The role of promotion in marketing communication of traditional performing arts on the example of ensemble LADO

Sa？etak This paper shows the importance of arts events promotion, as well as the importance of encouraging and developing different kinds of artistic events as the basis for the continuous creation of competitive advantages on culture and arts market. The goal of this paper is to determine the role and importance of promotional communication in arts and cultural events. The subject of marketing is not only the products but also the services, ideas and experiences offered to the user, in other words, all for which both supply and demand exist. The performances of the Ensemble Lado, which this paper analyses, create a special experience for the audience, which among other things makes Lado a brand with long-term existence and the status of a unique and original brand on the Croatian cultural market. The audience always returns to the experience created at their performances and the full halls and the reaction of the media are solid proof of that. This is also evident in the research on the sociodemographic display of visitors to Lado's concerts conducted prior to a concert in Zagreb in 2017. The research showed that more than half of the respondents who came to the concert came for the first time to their performance, testifying to a successful campaign and long-term goals of attracting a new audience