This paper is about VAFI film festival's promotion. Every film festival needs a team for public relations so it can communicate with its audience and media. VAFI is all about culture and education first but there is also a lot of fun and entertainment for its visitors. VAFI is very important for the county of Varaždin not only for its cultural character but this festival has a big effect on the tourism of Varaždin. All of this makes VAFI’s communication with its community very important. The main part of VAFI’s promotion is conducted through Internet and social networking and a little less through local television and radio stations. This communication is mainly in Varaždin and Croatia, but social networking and Internet allows them to communicate with the rest of the world especially considering partners of the festival – foreign countries. That foreign countries are usually on the other continent, the other side of the world and their culture and are very far of our local media. VAFI’s Internet communication seems to be very good and the local communication is something they should be working on more. For example, in this paper there are few ideas about making this local communication better. That ideas are intended for parents because we are not allowed to approach the children directly. All of the communication intended for children should go through their parents. At the end, parents are those who decide about their own children and their children’s activities. That ideas are also meant to be presented in educational institutions because of the VAFI’s educational and cultural character.