Marketing Communication Strategy in Land Function Changing From Dolly Prostitution Area to Small Industry and Tourism Village in Surabaya, East Java Province

The prostitution area of Gang (=small street) Dolly in the centre of Surabaya City (East Java Province, Indonesia) is a very popular place. It was claimed bigger than the same area at Geylang in Singapore and Phat Pong in Bangkok, Thailand. Suddenly in June 18, 2014, the Mayor of Surabaya City, Tri Rismaharini, closed down this localization. This was a big breakthrough which caused protest and complains. Presently, years after the prostitution activity disappeared, there is a positive new image of Gang Dolly. The negative reputation of Putat Jaya Region in Sawahan Subdistrict, Surabaya, where Gang Dolly was located, now it known as small industry and tourism village. Five years after the closing, there is a question: Has the negative image in this region really been lost and the new image of Gang Dolly has been embedded in the mind of people? By using the theory of marketing communication and brand image, this study aims to examine the extent of people who lived in surroundings Gang Dolly, and also the role of Surabaya government in order to create the new perspective in that area. This research method used descriptive qualitative research type, with an approach method are using case studies. As the result, there is a changing of brand image of Gang Dolly, from the prostitution area into the small industry and tourism village.