Advertainment w komunikacji marketingowej marki miasta
Advertainment in Marketing Communication of City Brand

Summary/Abstract: The aim of the paper is pointing out the using unconventional and custom- ized tools in marketing communication of cities and regions. The particular focus is paid on advertainment, which is an advertisement in an entertainment form, not always directly connected to a product. Based on the literature review and qualitative research the paper presents the essence of this tool along with conditions of market implication in territorial marketing. There is a qualitative research designed with the use of a case study method. The research results include the positive examples of using advertain- ment in a marketing communication of a city. The fundamental part of the paper is the case study of Lublin that illustrates advertainment on the example program „The Places of Inspiration” in the branding strategy of the city

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