Promotion strategies are used as a way to attract visitors in organizing events. Along with dynamic technological developments, making online promotions become one of the most effective ways. Through social media, the opportunity to interact with consumers is closer. Therefore, promotions can be in accordance with the target. Sole vacation volume 3 is a sneaker shoe sale and purchase event held in Yogyakarta City. The Sole Vacation event is a national scale event held every year. Event Sole Vacation uses the Instagram to attract visitors because it is considered more effective and innovative than other media. This study examines the promotion strategy in the implementation of Sole Vacation Volume 3. The type of research used is descriptive qualitative to answer the phenomenon of promotional strategies carried out at the Sole Vacation Volume 3. The source of the data comes from interviews and documentation. The interview was conducted with three informants from the committee organizing the Sole Vacation event. This study reveals that the success of the Sole Vacation Volume 3 event in utilizing Instagram was one of the promotional strategies, because Instagram was a social media that is currently used by many people. In addition, Instagram is chosen because the cost is relatively affordable with a large information load.