They give instant access
Influencers want access, sometimes more than they want to be paid.
By creating events, sometimes even just unique events, you can gain access to coverage at a considerable rate below what you'd pay for a sponsored post.
Earn media with noise
Events are a significantly easier way to create media and coverage because it's tangible.
The right brands have the opportunity to earn media coverage for the right events that make noise.
It's about bricks and mortar
In a post COVID world, what people yearn for, is the physical world.
In a flat economy, with significant pressures on commercial real estate, sales in Department Stores are up.
People are running more events.
These are clear signals that what people want is the physical world more than the digital.