SURABAYA, JurnalPost.com – Pasar Turi Baru Surabaya continues to be a major commercial hub catering to a wide range of public needs. Beyond its primary role as a center for buying and selling, this shopping complex is increasingly utilized as a venue for various events, ranging from competitions and religious gatherings to activities that actively involve the local community and visitors.
The presence of these events brings a distinct atmosphere to the commercial environment. Pasar Turi Baru has become not only a shopping destination but also a space for social interaction, entertainment, and promotional activities.
The Transformation of Pasar Turi into a Modern Shopping Center
Pasar Turi has a long history as one of the primary trade centers in the city of Surabaya. The area has long been recognized as a hub for wholesale and retail transactions, attracting traders and shoppers from various regions.
Throughout its history, the old Pasar Turi suffered major fires in 2007 and 2012. These events brought significant changes to the commercial activities in the area.
Following an extensive reconstruction process, Pasar Turi Baru fully resumed operations in March 2022, introducing a more modern shopping center concept.
The Pasar Turi Baru building is equipped with various supporting facilities, such as air conditioning, escalators, passenger and freight elevators, fire protection systems, a culinary area or food court, and parking facilities.
These facilities were introduced to enhance visitor comfort while supporting the activities of merchants operating within the Pasar Turi Baru area.
As a wholesale and retail trade center, Pasar Turi Baru offers a diverse range of products, including ready-to-wear clothing, Muslim fashion, school uniforms, bags, suitcases, shoes, textiles, household appliances, military and police equipment, stationery, and various other necessities.
This product diversity is a key attraction for Pasar Turi Baru, drawing both individuals seeking personal items and those looking for goods to resell.
Diverse Events Enliven Pasar Turi Baru
Beyond commercial activities, Pasar Turi Baru also serves as a venue for numerous events that engage the public.
Various events held at the venue include children's competitions, religious activities, fun walks, fire safety training, and other events that utilize the shopping center's space.
Hosting these events creates a more dynamic atmosphere. Visitors do not come solely to shop; they can also participate in or watch the activities taking place.
Community-focused events also serve as a way to introduce the Pasar Turi Baru environment to a wider audience.
Through the blend of commercial activity and event hosting, the area now functions as much more than just a place for transactions.
The Role of Marketing Communication in Supporting Event Publicity
Behind the organization of these various events, communication and publicity are essential to ensure information reaches the public effectively.
The Marketing Communication (Marcom) division plays a vital role in supporting promotional activities, documentation, and the dissemination of information regarding events held at Pasar Turi Baru.
During my internship in the Marcom division, I had the opportunity to be directly involved in various tasks related to marketing communication.
These activities included photo and video documentation, digital content creation, editing, editing, graphic design, and assisting in the execution of strategic marketing and venue promotion.
Documentation is a crucial part of every event. The photos and videos produced serve not only as archives but also as promotional materials to introduce these activities to the public.
Meanwhile, content creation and graphic design are utilized to support information delivery across various communication channels.
Involvement in these tasks provided experience regarding the importance of communication planning, creativity, and coordination in supporting the marketing efforts of a shopping center.
Social Media as a Tool for Digital Promotion
In addition to event documentation, digital promotion is a key component of marketing communication at Pasar Turi Baru.
Social media platforms such as TikTok and Instagram are used to introduce the various products, shops, services, and events available in the area.
One form of promotional activity conducted is live streaming on social media.
Through these sessions, I assisted in introducing products and shops to the public digitally.
Live streaming allows information about products and commercial activities to be conveyed in a more interactive manner. The public can view products or events without needing to visit the location in person.
Furthermore, creating photo and video content for social media is part of the effort to expand the reach of information regarding Pasar Turi Baru.
The use of social media demonstrates that marketing communication is not limited to on-site promotion but also extends across various digital platforms.
Internship Experience Provides Insight into the Professional World
Involvement in Marcom activities provided me with direct experience in understanding communication and marketing processes in a professional environment.
Through the various tasks performed, I learned how an event is prepared, documented, promoted, and publicized to the public.
This experience also showed that content creation is not just about technical skills in photography or video editing.
It requires an understanding of communication objectives, audience characteristics, media selection, and information delivery to ensure promotional messages are well-received.
This internship served as an opportunity to apply the communication knowledge gained during my studies to real-world work situations.
From documentation and graphic design to content management and marketing support, these activities provided a comprehensive view of the role of communication in supporting the operations and promotion of a trade center.
With its modern facilities, diverse commercial activities, and the hosting of various community events, Pasar Turi Baru Surabaya has the potential to continue growing as both a trade hub and a space for public activity.
The role of Marketing Communication through documentation, publicity, and digital promotion helps support the dissemination of information about the activities, products, and services available at Pasar Turi Baru to a wider audience.
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