The European Capital of Culture title is considered a valuable brand for the hosting cities, therefore, its wide promotion is a significant element of the planning and preparatory years. The theme of promotion around the ECOC event is studied from multiple angels; starting with the so-called traditional tools and methods which have been present since the beginning of the initiative, followed by the more in-depth analysis of the web-phenomena surrounding the ECOC projects. Furthermore, the advancement of on-line technologies has had a strong effect on the publicity of these projects;...