Martensen et al. (2007) have discussed that the event marketing has been growing its popularity as an effective promotion catalyst. Event marketing is completely a different aspect from the generic marketing process, followed for the marketing of any product or service. Unlike traditional marketing communication tools, event marketing focuses on sharply defined target audience in order to conduct two-way communication through which company can promote their products and services effectively. Some of the factors that influence the growth of event marketing include the enhancing corporate disillusionment with traditional media platform because of increased clutter, increasing costs and reduced effectiveness. With the help of event marketing, the organisation can break through the advertising mess, and focuses on a specific target audience in order toemphasise on the product and service promotion resulting expanding sales. According to the analysis conducted by Preston (2012), event marketing has several beneficial aspects for the organisations such as brand building, developing the corporate image, focusing on the target market, implementing a marketing plan. In Australia, a number of event management organisations arrange different types of events ranging from concert events to theatre production for their clients. For example, RockCity Event Marketing organises various events for its clients. In today’s competitive business world, events are not limited to a few specific products and markets. Zarantonello and Schmitt (2013) have analysed that the event marketing has been gaining its popularity in long-term humanising of businesses and image building of corporate.