Wykorzystanie wizerunku znanych osób w promocji miasta na przykładzie Jeleniej Góry
The application of celebrity endorsement in city promotion based on the example of Jelenia Góra

Summary/Abstract: The purpose of the paper is to illustrate the possibility of city promotion using a nonstandard form, i.e. celebrity endorsement. The introduction presents problems of territorial marketing and its influence on the development of territorial units. Next the author discussed a city tourist product and its promotion possibilities. Apart from the traditional promotion tools also non standard forms of city promotion were presented. The author also discussed the essence of activities related to celebrity endorsement as well as the examples of this promotion component application in Poland. The final part of the paper presents activities referring to celebrity endorsement based on the example of Jelenia Góra.

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