This research is about how Artotel Yogyakara do their positioning strategy, it aimed to find out how Artotel Yogyakarta do their positioning strategy as an art concept hotel to increase brand awareness in 2017-2018 period and find out consumer response towards the positioning strategy of Artotel Yogyakarta. This research used qualitative research method with case study approach, the type of this research was descriptive qualitative. This reasearch was located in Yogyakarta. The source of the data were taken from primary data obtained from indepht interview, documentations and documentation photo. The validity test used triangulation, comparing the result of interview with content of related documents. Artotel Yogyakarta is the first hotel with art concept in Yogyakarta. The hotel has a contemporary art concept with modern architecture design. Artotel Yogyakarta has a various effort to do their positioning strategy to increase brand awareness. Event marketing is a dominant effort that the hotel do to put an art contemporary concept inside the consumer’s mind. Social media activity is very active to increase brand recognition into the consumer’s mind.