Specificity of Digital Technologies in Territorial Branding

The purpose of the article is to describe modern digital technologies used in territorial branding. Based on the case studies of St. Petersburg presented at the competition in the field of public relations development “Silver Archer - North-West” in 2023, frequently used and innovative digital technologies for positioning the territory are identified. Digital technologies can be actively used for internal and external audiences: both to promote tourist destinations, as an investor relations tool, and to form a strong brand for the internal public - residents of the territory. Features of modern branding - the development and prompt adaptation of new online formats, direct contact with target audiences, including the obligatory emotionality of the message - are applied to territory branding.