The article is devoted to the analysis of the role of advertising and public relations (PR) in promoting the image of a territory in the context of increasing global and interregional competition. The paper reveals the theoretical essence of the concepts of "territorial image" and "territorial branding", presents the structure of perception of the region by target audiences, including cognitive, emotional and behavioral components. Special attention is paid to the role of PR and advertising tools that form the information and communication environment of the region. It is shown that PR acts as a strategic basis for territorial branding, providing long-term reputational effects through managing the information field, interacting with local communities and creating event communications. The most effective advertising and PR tools are analyzed: event marketing, media relations, participation in international ratings, digital PR, territorial Internet platforms, as well as internal communications that form a local identity (place pride). In conclusion, it is proved that the promotion of the territorial image should be considered as a systematic management process, including strategic planning, interdepartmental coordination, digital transformation of communications and the participation of local communities. The effectiveness of territorial branding is determined by the synergy of advertising and PR, the professionalization of communication activities and the use of data to assess reputational effects.