The Development of Subregional Brands:Talsinki KatriLiis Lepik HelsinkiTallinn Euregio

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The Development of Sub-regional
BrandsTalsinkiKatri-Liis LepikHelsinki-Tallinn
Euregio

• NORDIC FORUMRegional Branding An Asset in
  Times of Globalisation
• November 22, 2006
• Tallinn University, Tallinn Hall, Uus-Sadama 5,
  Tallinn

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Branding

• Joint regional identity in the BSR?
• The goal of cross-border cooperation in Europe is
  to integrate areas divided by national borders
  that face common problems requiring common
  solutions
• Urban regions and networks

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What is Talsinki after all?

• Talsinki (sometimes also Hellinna or Hellinn) as
  a colloquial name for the frequent, cheap and
  easy travel between Helsinki and Tallinn.
  "Talsinki" is often used to imply that the
  commercial centre of Tallinn has become "the
  Helsinkians' living room". (Wikipedia)
• Talsinki term by Jaan Kaplinski
• Finnish bridge concept (early 19th cent)
• Twin-state concept (1918)
• Today twin-region, twin-city, twin-university

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Helsinki-Tallinn Euregio

• Helsinki City
• Uusimaa Regional Council
• Tallinn City
• Estonian Republic represented by Harju County
  Government
• Union of Harju County Municipalities

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Mission of Euregio

• is to enhance balanced cross-border integration,
  and finally the creation of Uusimaa-Harjumaa
  twin-region. Euregio aims to become an active
  stakeholder to support and to promote
  inter-regional development and competitiveness
  based on complementary strengths and common
  creative cultural environment.

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Branding

• Talsinki versus Hellinn
• Why to create a brand for a region?
• We have to carefully consider
• who our target audience is
• what we want to market
• how we do it

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• Video Scandinavia by
• which is a London-based global trends
  intelligence unit that offers both global trends
  analysis, combined with strategic consultancy
  services.

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Ranking of the selection criteria for an
investment location

• Transport and logistics infrastructures
• Labour costs
• Potential productivity increase
• Telecommunication infrastructures
• Transparency and political, legal and regulatory
  environment
• Corporate taxation
• Local labour skills level (ErnstYoung, 2006)

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Øresund Region

• The Human Capital of Scandinavia
• The   mark represents the
  coming
• together of two separate but complementary
  areas. It is not about making these the same but
  about the balance between two different but
  mutually affected things. The shapes reflect the
  attitude and visual language of the region, part
  of the natural environment as well as figuring
  the local art and design.

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• Talsinki is still looking for its brand
• Helsinki-Tallinn Euregios role can only be
  increased and it developed stronger and bigger
• Thank you!
• Contact
• Katri-Liis Lepik
• E-mail lepik_at_euregio-heltal.org
• Homepage www.euregio-heltal.org