Lotta is the Director of Marketing & Analysis Department at Stockholm Business Region.
Country & Capital is a unique project where Stockholm and Sweden co-operate in research, strategy and marketing for mutual benefit.
This makes marketing the country and the capital more effective, as all communication about Stockholm and Sweden derives from this platform.
The reasons for its success lie in a common strategy that was established as the foundation for marketing and communication in both organisations. Two dedicated teams (one strategic and one operational) with representatives from both organisations lead the work forward. A yearly marketing plan leads the work forward for both organisations and activities are planned together. Everything from big ideas to press trips are included in the common plan.
All initiatives, governmental or regional are included in the yearly plan and a key focus lies in involving local partners are to involve and having a dialogue with them. Also, continuous research keeps the strategy updated and relevant and shall be part of the common investment.
Lotta together with Michael will talk about how to effectively manage and implement place branding with multiple stakeholders