This paper presents the attitude of the Croatian Democratic Union city of Karlovac towards the cultural identity of the city based on its use in its election campaign at the local level during the 2020 parliamentary elections. The paper deals with how much and in what exact ways emphasize the cultural identity of the city, projects and more during the election campaign. The paper starts from the assumption that political action on the selected example of the city of Karlovac is based on managing the quality of the cultural identity of the city, which is shown by the analysis of the relationship between existing and publicly available Strategy, communication content on social networks and media texts of selected local media. The paper uses the method of quantitative analysis of the content of local newspapers, local Internet portals and social networks of key people from the environment of Karlovac politics and the party in order to determine the representation of content related to the cultural identity of the city of Karlovac. The aim of the paper is also to determine the extent to which the party exploits the cultural potential, projects and identity of the city for the purpose of self-promotion and presentation in the media and on social networks. The conclusion presents the results of the analysis and concludes on the basis of the same on the stated assumptions.