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One of the basic elements of the analysis of this Paper, is the concept of City Brand-ing, that is the highlight of the possible characteristics of an area, through the creation of its name. City Branding is the main structure on which both, governments and the European Union strive in order to create landmarks for their visitors. A typical case study, in this Paper, is the URBACT program, a program which forms the European Territorial Cooperation Program that has the strengthening of the sustainable and inte-grated urban development of its cities of Europe. A key point for the Sustainable Development Strategy of the Municipality of Kala-maria, is the promotion of the place, as, through the use of marketing tools, developed by the respective governments, it is proposed to establish appropriate promotion strat-egies and choose the right marketing mix for the successful promotion of each area. However, the development of the marketing mix differs for each destination, while it depends mainly on the external environment and its mentality. A marketing plan can be characterized as effective, when it clearly defines the meaning of the tourism prod-uct, while at the same time, understanding the peculiarities of the tourism product by nature. A key factor, however, for the successful promotion of a destination, is the co-operation that must be possessed by bodies such as: local government, local commu-nity (including residents and businesses), government, public bodies and any organi-zation (private or public) can contribute to the successful promotion policy of the area. Finally, another factor, which plays a key role in the timely, valid and orderly Sustain-able Development Strategy, for each place, is an effective plan by the local govern-ment, which, among other things, should include axes that will stimulate the local economy, will be able to promote the place with different means and tools and should help, in the best way, in solving the problems of the local community, as well as the "decongestion" of issues that affect the Local community