20 Presidency is used to implement a nation branding strategy to gain international credibility which brings benefits to achieving national interests. This study aims to explain the nation branding strategy used by Indonesia and the roles of the actors involved. The research method used is a qualitative research method with a descriptive-qualitative method. All data in this study were collected using literature study techniques. The results of this study are that the nation branding strategy implemented by Indonesia consists of three stages, namely before, during and after the implementation of the G20 Presidency. The strategy prior to implementation was dialogue with the Government of India, setting priority issues, and making the G20 logo. The strategy for organizing it was through advertising, cooperation with international media, using social media, appointing Maudy Ayunda as spokesperson for the Indonesian G20 Presidency, forming the slogan "Indonesia Leads", electric vehicles as transportation for the G20 Summit, and culinary Gala Dinner for the G20 Summit. The strategy after the implementation of the G20 Presidency is demonstrated through the achievement of the 'G20 Bali Leaders' Declaration and concrete deliverables. There is a role for state and non-state actors in Indonesia's nation branding strategy. The state actors involved are the President of the Republic of Indonesia, the Vice President of the Republic of Indonesia, and thirty-four ministries. Actors including the state also The Nusa Dua Indonesia Tourism Development Corporation (ITDC) as a State-Owned Enterprise. Meanwhile, six non-state actors were involved, including One Collective as the logo designer, Celsius Creative Lab as a visual creative consultant, PT Royalindo Expoduta and PT Dyandra Media International Tbk as event organizers, Maudy Ayunda as spokesperson for the Indonesian G20 Presidency, and William Wongso as the person in charge of culinary at the G20 Summit