Investment in marketing and creation of a marketing story is a precondition for every company's success, regardless of its size, the field of activity, and relation to the profit. It is important to every organization to be recognized for its purpose of existence, which is also a case with public libraries. The aim of this paper is to show, by the example of the Poreč City Library, that libraries cross the boundaries of regular business and expand the area of their activities outside the library walls by good and organized marketing activities and development and continuous holding of events. That way they increase the institution's visibility in the culture, become more accessible to the wider audience, and contribute to the cultural development of the community in which they act. Many Croatian libraries still struggle with unfavorable conditions for conducting marketing business, either due to insufficient financial resources, or ignorance of the marketing process, or lack of professional staff. The Poreč City Library has recognized and found ways to attract library users, to grow volunteer network, to promote books and reading in the challenging times of the modern age, as well as for numerous cultural collaborations which leave behind the results of common thinking about a library as a gathering place for people of various affinities. BOOKtiga – the International Festival of the Read Books with BOOKtižin, a second-hand book fair, is a new, and, in our area, unique way to popularize books and reading by selling and donating used books and promoting the newest editions of Croatian authors in the collaboration with publishing houses. Emphasizing the visual identity and the message it brings, it invites the general public to cultural dialogue. Through a diverse program, which always focuses on books and reading, BOOKtiga strives to satisfy the various reading affinities of intentional and unintentional passersby and its overall concept with its solemn character is attractive to the widest audience, so this event itself has become an exceptional entertainment factor.