ABSTRACT
Marketing an event requires more than just sending out a promotional message. Marketing an event is a process that starts with deciding what type of event will be held and who will be targeted with the promotional message. As a result, when marketing events, price is not the primary strategic focus. The promotion component of marketing strategy is essential when producing events. Developing a promotional strategy for an event is challenging because much of what the event has to offer visitors is an intangible experience rather than a tangible product that can be examined before purchase through sight and touch. Besides information on the features and the benefits they provide, the marketing message also needs to communicate the values that the event embodies. Branding is the process of using very few words and visuals that together will communicate to potential visitors the image of the event along with the features, benefits and values it has to offer.
