<![CDATA[This study explores the role of the Public Relations (PR) Department of PT KAI in developing the brand experience of the Panoramic Train service. It focuses on identifying the PR Department’s roles, communication strategies employed, and key factors determining the success of branding efforts. A qualitative case study approach was used, with data collected through interviews with PR staff and Panoramic Train passengers, supported by field observations and document analysis. Data were analyzed using thematic content analysis with within-source and between-source triangulation to ensure validity. The findings reveal that the PR Department plays three main roles: as a team member responsible for developing the Panoramic Train brand experience, as a visual image developer, and as a message propagator. The communication strategies implemented include storytelling, social media utilization, collaboration with strategic partners, visual content creation, passenger education regarding train features, and passenger training initiatives. The success of the branding effort is influenced by service design quality, alignment between communicated messages and actual service delivery, emotional engagement with the public, and passengers’ willingness to share their experiences. Overall, the Panoramic Train has evolved beyond a transportation service into an experience-based product with added value, strategically managed by PT KAI’s PR Department to enhance corporate image and strengthen brand equity.]]>
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