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. Dieng is one of the destination that has a variety of tourist attractions.The large number of potential owned by Dieng will not be recognized and accosted by the tourists when there is not an attempt to introduce and promote tourism to a broad audience. Dieng Culture Festival (DCF) 2018 is the culture event aims to introduce the culture and tourism of Dieng. This research aims to find out how the implementation of promotional activities and cultural tourism of Dieng in 2018 DCF. Research methods used in this research is descriptive qualitative, whereas data collection techniques implemented by way of interviews 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 Kelompok Sadar Wisata Dieng Pandawa which is the DCF 2018 event organizers. The research found that DCF 2018 potentially to become media promotion of culture and tourism of Dieng in building the city branding. It is formed through Dieng tourism icon that is displayed in a variety of media used, such as decorations, posters, and stage design where the event takes place. Then, the tourism icon were also scattered through the event publicity in online and offline media.