English is becoming a second language and the language of instruction in Indonesia. It has been a mandatory requirement for career and study. Unfortunately, people who are now in their late 20s and mid-30s are struggling to overcome their traumas from their learning habits in the past. As someone who is passionate about English and communication, Dita Maharani saw that as an unfortunate event because eventually there’s a gap between the Indonesians and people out there in the world. With her mission to make us become a cosmopolite, Dita Maharani built a school that’s segmented for the 30-36 years old millennials and persistently delivers the value of “Learning with respect and dignity”. Besides using her name for her school, Dita Maharani Language Academy (DMLA) also uses Dita as the face of DMLA. Born in the middle of an era where English courses are everywhere, DMLA needs a strategy to be seen and to be trusted by their audience, and to stand out from the other English courses. With Dita’s Marketing Public Relations (MPR) background, DMLA is using the MPR strategy to create its brand image. Through this qualitative research, the SOR Theory by Effendy and the Three Ways Strategy concept by Harris are combined to find out what is the MPR Strategy that DMLA implements, what are the obstacles to that process, and what is the solution to the obstacles. This research has proven the effectiveness of the MPR strategy in creating a brand image for DMLA.

Marketing Public Relations, MPR, DMLA, Brand Image, English