The Baltic Sea Region is a vibrant European market with 110 million consumers and a combined GDP of 400 billion Euros. The region is not yet well known on the global market as the marketing or branding of the region hasn’t been developed in a structured and systematic way.
Based on the permanent Baltic Metropoles Network (BaltMet, formed by 11 major cities in the Baltic Sea Region) and the Baltic Development Forum, the BaltMet Promo project aims to join forces in promoting the Baltic Sea Region on a global scale. The chosen fields for pilot cases are tourism, talent and foreign direct investments. Greater Helsinki is one of the ninen project partners and is especially focusing on the investment pilot.
Joining forces in investment promotion
The investment pilot aims at attracting international investment projects to BSR. The plan is to produce a joint Investment Guide that will highlight the strenghts of the area as an investment location. In addition to the Guide, training modules to be used in training the local investment promotion agencies and partners will be created. The Investment Guide will be used in two international investment fairs, in March 2011 at MIPIM in Cannes, France and in Hannover Messe, Germany, in 2011.
Joining forces in investment promotion is believed to improve the competitiveness of the region and strengthen the position of BSR in the international market by increasing the recognition of BSR as a preferred investment area.
The pilot is coordinated by Berlin Partner Gmbh. GHP’s investment expert in the project is director, operations Micah Gland.
First phase lasts until the end of 2011
The three pilot projects will be implemented as test runs for a lasting joint promotion. Based on the Tourism service packages will be developed to catch the attention of tourists from Japan. The creative sector will focus on Japanese film makers with special services and events. Business investors will be enticed to invest in the region with the aid of an Investor’s Guide and by participating in selected international fairs. On top of this, tourism agencies, creative sector and investment promotion organizations will be trained to understand and promote the area as a viable option. All this will be accompanied by a permanent policy dialogue among key opinion leaders and decision makers from the region.
After the first phase of the project, September 2009 – December 201, the goal is to continue with an extension phase with larger scale of pilots. The planning of the second phase starts already in fall 2010.
BaltMet Promo contributes to the EU strategy for the Baltic Sea Region by building a regional identity at the level of the wider region and by promoting trade and attracting more investments into the Baltic Sea Region.
For further information:
Micah Gland, director, operations
Ms Malla Paajanen and Ms Piia Nikula, Project coordination,
Aalto University School of Economics, Center for Markets in Transition (CEMAT),
Tel. +358 40 353 8358, e-mail: malla.paajanen@hse.fi, piia.nikula@hse.fi
Ms Riikka Lahdensuo, Lead Partner responsibilities
City of Helsinki, Department for International Relations,
Tel. +358 9 310 36044, e-mail: riikka.lahdensuo@hel.fi
