Event marketing is one of the directions of external or internal marketing communications, the object of which is a special event.

Usually, event marketing goals are lying in the emotional sphere of influencing the target audience. Organization of bright, thematic, memorable events becomes an indispensable part of communication management of the organization; it is believed that this is the best method of interacting with target groups.

Event marketing usually does not exist in itself; it is a part of the unified strategy – an integrated approach to the promotion of the organization where special events help the target audience to “personify“ the organization with certain emotions and feelings.