This article reflects on the “marketing of nostalgia” and presents a theoretical reference of the main concepts of this marketing strategy. The result is an exhaustive bibliographical revision carried out using a variety of different sources of information, such as bibliographic databases, electronic books and magazines, institutional repositories, and blogs. A proposal of marketing of nostalgia is put forward to promote the ser­vices and products of the Photographic Archive of the Pilot Public Library of Medellín for Latin America, as develops its collections with a focus on heritage, conservation and preser­vation. We conclude that a marketing of nostalgia strategy would appropriately disseminate the products and services of this type of information, as photographs are of great im­portance to people’s lives and reflect significant instants and moments, which can bring up feelings of nostalgia.