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Cianjur as one of the districts in West Java is carrying out various activities under the framework of city branding namely Sapta Cita. This research focuses on the packaging of Sapta Cita as the Cianjur government strategy as well as flagship program for establishing city branding. The purpose of this study is to analyze: (1) stakeholder perceptions on the flagship program Sapta Cita; (2) the advantages, weaknesses, challenges and packaging opportunities of Sapta Cita; (3) messages in programs in Sapta Cita (4) Sapta Cipta Action Plan. The method used in this study are surveys and indepth interviews involving the millennial generation in general, and other stakeholder groups. This study finds that: (1) millennial generations generally know of Cianjur tourist attractions; (2) Sapta Cita points toward various of potentials in Cianjur that can be developed into robust city identity; (3) Cianjur’s jargon Jago is the core message in Cianjur's branding, and; (4) Sapta Cita as flagship program is carried out through the "seven-goal" program. Keywords—strategy, city branding, government programs

Government-Initiated City Branding: A Case of Sapta Cita In Cianjur, West Java, Indonesia