tedster - 6:29 pm on Jun 26, 2010 (gmt 0)
A good point, 1script. For any approaching event that is fixed in time, I would look to social media and building some buzz about the event itself. I wouldn't even worry about links from a ranking boost angle so much, although that will probably happen naturally, anyway.
For events of this nature, I think it takes more than creating a website and "building links" to improve rankings. I think it takes building actual TRAFFIC, through every type of messaging and marketing you can come up with.