Event-marketing as a Tool for Brand Promotion (as Exemplified by Lamborghini Urus Presentation)

The main purpose of this study is to examine the tools of event marketing when conducting offline presentations, as well as the impact of these presentations on the brand image and the advertised product. Contemporary event marketing market is still under development and is gaining popularity with every year. Brands are increasingly allocating large budgets for the promotion of products or services. This contributes not only to sales, but also to increasing brand image recognition. In this research, we examine what tools the Lamborghini brand used to present a new car in Moscow, and how effective this event turned out to be. We analyzed quantitative indicators, such as: quantitative references in the media, the number of cars sold, PR-Value and others. In our study, the following methods are to be used: the study of theoretical aspects, the analysis of quantitative indicators, the comparison of theoretical aspects with the actual case. We assume that our research will be useful for various PR and Event agencies that are involved in event marketing.