This is an exploration of how an understanding of place, sense of place and belongingness is affected by place promotion. Case study research captures the unique experience of a town in Cornwall, part of a WHS and SSSI, geographically close to the tourist resort of St Ives,yet devalorised and with no appetite for regeneration or restoration. The approach to planning for place promotion demonstrates a balancing act between planned development and protection of the existing place image, identified as protective belonging.