This paper discusses the importance of the branding process for tourist destinations and creating of a positive image of different destinations in the contemporary tourism. Each destination has a comparative advantage which can be used in marketing activities. Numerous destinations thanks to an original marketing campaign have achieved successful results and changed the user's perception. Thanks to the power of social networks, the campaigns may have a major success and reach a large number of users, who by creating additional content can take part in the further promotion of a destination. The paper analyses the branding potential of the town of Kaštela as a destination through the story about local lovers Miljenko and Dobrila. It is discussed whether the love element is a sufficiently distinctive segment when it comes to branding and promoting the destination. Therefore, a case study was carried out – an analysis of the content published by the destination on different social networks as well as scientific analysis of the media content about the destination and an interview with the national, regional and local tourist board. The conclusion is that the town of Kaštela intends to brand in its future activities the destination as the town of love, and the national tourist board recognises the motif of love as one of the promotion elements that can be incorporated within other motifs typical for a certain destination.