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In the context of today’s fast developing society in which peoples’ preferences are constantly changing, in order to gain competitive advantages, cities must develop powerful brands and adopt effective strategies to promote themselves. Thus, having the title of European Capital of Culture can be a major opportunity for cities to enhance their cultural and social life and thus to promote themselves as cultural and tourist destinations. Even more, events play an important part in the life of a city by providing new possibilities for entertainment, by improving the quality of life of the citizens, by favoring intercultural communication. In this regard, the purpose of the paper was to assess the way the city of Aarhus promoted itself through one of its events, during the time it was European Capital of Culture order to extract information and strategies that can be used as a frame of reference by other cities. While analyzing a …