Nordic Place Branding Report 2022

The Nordic Place Branding Report 2022 – Eight selected cases of place branding for economic developers, place leaders and marketers.

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The report explores 8 cases:

– The 90 Day Finn by Helsinki Partners

– Yes Milano by City of Milan

– Mission Footprint by Tourism in Skåne

– Film in Iceland by Visit Iceland and Business Iceland

– Helsinki Innovation Districts by City of Helsinki and  Forum Virium Helsinki

– Hej Hemby by Johanna Funck

– Future Library by Bjørvika Utvikling in Oslo City

– Estonia’s Digital Nomad Visa by EAS – Enterprise Estonia

In June we met at the Nordic Place Branding Conference 2022 hosted by the City of Helsingborg. After a digital session in 2020, and with the 2021 edition being postponed, 2022 appeared as a crucial moment for us to start drawing lessons from the Covid-19 pandemic and rethinking the role of our professions in a new emerging context.

Prior to this conference, Future Place Leadership had already established that place branding needed a new framework. Place branding should be more long-term oriented, place-focused, and integrated. Place branding needs to be about improving places for both economic and social aims, without harming the planet or future generations. We see that people – their needs, desires, habits, and experiences – are at the core of this process. 

The pandemic and the climate emergency have brought the question of what is essential for society to function, but also what we need or want as individuals. What matters to us? A number of trends have been set in motion which will impact place branding and place development: a movement for better life quality and life balance, and urge for connecting with one another and the world we live in, and a search for meaning.

In this report, we look at how people’s aspirations have changed during Covid-19, and how places have reacted to it. We asked a number of practitioners what changes in the aspirations of their target groups they have noticed in their own localities and areas of work,  how it affected their role, and what lessons they draw from it. In addition, discussions in Helsingborg enriched this content, and we share here an overview of the conversation that took place in June 2022. 

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The white paper is part of the output of the annual Nordic Place Branding Conference. Learn more and join us again in June 2023!

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Marcus Andersson

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