The main target audience (target group) of interventions and individual actions implemented under the project belongs to a very wide group of recipients, which can be divided into 3 main categories. In the 1st category belong the direct beneficiaries and main beneficiaries of the project (Tourists and Visitors of the city), in order to activate their consumer mood and inform them about the possibilities and characteristics of the Open Trade Center. Category 2 which relates to the indirect beneficiaries and beneficiaries of the project, which includes a significant category of beneficiaries, which are the following: The residents of the area who will have to love the Open Trade Center and will make it part of their daily lives – The businesses of the wider region that we wish to apply the aesthetic standards of the Open Trade Center in order to aesthetically upgrade the wider area.The 3rd category, consists of the benefiting entrepreneurs and seeks to take an active role aiming mainly to continue and increase their support for the idea of the Open Trade Center. At the same time, beneficiaries are actors of the whole spectrum (groups, tourist operators, TABs, etc.) that can actively contribute to the exploitation of strategic synergies and to ensure complementarity of information and publicity actions, while at the same time they affect the content and how the policies will be implemented, on which the results of the project will be sought to have an increased impact. An important goal for the more effective success of communication messages is also the opinion leaders (opinion leaders), such as the representatives of the press and the media, who act as multipliers of messages and benefits arising from the promotion of the actions of the Act.An important factor of success in building a distinct communication identity is the unified communication discourse regarding messages, image and style. It must be clearly visible: Who says what, to whom, by what means, and by what result?