MARKETING COMMUNICATION STRATEGY TO DEVELOP  BRAND AWARENESS AT SAVAYA BALI COMPANY

I Made Sutika; Ni Nyoman Cipta Dewi; Putu Ayu Risky Nandha

I Made Sutika
Ni Nyoman Cipta Dewi
Putu Ayu Risky Nandha

Keywords: Marketing Communication Strategy, Brand Awareness, Savaya Bali

Abstract

Savaya Bali, formerly known as OMNIA Dayclub Bali, faced challenges in rebuilding brand awareness after a name and concept change. This study aims to analyze the marketing communication strategies applied in increasing brand awareness and consumer appeal. The research approach uses a qualitative method with a descriptive design, through observation, in-depth interviews, and document analysis. Data were analyzed using the Miles and Huberman models. The results show that Savaya Bali uses communication strategies through social media, digital advertising, event marketing, and word of mouth promotion, with an emphasis on exclusive experiences and luxury branding. This strategy is effective in attracting high-end consumers, despite the challenges of maintaining brand consistency and expanding market share. It is necessary to strengthen digital marketing strategies, increase audience interaction, and collaborate more widely with local communities to strengthen brand awareness in the future.

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