<![CDATA[The Ancol Gondola, a prominent amusement ride in Taman Impian Jaya Ancol, has faced declining ticket sales due to shifting consumer behaviors, particularly among Gen Z and Millennials, who dominate Indonesia's productive class. This study explores creative solutions for integrated marketing communication (IMC) to revitalize the Gondola Ancol's appeal. Using a qualitative phenomenological approach, data were collected through in-depth interviews with 10 informants, including visitors and internal stakeholders. The research applied Everett Rogers' Innovation Diffusion Theory to analyze stages of consumer engagement, from knowledge to confirmation. Findings revealed three key creative solutions: (1) developing unique products like contemporary coffee spots and architectural updates to evoke a Fear of Missing Out (FOMO) effect; (2) enhancing social media content with fresh visuals, casual language, and influencer collaborations; and (3) optimizing digital and offline advertising through aesthetic media placements. Implementation barriers included inadequate digital marketing strategies, limited product innovation, and infrastructure maintenance issues. The study underscores the need for adaptive IMC strategies tailored to Gen Z and Millennial preferences, such as increased digital promotion budgets and regular product refreshes. These insights offer practical recommendations for Gondola Ancol to align with market trends and improve visitor engagement.]]>
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