DESIGN AS A TOOL OF TERRITORIAL BRANDING (REGIONAL EXPERIENCE OF IMAGE ADVERTISING IN THE TOURISM SECTOR)

The article examines the visual components of the regional advertising strategy for promoting a territory as a brand. Based on the study of images of advertising in the Astrakhan region, the author identifies marketing techniques for popularizing a regional brand in the media space. Visual images are key means of influencing potential clients of travel agencies and companies involved in organizing travel and trips. It is emphasized that modern requirements for design as a tool for territorial branding lie in the plane of emotional impact on the target audience. Harmoniously and creatively designed image advertising of the Astrakhan region in the federal media space ensures the presence of the regional brand in the information space and attracts additional resources to the region. It is concluded that the design of image advertising of a territory is a key tool for promoting a region as a tourist destination and a driver of socio-economic development.