In the era of digitization, the communication mode of city brand image undergoes profound changes. This paper explores the innovation and development of Changsha’s city brand image communication mode driven by digital technology by using case study, content analysis and questionnaire survey methods. The study establishes a differentiation strategy for Changsha’s city brand image through SWOT analysis, and builds a “digital Changsha” communication model with the help of experiential marketing and integrated communication. The study shows that the image of Changsha’s urban environment accounts for 44.67% of social media communication, of which 35.67% is related to tourist attractions, and 30% is related to the image of the city’s culture, which reflects Changsha’s advantageous communication content on digital platforms. Analysis of social media data shows that tweets with more than 1,000 likes for Changsha’s city image-related content accounted for 85.4% of the total, showing good communication effects. Satisfaction survey results further indicate that citizens are most satisfied with the digitallydriven Changsha city brand image communication in terms of memorization effect, with a score of 4.6 (out of 5). Digital technology provides Changsha city brand image communication with a new mode of diversified content, innovative form and three-dimensional channels, reflecting the synergistic effect of differentiation strategy, experiential marketing and integrated communication, which can be a reference for digital communication of brand image in other cities.