The Legend of Village,

Rovaniemi in Finnish Lapland The Legend of Santa Claus

4 Moments that matter

 Tähän vielä toinen JP – kuva, jossa tapaaminen tms How did we get here?

 In 1950, Santa Claus on the Arctic Circle became known worldwide by Eleanor Roosevelt´s Unicef visit to

 1980’s: Christmas tourism boomed, e.g. Concorde 1984

 Official Homewtown of Santa Claus – trademark 2010 – 2011 in Asia

 In 2012, approx. 500 000 travellers visited Santa Claus at his office Santapark Santa´s home cavern Joulukka Secret place in the middle of deep forest Winter Highlights Winter higlights

 Meeting Santa Claus  Northern lights  Reindeer and husky safaris  Snowmobiling  Snow and ice constructions  Crossing the Arctic Circle  Dinner venues for all tastes  Ounasvaara ski resort  Ranua Wildlife Park  Events Some media picks Secrets of success

 Strong public - private partnership – Marketing – Strategic planning and development Marketing

 Visit Finland - Promotes Finland, Christmas one of the core contents

 Visit Rovaniemi – Promotes Rovaniemi, Brand owner Strategic planning and development

 City of Rovaniemi – Sets the strategic goals, co- finances

 LEO – finds the best experts

 Tourism companies - do the business and express their needs! Rovaniemi Brand Values

Giving & caring

Authenticity Santa Claus = Constant Living story presence

Surprising & creative Brand management

 Joint process 2010 –  Brand values  Brandbook – signed by all  Quality management  Annual Gala, best company reward Santa greeting Taiwan Welcome! Ms Sanna Tarssanen, LEO [email protected]

See more www.visitrovaniemi.fi [email protected]