That's a good idea. Except... I can't really claim to be promoting the game. The tournament assumes you're already familiar with the game (it needs to, otherwise you have to allow slow play, which means you can't schedule games easily, and then people can get frustrated and too few games may be played to determine a winner). Still, I can give it a shot.
Actually, you are promoting the game. I know Dominion is not a CCG, but for Magic, Pokemon, and WoW, they have tournaments where they give out promo cards as prizes that are provided by those game publishers. Why do they do this? To keep people coming back and buying their product. Even though you might not be recruiting new players, you are bringing players who have an interest in Dominion to your store. Perhaps, some of them don't own every set. And, maybe, having a tournament there will make them interested in buying an expansion or two. You might also get an observer who watches the game and ends up buying Base or Intrigue that night. So, in my opinion, by hosting a tournament, you very much are promoting the game.