This chapter examines the rhetorical strategy of the place branding advertising communication. First the concept place branding is discussed. Then the Aristotelian rhetorical concepts of logos, ethos, pathos and kairos are introduced as the theoretical basis of the analysis. Next specific characteristics of place branding are discussed considering the identity-oriented theory on this field of research, following an analysis of the influence of such aspects on the strategic text constitution of place branding advertisement supported by selected examples. As a conclusion a new model of rhetorical strategy for the specific case of place branding communication is postulated. It takes into consideration i.a. the paramount role of kairos in the rhetorical design, the relatively low importance of logos as well as the essential contribution of the interdependence between the two elements ethos and pathos.