Analisis Strategi Digital Campaign dalam Meningkatkan Awareness dan Penjualan Paket Tahun Baru di Hotel Aria Centra Surabaya

Abstract

This research is motivated by the increasing competition within the hospitality industry in Surabaya, which demands innovative, digitally based promotional strategies. The main problem addressed in this study is how digital campaign strategies can be effectively implemented to enhance brand awareness and increase sales of the New Year’s package at Hotel Aria Centra Surabaya. The purpose of this research is to analyze the planning, implementation, and impact of the digital campaign on consumer interest and sales performance. The study employs a descriptive qualitative approach, with data collected through social media observations, interviews with the hotel’s Sales and Marketing team, and analysis of digital interactions and sales data. The findings reveal that a digital campaign strategy integrating visual design, e-flyer blasting, and audience engagement successfully increased the engagement rate by 75%. The conclusion emphasizes that the success of digital promotion greatly depends on message consistency, content creativity, and active audience involvement in building emotional connections with the brand. This strategy can serve as a reference for other hospitality businesses in designing effective and sustainable digital campaigns.

Key Word: Digital campaign, Communication strategy, Hotel, Sales, Awareness.