The project partnership is well aware that many cultural, sport and other festival programmes face an uncertain future once finances are not secured for the continuation of their activities. Wishing to create a border region that provides a great variety of cultural programmes, the partners aim at multiplying the resources which serve this objective: creative minds, organising skills, and regional and cross-border networks. Cross marketing techniques will prove to be useful tools for event organisers, enabling them to multiply their efforts in managing traditional events and organising new cultural programmes in the cross-border area.