Event marketing came into focus in the 1990s and was treated like a magic weapon. From then on, a genuine emotional experience of a brand world became possible: the brand you can touch. Every company organized events, events for customers, for employees, for suppliers, or simply for the sake of having an event. However, the anticipated future and growth forecasts did not fully materialize. Nevertheless, event marketing has established itself as an integral part of a company's communication and brand strategy, precisely for the reasons demanded by the economic and social context: the creation of emotional experiences to differentiate from the competition. However, events must also be integrated into a comprehensive communication strategy of a company to achieve a positive impact.