A signature event is an event whose brand recognition in the market is equal to or greater than the brand recognition of its sponsoring organization. Also, an event whose "production values" carry the "genetics" of the sponsoring organization's mission. "Signature event" is a term encountered, most frequently, in the nonprofit sector to describe an organization's major fundraising event(s). The term "signature event" was coined in 1984 by Biondolillo Associates, a Wellesley, MA-based marketing and development consulting firm.
Some examples include: The Big Cheese Reads, The Pan-Mass Challenge, Girl Scout Cookies Campaign.