IMPLEMENTASI MARKETING COMMUNICATION PADA KEGIATAN BRANDING “THE HEART OF EAST JAVA” PARIWISATA KABUPATEN MALANG (Studi pada Dinas Kebudayaan dan Pariwisata Kabupaten Malang)

Globally, tourism has been recognised as the flagship sector for regional development in a country and improved welfare for the community. One area that also seeks to build a regional economy in the tourism sector is Malang regency. Therefore, The Tourism brand of Malang District launched with the tagline Malang District: The Heart of East Java to deliver a message to the wider community that on the scale of East Java, Malang Regency has so much wealth of natural and tourism potentials and interesting destination to visit by trevelers. This study used a qualitative approach with descriptive type. The research subject is defined by the Purposive sampling method as a sampling technique. Data collection techniques are taken by observation, interviews and documentation. Data analysis uses interactive models of Miles and Hubberman. The data validity test techniques in this study use triangulation techniques. From the research that has been done, it is found that the marketing activities conducted by marketing division of Disparbud Malang District in the branding activity "The Heart of East Java" is using marketing communication in the form of advertising, sales promotion, public relations, personal selling and direct marketing. Using media such as television, online media, print and social media such as Instagram, Facebook and Youtube. The target market that is targeted is millennials who love nature and adventure