A marca em festa: publicidade de eventos institucionais para promover a imagem de Natal/RN

Abstract

This paper proposes an analysis of the communication strategies adopted to promote Natal-RN as a destination for institutional events, considering advertising as a central tool in the construction of its territorial brand. The research adopts a qualitative and exploratory approach, bringing together theoretical references on institutional communication, advertising, event promotion and brand management. The study included both a literature review and a documentary analysis of campaigns promoted by the City Hall of Natal, including excerpts from the Carnival, São João and Christmas events in Natal. The results indicate that communication actions aligned with Natal's cultural identity have the potential to strengthen the city's image, generate symbolic value and position it more competitively in the tourism sector, contributing to its economic development.