A developed marketing structure and activities are a prerequisite for the successful business of any organisation. Event organisation also requires a clear marketing concept. It is necessary for the event planner to create such an activity which potential visitors would find worth visiting and investing their time and money in. The crucial part is creating such an event which would stand out from the others and thus attract potential visitors. Marketing tools can be used to create an appealing products and reach the previously set goals, the crucial one being town branding. Tourism has always had a significant role in Croatian economy, because of its financial benefits for tourist destinations. The main interest for each destination is to eliminate competition and attract visitors by an interesting offer which would completely satisfy the tourists’ needs. Cities as tourist destinations should be able to successfully compete with other cities and create a certain image. Those cities which develop the concept of branding will reach the target group more easily - that is, visitors, investors, good-quality labour force and so on. By finding a way to differentiate themselves in order to satisfy the current and future customers’ needs, cities will ensure competitive advantage. One of the means of attracting attention to a destination is event organisation. Events should be integrated into a city’s marketing plan and into the strategy of branding a city or tourist destination. It is necessary to continually monitor and evaluate the attribution of events in the process of city branding, instead of merely focusing on the financial results of each individual one. The goal is to create an emotional relationship between the city and the target group. It is also vital to keep developing the brand position by creating a network of individuals, business subjects and other relevant institutions which would engage continual communication, to support, improve and monitor the system. Cities should focus on quality, innovative and comprehensive solutions in order to attract the essential resources and target user groups. Crikvenica is a town with a tourist tradition more than a hundred years old. The vicinity of the airport on the island of Krk, passenger and cargo ports in Rijeka and good road and railway connections with Central Europe were crucial preconditions for the early development of tourism in this town. As early as 1906, Crikvenica was proclaimed a health and seaside resort, due to favourable climate, mild winters and pleasantly warm summers, constant mixture of the sea and mountain air, as well as the clear, shallow sea in the bays. Greater attention has lately been devoted to the period before and after the peak tourist season, in order to increase the financial revenues from tourism, by developing an attractive and competitive destination offer with added value. In September 2014, the Croatian National Tourist Board started the project “Croatia 365” in order to use the resources that Croatian tourism has in the pre- and post-season. The Tourist Board of Crikvenica has also joined the project. A theoretical and practical analysis of events and town branding by organizing events in the off-season has been conducted. Given the particularity of an event as a product, an analysis of the specific ways marketing processes apply on events has also been done. Attention has been focused on the organization of the event “Advent in Crikvenica”. The goal is to show that desired town branding can be successfully created by well-organised events outside the main summer tourist season.