College

College of Liberal Arts

Department

Journalism Department

Degree Name

BS in Journalism

Date

6-2019

Advisor(s)

Dan Eller

Abstract/Summary

The following study was performed to determine the effect of planned special events on brand reputation and how they can be used as a tool for relationship building. There is a focus on outlining goals within an organization and identifying key publics that will assist in reaching said goals. The campaign’s focus was to create and publicize a Rosé Pool Party series, an opportunity for the newly reopened Skyview Hotel in Los Alamos, CA to work with and promote the surrounding business community. With scholarly research, the design of the campaign attempts to strategize event marketing to benefit the organization through strategic outreach that leads to long-term relationships and increased brand reputation.

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