A couple of years ago, the team of Helsinki Marketing underwent a complete transformation process aimed at changing the city brand, strategy and overall focus of their city marketing. With competition growing among destinations, Helsinki as a city needed to set themselves apart from other Nordic capitals with a rather understated strategy which encompasses all aspects of the city's economy and focuses on strengthening the brand equity of its exports, including talent, startups and of course tourism.

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Listen to the team from Helsinki Marketing share some insights on their overall approach to create a compelling digital brand through the many different strands that reflect it but also how this fits in with the wider government strategy to democratise data and remain a world leader as an innovative place to live, visit and work. We interviewed Tia Hallanoro (Marketing Communications Director), Vappu Mänty (Marketing Director) and Laura Aalto (CEO) at Helsinki Marketing to understand what this transformation meant for them and the organisation.