The paper represents the results of ethnographical research focused on the policies of local authorities and attitudes of media and communities on topics related to protection and promotion of immovable heritage of local importance in Kavarna Municipality. Three case studies, concerning the remains of fortified settlements reveal the different approaches towards cultural heritage that is left aside of venues of high national interest and the potential of these little-known sites to gain recognition. Methodological approach included documentary and media analyses and ethnographic fieldwork.