Purpose: The purpose of this thesis is to explain why companies in France use the event promotion.

Method: In this part we explain how we are going to collect our information. On one hand we collect secondary data from books and internet websites to have an overview of the event promotion market and on the other we collect primary data through three written interviews sent to an event promotion agency’s CEO, one project manager of the same company, and an executive assistant, who works in a company which uses event promotion agencies to set its events up. We also explain why we choose this method, these persons and the kind of questions we ask.

Theoretical framework: In this chapter we explain all the important terms necessary to well understand the topic we chose by defining some specific concepts. Indeed, we talk in a first time about communication in a general way and then more specifically about event promotion, its definition, types and aims. We also in this part explain others concepts such as the loyalty.

Conclusion: We present the answer of our purpose. Companies use event promotion for mostly three reasons that are to get a good corporate image, be well known and also to federate and motivate its work forces. We go a little further in this part talking about event promotion agencies and their competitive advantages, especially the customers’ loyalty, to stay competitive on the market. Finally, we talk also about the limits of our study.