This paper presents the importance of arts events promotion, with particular regard to the Concert of Lado Ensemble from June 2017, which is a case study in this Bachelor’s Thesis. The importance of encouraging and developing different kinds of artistic events as the basis for the continuous creation of competitive advantages on culture and arts market, it forms the backbone of an integrated marketing campaign as part of strategic communication, and in this respect, in the current conditions, a business entity's business and a previously organized, strategic plan is partially conditioned and fully oriented towards the ultimate goal: selling and maintaining customer relationship and / or consumer service. Furthermore, relations with the target audience, with the exception of constant and strategically planned activities, require development and consolidation through adaptation to the demands of a complex cultural market and the individual needs of heterogeneous and dispersed audiences, which manifestations in performing art are perceived as a product whose content satisfies not only leisure and social individual user status. The Lado Ensemble, which is a case study in this Bachelor’s Thesis, is a special experience for the audience, which makes it, moreover, a national brand with a faithful audience, which explicitly assures the long-term existence and the status of a unique interior on the Croatian cultural market. The research of the socio-demographic presentation of the Lado Concert Ensemble's tour of the Ensemble Lado Concert in Zagreb in 2017 showed that more than half of the respondents (who came to the concert) came for the first time at the performance of Lado, as evidenced by a successful promotional campaign and long- the goals of attracting new (young) audience.