The “Timișoara 2023 Capital of Culture” Project created a significant cultural impact at both local and regional levels, driven by its scale, complexity, and institutional collaborations. From a communication perspective, this research examines the online visibility of Timișoara’s cultural institutions, including museums, theaters, opera, libraries, and universities. The study focuses on the communication strategies adopted by these institutions during the European Capital of Culture (ECoC) year, analyzing their media presence and engagement on social media platforms. It explores how cultural actors contributed to city branding and public perception. Using a diachronic media monitoring approach, the research evaluates content published by local media and institutional social media accounts between first quarter of 2022 and early 2024 to assess their impact on digital engagement and community interaction.