Strategi Membangun New Brand Image Camden sebagai Clubbing Surabaya

Abstract

Camden is one of the cafes and nightlife spots in Surabaya. As a place of entertainment for Camden Surabaya, this study aims to determine: Camden Surabaya's public relations strategy in building a brand image for nightclubs (clubbing) in Surabaya. In this study, the author observes what are the strategies of public relations to improve the image of nightclubs. One of the strategies used is through the use of features on Instagram, namely through the selection of photo and video content that is allegedly every Sunday. This study uses a descriptive qualitative approach in which the researcher explains and describes the strategies used by public relations and Surabaya. To strengthen the results, the researchers also conducted interviews and direct observations. Based on the results of the study, it was found that Camden Surabaya used Instagram to improve the bad image received by the community. One way to improve this image is through the tagline embedded in Camden Surabaya's Instagram bio, namely "come as strangers leave as friends" which means that anyone who comes alone does not have to worry when they return home that they will find friends who will meet again at another time.