Going to Spa

5 June 2010 -  The practice of traveling to hot or cold springs in hopes of curing an ailment, fatigue or disease dates back to pre-historic times. However, the concept of going to the Spa is named after the Belgium town Spa in the Ardennes, whose name goes back to Roman times. The name of the town has now become eponymous with any place having a natural water source that is believed to have special health-giving qualities. Idyllic Spa is promoted as a haven of peace and quite, but once per year it becomes the location of the Belgium Formula One Grand Prix, which is probably the most noisy event on the planet. How did that happen? And what Marketing theory is behind it?.