Strategi Public Relations Dalam Melakukan Rebranding Hotel (Studi Kasus Pada Hotel Bumi Surabaya)

Aini, Qurrotu and Palupi, Merry Fridha Tri and Ekoputro, Widiyatmo (2020) Strategi Public Relations Dalam Melakukan Rebranding Hotel (Studi Kasus Pada Hotel Bumi Surabaya). Undergraduate thesis, UNIVERSITAS 17 AGUSTUS 1945 SURABAYA.

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Abstract

Intense competition between the hotels causes each hotel to try to provide services and facilities as much as possible. The change of management and hotel name several times is a challenge for Public Relations and all Bumi hotel management to strengthen the new Bumi Surabaya hotel branding. Being the duty of a Public Relations brings the name of the company to be better known to the public, because the name of a brand (brand) is important for consumers in choosing products or services. The purpose of this research is to find out how the Bumi Surabaya Hotel Public Relations strategy in rebranding ". By adhering to the qualitative method and case study approach this research uses the concept of marketing communication. Based on the findings of the researchers, the rebranding of the Bumi Surabaya hotel aims to renovate and renew the image and brand of an international hotel into a fivestar standard hotel with a touch of a resort feel in the middle of the city. In the rebranding process, all elements changed from the name, logo, slogan to the addition of facilities that showed more hospitality in Bumi Surabaya Hotel services. The strategy is carried out using communication media through special events and various mass media, both local and national in promoting the Bumi Surabaya Hotel to consumers.

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