This research, which methodology uses a qualitative approach due to the type
and objective of the research as a bibliographic and exploratory study, sought to
verify the contribution of Marketing Communication tools to promote cities and their
EPU (acronym in Portuguese for “Urban Public Spaces”), putting together
marketing, communication, public relations and advertising to dialogue. Highlighting
the variable communication of the marketing mix, some tools were explored on the
perspective of the study context and the theories of marketing and tourism
marketing. The theoretical approach highlighted the relevance of the brand of the
city, the opportunities and challenges in marketing communication and its EPU as
speeches for historical and social memory.
The presentation and analysis of the marketing communication tools, in the
contexto of promoting cities and their EPU, show that some of these tools – such as
Youtube, Twitter and Facebook – appear more often on cities’ official websites
while others seldom show up, nor they appear at all. This indicator distinguishes the
recognition of the contribution of marketing communication tools in order to
promote a city itself as it also reveals a predominant use of the web 2.0 and web
3.0.
Far from closing the theme, this approach aims to point out topics for
forthcoming investigations, giving away clues and suggestions that can be pursued
by other researchers.