Elijah Maleachi Hutagaol Primary Author Intan Natalia Sandy Primary Author Petra Arvella Febriana Primary Author mixed material bibliography Jakarta LSPR 2023 id Indonesia

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The fashion industry in Indonesia has played a significant role in contributing to the national GDP. Recently, there has been a notable increase in fashion product consumption patterns among the Generation Z. However, a local brand called Ageless Galaxy, faces the challenge of having a predominantly demographic audience aged 25-34, which has resulted in slower development and lack of engagement compared to other local brands in Jakarta. Therefore, a brand activation campaign named “#AGELESSIVITY” has been crafted by utilising relevant theories and incorporating the 12 steps of strategic planning and managing Public Relations campaigns, as proposed by Anne Gregory. A campaign concept plan has been thoroughly prepared that aims to raise awareness of Ageless Galaxy to Generation Z in Jakarta. This comprehensive campaign will leverage various strategies and tactics including social media promotion, socialisation to university students, exhibition, masterclass, fashion show and competition that are expected to bring a positive impact in increasing the awareness of Generation Z in Jakarta towards Ageless Galaxy. Keywords: Generation Z, Ageless Galaxy, Public Relations, Public Relations Campaign, Brand Activation Plan, 12 steps of PR Planning, Awareness Public Relations Sylvia A. Roennfeld Non Skripsi Grup 2023 Elijah Maleachi Hutagaol Intan Natalia Sandy Petra Arvella Febriana NONE Library LSPR Institute of Communication and Business Amani Library Management System S1.PR.092.23 S101962SP Hanya Tersedia Softcopy. S1.PR.092.23 sampul_skripsi.jpg.jpg 8361 2024-02-13 14:32:01 2024-03-07 16:20:55 machine generated