The discussion stresses that the constant need for success felt by the local governments forces them to reach for the territorial marketing tools in seemingly uncharacteristic situations, resulting from the unforeseeable events. For instance, the promotion of the territorial entities uses such events as natural disasters, including floods or epidemics. Occasionally, a sufficient event to site promotion is a protest of the local community against the human’s interference in the landscape or a broadly understood natural environment. The smallest administrative entities could even turn the information included in the media broadcast that ridicule or discourage a place from visiting it, into a local product. The abovementioned examples should not encourage the local authorities to undertake promotion. However, as it turns out in practice, promotion in such cases is very effective. Local authorities often treat it as the only method of prompt liquidation of the unforeseeable event consequences and the economic stimulation of local markets.