Hanna Brogren´s presentation on World Public Relations Forum.

1. Hanna Brogren
Director of Communications
City of Stockholm

2. 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

3. The image of Barcelona
used to be…
”I am from Barcelona”

4. Barcelona today

5. London´s image used to
be…

6. London is changing
its image

7. ‘TheICT
‘Gateway to
Centre’
‘Venice of the North’ Sweden’
Beauty on water
Stockholm 2005
‘the biotech ‘Heart of the
centre’ ‘The Gateway to Baltic Sea Region’
Northern Europe’

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

9. World class in every
aspect…
• One consistent message
get a greater effect
• The question was then –
WHAT to say?

10. 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

11. Scandinavian Tourist Board In North America
represents
Sweden, Norway, Denmark, Finland and Iceland

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

14. 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

15. Our proposition is simple:
Scandinavia is one of Europe’s Stockholm meets all the criteria
most interesting places, mostly expected of a city that calls itself
associated with positive traits. the Capital of Scandinavia.

17. 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

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

19. • 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

20. • 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

21. • Scandinavias geographical
center
• A natural meeting place
• Most world leading academical
institutions i Scandinavia

22. • World class mobile and wire
less communication
• International airports in the
region
• Local public transportation
system ranked top ten in
Europe

23. • 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

24. logo
6 juni – 19 juni
2010-06-17 SIDAN 24

26. Thank you!