Analisis Strategi Marketing Public Relations Padel Hill Dalam MengelolaEvent Padel Nasional Pertama Di Kota Bandung
Abstract
Amidst the rapid growth of the racket sports industry in Indonesia, the Marketing Public Relations (MPR) strategy has become the key for Padel Hill in building credibility through the first national padel event in Bandung. This study aims to determine the application of the MPR strategy carried out by Padel Hill in managing national padel events in Bandung to build brand awareness and institutional credibility. This study uses a qualitative approach with a case study method, where data is collected through in-depth interviews with five informants, direct observation at national events, and documentation. The analytical framework used refers to the MPR Concept from Three Ways Strategy by Harris (1991). The results show that Padel Hill's MPR strategy is implemented through three main aspects: a stimulation strategy that utilizes the momentum of the grand opening, the FOMO phenomenon, and the power of panoramic visual aesthetics; an attraction strategy by creating a prestigious competitive atmosphere and homey inclusive service; and a credibility strategy through strategic collaboration with premium sponsors and influencers to gain social validation. This research contributes to studies related to MPR in momentum events to build credibility and sports tournaments. Keywords: Event Management, Marketing Public Relations, Padel Hill, Event Management, Padel Sport, Three Ways Strategy.
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