Social Media Marketing Strategy for the “Lights Wonderland 2025” Event: A Case Study of PT. Pusat Rekreasi & Promosi Pembangunan (PRPP) Central Java

This study aims to examine the marketing strategy of the Lights Wonderland 2025 event through social media, organized by PT Pusat Rekreasi dan Promosi Pembangunan (PRPP) Central Java. The background of this research is based on the increasing competition within the MICE industry and the shift in consumer behavior toward digital platforms. This study employs a qualitative approach, with data collected through observation, interviews, and documentation studies conducted during a four-month internship period, from June 26 to October 27, 2025. The findings indicate that the implemented marketing strategy refers to the marketing mix (4Ps), consisting of product, price, place, and promotion, with a primary emphasis on digital promotion through social media. Social media plays a significant role in building brand awareness through visual branding and storytelling, as well as enhancing engagement through user-generated content campaigns. The effectiveness of the promotional strategy is reflected in the increased number of visitors, high levels of digital interaction, and the establishment of a positive corporate image. In conclusion, an integrated digital marketing strategy is capable of improving event promotion effectiveness and strengthening the company’s position within the MICE industry.