Eventification and Urban Branding

This chapter examines the pivotal role of organizing events in shaping a city's brand and its broader marketing communication. It provides a conceptual analysis of branding within the larger context of place marketing. The chapter outlines how events contribute to enriching the city's offerings, transforming its infrastructure, attracting the creative class, and acting as key promotional tools through media coverage and social media. It identifies the primary drivers behind the rise of urban events, particularly the growing importance of experiences in defining cultural and entertainment products. Moreover, the chapter delves into the concept of eventification, offering an in-depth exploration. It concludes by showcasing the influence of events on a city's brand, providing a comprehensive analysis of the intricate relationship between eventification, urban branding, and marketing communication. The chapter underscores the crucial role events play in shaping the identity and attractiveness of urban destinations.