Successful library events most often depend on deliberate and well-planned promotion. The backbone of planning is having an easy-to-follow protocol for consistent promotion of upcoming events. Promotion protocols facilitate tacit knowledge transfer and ensure compatibility of events to the overarching mission of the institution. Taking examples from event promotion in a special library, we highlight the details of a recently developed and implemented promotion protocol. By way of highlighting aspects of marketing, public relations, advertising and promotion, we present our protocol to be transferred to any type of library.