Konsep Perencanaan Event "Kals The Explorer" Dalam Meningkatkan Brand Awareness Re-Opening KidZania Jakarta Pasca Pandemi

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Nasution, Amelia Hariza and Ramadina R, Fiola (2021) Konsep Perencanaan Event "Kals The Explorer" Dalam Meningkatkan Brand Awareness Re-Opening KidZania Jakarta Pasca Pandemi. UGP-Non thesis thesis, LSPR Communication and Business Institute.

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Abstract

Luasnya penyebaran virus covid-19 di Indonesia berdampak pada kerugian industri hiburan, salah satunya adalah KidZania Jakarta yang diwajibkan untuk menghentikan kegiatannya. Penutupan sementara ini, mengakibatkan penurunan brand awareness selama kurang lebih 11 bulan. Setelah dinas pariwisata dan PEMDA setempat mengizinkan KidZania Jakarta untuk kembali beroperasi, terdapat berbagai inisiatif yang telah dilakukan KidZania Jakarta untuk kembali menarik minat pelanggan pasca pandemi. Namun, untuk mengoptimalkan kegiatan sosialisasi reopening tersebut, maka KidZania Jakarta perlu melakukan kegiatan pendukung, dimana adanya pendekatan secara langsung dengan target market. Maka, penulis akan merancang konsep perencanaan event "Kals The Explorer" dimana terdapat rangkaian kegiatan experiential marketing yang diwujudkan melalui event road tour, guna untuk meningkatkan awareness reopening dengan memberikan pengalaman terkait product value KidZania Jakarta.

Kata Kunci: Experiential Marketing, Event, Brand Awareness, KidZania Jakarta

Item Type: Thesis (UGP-Non thesis)
Subjects: H Social Sciences > HT Communities. Classes. Races
Divisions: Faculty of Communication, Communication Studies > Marketing Communication
Depositing User: Ms Kartika S
Date Deposited: 03 Jan 2024 10:59
Last Modified: 03 Jan 2024 10:59
URI: http://repository.lspr.ac.id/id/eprint/292

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