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This chapter is part of a strand of studies dedicated to tourism events and territorial marketing strategies and focuses on the role of communication in an event-based strategy. Events can attract tourist flows, spread the territorial image, stimulate investment, and contribute to the territorial brand. Therefore, their role becomes increasingly important for an effective territorial and tourism marketing strategy. In the events sector, communication plays a key role in shaping marketing policies, which increasingly involve interaction between actors and the use of technology. To build and communicate an event is essential to implement social media marketing strategies that foster sharing of content that significantly influences user behavior. However, the academic literature on the role of social media in event management is limited. Therefore, this study has a twofold objective: to conduct a review of the literature to systematize and contextualize existing knowledge and to identify the main benefits and risks involved in the use of social networks in events.

This chapter outlines the contextual factors that define an impoverished northern town in the UK called Blackpool, and the implications of this are drawn out through social reproduction theory. Following this, the equalities literacy framework is used to abductively analyse the narratives of six young people. This provides the reality of the young people's lives situated within this context and draws out recommendations for how young people's lives in Blackpool and beyond might be improved by frontline staff, organisations, policy makers and governments.