The congresses of scientists organized annually from 1839 to 1847 in Italy have been important events both scientifically and politically. Moreover, they have been important social chances for intellectuals from the Italian establishment to meet each other. In 1845 the 7th Congress took place in Naples. Scientists were encouraged to take part in it because of the celebrity of the city itself, famous for its archaeological and artistic heritage and for the pleasant life. This essay shows in which way the congress helped in promoting the city of Naples as a European top destination thanks to the presence of the scientists, transforming it in a sort of brand able to express many different meanings.