Tourism can be one of the important sectors in increasing national income as well as in an destination, this is because of the multiplier effect. Multiplier effect is the economic effects caused by tourism economic activities against the economy of a region.Yogyakarta is one of the destination that has a variety of tourist attractions.The large number of potential owned bySpecial Region of Yogyakarta will not be recognized and accosted by the tourists when there is not an attempt to introduce and promote tourism to a broad audience.Jogja Volkswagen Festival (JVWF) 2017 is the automotive event aims to introduce the culture and tourism of Yogyakarta. This research aims to find out how the implementation of promotional activities and cultural tourism of Yogyakarta in 2017 JVWF. Research methods used in this research is descriptive qualitative, whereas data collection techniques implemented by way of interviews, observation and documentation. Retrieval of informants in the interview done by using purposive sampling technique. While the data in the form of documentation obtained through the event committee. The object in this research is the Volkswagen Club of Yogyakarta which is the JVWF 2017 event organizers. The research found that JVWF 2017 potentially to become media promotion of culture and tourism of Yogyakarta in building the destination brand awareness. It is formed through Yogyakarta tourism icon that is displayed in a variety of media used, such as decorations, posters, video teaser and stage design where the event takes place. Then, the tourism icon were also scattered through the event publicity in online and offline media.