The article presents results of an analysis including cyber ethnography, discourse and critical discourse analyses as tools for revealing the ways in which the Strandzha brand is presented. The object of research is Strandzha, it is a unique region with a rich cultural, historical, and mythological heritage in Bulgaria. The hypothesis is that the Strandzha brand is multifaceted, heterogeneous, and evolving as a result of the interpretation of its historical, cultural, and mythological heritage, and this requires new approaches and techniques for its reconceptualization and promotion using digital tools, through the creation of partnerships and networks, and its positioning from the regional to the national level, and from there as a contribution to the creative industry in Bulgaria, the region, and Europe. Opportunities have been identified for using brand journalism, podcasts, and social networks to promote the brand through content creation with digital tools and artificial intelligence. Steps are proposed for developing a communication campaign to build and promote the Strandzha brand in Bulgarian media ecosystem and virtual environment through digital marketing and public relations. Opportunities for changing the paradigm when presenting the Strandzha brand in a communication campaign are described too.