This article reviews an unusual and subtle form of place promotion, that contained in the series of British post-war reconstruction plans produced up to c. 1952. These were not explicitly designed as place-promotional literature, and we suggest that they should be seen as subverse promotion of towns and cities, as well as vehicles for civic boosterism. Evidence of this is discussed with respect to the production of these plans, for example in the commissioning of eminent and expensive consultants; in the texts of plans; and in the often striking and colourful imagery used.