This article suggests a new approach to place branding and place marketing, applied to a case study – the Dão Wine region – and focused on People and Planet, rather than on consumer or customer-centric approaches, which have been used extensively in marketing. Methodology includes literature review, data collection, interviews, empathy maps and field observation in the region. Main findings show the relevance of an expanded perspective of People and Planet marketing mix applied to place brands and place marketing versus the traditional approach used in commercial brands.