If you want to shorten a URL for marketing purposes you can simply achieve this by using the URL Tracker module.
If, for example, you wanted to shorten the url http://www.yourwebsite.com/whats-on/all-shows/rapunzel to http://www.yourwebsite.com/rapunzel then click on the content node in the left hand navigation tree.
You will then see the URL Tracker.
Click on the Create Button. You will then be presented with the following screen.
In the field called Old URL put the URL you would like to market e.g Rapunzel
Then put the existing URL for the event e.g. whats-on/all-shows/rapunzel into the redirect URL field.
Make sure that this URL is an exact match of the show you want to redirect to. You can ensure this by copying and pasting the URL from your browser.
The page will then look like this.
Click the Create button and you're done!
You will then be redirected to the Overview page and you will see your created redirect at the top of the list.