Strategic Communication of the Chinese New Year and Cap Go Meh Celebration Committee in Promoting the Cap Go Meh 2025 Event in Singkawang

Abstract

This research aims to analyze the communication strategy implemented by the Committee of the Chinese New Year and Cap Go Meh Celebration in Singkawang City in promoting the Cap Go Meh 2025 event. Cap Go Meh Festival is one of the prominent Chinese cultural heritages that attracts both domestic and international tourists, while also serving as a medium for preserving local traditions in Singkawang. This study employs a descriptive qualitative approach using a case study method, with data collected through in-depth interviews, non-participatory observations, and documentation. The findings reveal that the committee applied various communication approaches, including persuasive, informative, two-way communication, and word of mouth (WOM) techniques. The communication strategy was formulated based on audience segmentation, message planning, appropriate media selection, and the establishment of a dedicated team for promotion, publication, and media relations. The study shows that a comprehensive communication strategy involving local communities can effectively increase public participation and expand the promotional reach. This research offers practical insights for cultural event organizers and contributes academically to the development of cross-cultural communication strategies.