This entry discusses the role of integrated marketing communication (IMC) in place branding. Commercial producers have long seen the need to differentiate themselves from competitors; however, during the past three decades, branding and marketing-led strategies have come to play a more important role in place development, too. Place branding means the application of branding to places, that is, cities, towns, destinations, regions, and countries. Due to migration and urbanisation, it has become critical for places to attract people to visit, live, work, and feel at home. Branding a place is a strategic process; it extends to broader strategies and tactics than simply visual identity design, logos, and advertising campaigns. The call for a holistic image has contributed to the consideration of IMC. Using Lasswell's (1948) 5W model and Kliatchko's (2008) IMC pillars as the foundation, the chapter introduces a framework for the adoption of IMC in place branding where the elements are: Who (is responsible for branding in a place); (to) Whom (target groups); What (content); How (format); (in) Which Channel, and (with) What Effect.