| Summary: | Public relations has not been seen as an integral part of marketing communicatioin many
companies. Many of them only focus in mass media advertising as their promotional
activity. Whereas, public relations through its communication tools, such as sponsorship
can be used to reach wide audience and create awareness, as well as create the brand
image. The aim of this research was to gain a deeper understanding of how PT Mustika
Ratu Tbk. uses sponsorship in Puteri Indonesia to create the image and increase its
awareness to build strong brand equity of Mustika Ratu. In order to achieve this purpose,
the research used the descriptive-qualitative approch to describe and explain how the
image and awareness were created through the event sponsorship. The theory of this
research was collected from various sponsorship, brand and IMC literatures that
included books, journal, and additional PT Mustika Ratu Tbk�s confidential informations
and documents. The emperical study was conducted with the interviews with Corporate
Public Relations Manager of PT Mustika Ratu Tbk. and Public Relations of Puteri
Indonesia Organization. The findings showed that Mustika Ratu is willing to sponsor the
event because it can create the image and awareness as expected, as well as can be an
atribute that associated to the corporate and product brand. Sponsorship in Puteri
Indonesia has been the core of PT Mustika Ratu Tbk�s integrated marketing
communication strategy. To reach the best result of IMC objectives, the winner of Puteri
Indonesia will be used in other marketing communication tools such as advertising,
promotion, and CSR activities as brand personafication of Mustika Ratu.
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