Abstract:
This research was conducted to describe how GWK Cultural Park implemented DRIP on their
marketing communication strategies which made them really welcomed and accepted by
their customers. This research was developed by using case study approach of qualitative
method, with its primary data which obtained through in-depth interviews. Two employees
of GWK Cultural Park were included in the research as informants. The researcher found that
it was important to plan the best marketing communication strategies before creating a new
kind of business. The researcher used the ‘DRIP’ acronym from Fill (1999) to analyze the
strategies. Differentiate, Reminding, Informing, Persuading are the 4 factors of GWK Cultural
Park were analyzed in this research. These 4 factors has an important role in the making of
images or brand for GWK Cultural Park.
