Hanna BrogrenDirector of CommunicationsCity of Stockholm

Why does Stockholm need a brand?

• Launched because the city and region need a strong brand

• We compete about visitors, investment and citizens with other city´s and regions

• We also compete about talent

The image of Barcelona used to be…

”I am from Barcelona”

Barcelona today

London´s image used to be…

London is changing its image

‘the biotech centre’

‘The ICT Centre’

‘Venice of the North’‘Gateway to

Sweden’

‘Heart of theBaltic Sea Region’‘The Gateway to

Northern Europe’

Stockholm 2005Beauty on water

Vision 2030

•Being a world class community for citizens, business and visitors by 2030

World class in every aspect…

• One consistent message get a greater effect

• The question was then –WHAT to say?

A modern definition of Scandinavia

• Sweden, Norway, Denmark, Finland and Iceland

• The term ”Nordic countries” is less known and have less positive connotations than Scandinavia

Scandinavian Tourist Board In North America represents

Sweden, Norway, Denmark, Finland and Iceland

Guidebooks include Sweden, Norway, Denmark, Finland and Iceland in Scandinavia

What is a Capital?

• A place for government• A place for business• A place with a blend of people• A place for events and culture• A place to meet

Our proposition is simple:

Scandinavia is one of Europe’s most interesting places, mostly associated with positive traits.

Stockholm meets all the criteria expected of a city that calls itselfthe Capital of Scandinavia.

Can we be so bold?

YES! – We dare say so

What is good for Stockholm is good for the whole region

It places Scandinavia on the world map

Three reasons why we claim that Stockholm is the Capital of Scandinavia

• Tradition of innovation• World class ICT -

Intelligent Community of the Year 2009

• Top ten world ranking for conventions

• 40 % of Scandinavia's business hotel nights

• The First European Green capital by the European Commission

• World leader in clean tech

• Hammarby Sjöstad – the worlds first sustainable city area

• Next step – Stockholm Royal Seaport

• Scandinavias geographical center

• A natural meeting place• Most world leading academical

institutions i Scandinavia

• World class mobile and wire less communication

• International airports in the region

• Local public transportation system ranked top ten in Europe

• The Nobel prize, Water prize, Polar music prize

• One of the worlds largest exporters of music

• Stockholms subway – the worlds longest art exhibition

• Long history of design• World class cuisine

2010-06-17 SIDAN 24

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6 juni – 19 juni

Thank you!