The success of effective communication activities is largely determined by the determination of communication strategies. The objective of this study is to find out the implementation and the obstacles of communication strategy of Abang None Jakarta in preserving Betawi culture through theater performance. Researcher used qualitative methods by interviewing 5 key informants, they are a founder of Teater Abnon, the chairman of Ikatan Abang None Jakarta, one of actresses in Teater Abnon, one of Betawi artists and one of audience of Teater Abnon. The theory used in this study is the instrumental model of persuasion theory. The result of this study is that Abang None Jakarta through social media and the Teater Abnon is able to communicate well about the preservation of Betawi culture to the Jakarta’s community. However, every good thing has weaknesses and obstacles in implementing the communication strategy. it requires a well-preparation of human resources to carry out communication strategy through theater performance.

Keyword: communication strategy, tourism ambassador, Betawi culture