Marketing strategies and activities with mascot character might draw people closer to the festivals and increase the overall benefit of the marketing for festivals as well. In recent years, adopting mascot character in Lantern Festivals at Central Taiwan has proved to be a successful marketing model. In order to examine the marketing model, three research steps focused on mascot character design were adopted: (1)Define research targets – reviewing the application of famous or non-famous mascot characters in 2005 to 2009 Lantern Festivals at Central Taiwan. (2) Questionnaire survey – conducting a survey about the mascot characters design to consumers and analyzing their behaviors and preferences to these activities. (3)Interview – utilizing a semi-structured interview to collect expert opinions from host organizers, designers and consumers. The data were analyzed by quantitative methods and semi-structured interview analysis methods. Subsequently, the results and the suggestions were summarized as follows: (1) Placing famous mascot characters to the Lantern Festivals could attract “23 to 26-year-old social freshwomen” as a new consumer group. Due to the certain emotional connections with these mascot characters in their childhood, they might be strongly willing to participate in the Lantern Festivals. (2) When selecting a mascot character, the host organizers should not only consider the “Awareness”, but also think about its critical properties such as images, background stories, emotional connections, attractiveness and economic benefits. (3) Consumers might want to see the mascot characters with above-mentioned critical properties rather than traditional ones without obvious characteristics. (4) Designers could take advantages of the attractiveness from mascot characters to re-build images and stories for marketing the Lantern Festivals. (5) By adopting the images and attractiveness of the mascot characters, host organizations could widely spread their reputation, draw more people and improve the tourism economic benefits of the Lantern Festivals. Besides, according to the findings of interview, when the mascot characters were associated with Chinese Zodiac and happier festival mood (for example, placing the character mascots in several theme pavilions), the emotional connections between consumers and the Lantern Festivals could be enhanced. In conclusion, above-mentioned marketing model might be the primary reason why the 2006 to 2009 Lantern Festivals at Central Taiwan were marketed successfully and why 2005’s was not.