SUMMARY
One of the efforts made by the Yogyakarta City Government to anticipate the arrival of the low season in tourism sector is to organize an annual tourism event, Jogjavaganza event. This research uses a qualitative method with a study case approach. The data collecting method uses interviews and documentation studies. The purpose of this research is to introduce the jogjavaganza event by adopting the popular tourism events in Indonesia. The results showed that; (1) the jogjavaganza event can improve the tourism brand of the city of Yogyakarta, (2) the Jogjavaganza event activity which is participated by the government, private sector, and the community shows an established network, (3) the jogjavaganza event for the Yogyakarta City Tourism Department is part of an important marketing communication in order to promote Yogyakarta City tourism.