Pre-Event Marketing of Trail Running Events: Stories of People, Place and Experience

Abstract

Abstract The use of storytelling in destination marketing is well explored, but the role of events in this is under researched. The purpose of this paper is to investigate how two different trail running events in Innsbruck, Austria, use elements of storytelling within their communications strategy in the lead-up to the event, and how stories about the two events are interwoven to create a shared meaning around the image of Innsbruck as an alpine-urban destination. Stories on the event websites, social media, local and national media, and in promotional material are thematically analysed to examine the similarities and differences in storytelling approaches. Findings reveal that both events use a combination of three specific elements – people, place and experience – but different strategies when tapping into each other’s story and hence shaping the overall story of the destination. As such, the paper makes theoretical and practical contributions to the event marketing body of knowledge.