In early September of 2016, the youth of city of Čakovec, active in youth associations Youth Center "Cezam " and "Youth association 3FF", organized a music festival "3FF Alternative Festival" which was held in the city park. The festival was sponsored by the City of Čakovec and the Tourist Board. The aim of this thesis is to create a marketing mix of a music festival to demonstrate how that type of an event can help in promoting Čakovec and Međimurje County in terms of tourism. The thesis deals with terms such as tourist destination, event, festival, event management, marketing, marketing of non-profit organizations and marketing mix, while the vision and the concept of the festival are explained in detail through theory and practical examples. The name of the festival itself shows that the organization of the festival was not aimed at mainstream artists and activities, but rather at positioning the festival in the minds of visitors by other means. That, of course, is a harder and a more time consuming path. Since the visitors are not charged for tickets as the festival is financed through sponsorships and donations, the budget for artist fees is low. Marketing and organization strategies are therefore oriented towards collaboration between local institutions, associations, farms, companies, artists and population as a whole in order to generate positive energy and establish the festival as an example of positive social change, while attempting to draw more foreign visitors in the future. Another goal of the festival is to raise awareness of what Čakovec has to offer outside of Croatian borders, which can positively affect development of the whole county. The thesis also includes a plan for future activities and the potential future concept of the festival.