Building a creative city brand through an international mega-event : Case: Helsinki World Design Capital 2012

In order to grow, cities are increasingly competing for attention, jobs, investments, visitors, residents and significant events. Cities need to come up with creative solutions to keep up with the competition; they ought to become creative cities. Attracting talented and diverse inhabitants is a key factor in developing a creative city, which on is characterized by openness, tolerance, vibrancy and diversity. Along the need for renewed city images city brand building has become popular. Helsinki is the World Design Capital 2012 (WDC 2012) and this mega-event presents a meaningful opportunity for the city to broadcast itself globally. The purpose of this study is to evaluate how Helsinki brands itself as a creative city through an international mega-event. The sub-aims are to: 1) Map the factors behind the creative city and their relation to the city of Helsinki, 2) Describe the city branding process, 3) Evaluate the role of the Helsinki World Design Capital 2012 mega-event in Helsinki’s creative city brand building. First, the theory discusses the concept of the creative city that has gained growing attention during the past decade. Then, the city branding process is described and the benefits of hosting a mega-event are presented. Finally, co-branding a city and a mega-event in order to generate maximum benefit from the mega-event, is reviewed. This is a qualitative research for which data was collected through three face-to-face interviews, the World Design Capital 2012 bid, Helsinki’s economic development strategy, a consulting firm’s research report on the case city and web-pages. The research reveals that Helsinki has shown interest in the creative city discussion. The terminology around the concept is however approached carefully. Helsinki fits many of the creative city characteristics and recognizes its flaws for which improvement strategies have been planned. Bottlenecks keeping the city from promoting a more open mind were mainly revealed in its organizational structures. Helsinki has no official brand strategy; nonetheless pressure to develop one is present. The World Design Capital 2012 mega-event is seen as a meaningful stepping board to strengthen Helsinki’s identity and image, and start thinking about a city brand. The brand strategies of the mega-event support the values and virtues of the city itself, which enables benefits of co-branding introduces in the theory part. Helsinki has no official brand and doesn’t call itself a creative city, however this study shows signs of the city taking steps towards building a creative city brand with the help of the Helsinki World Design Capital 2012 mega-event.

Content marketing and the significance of corporate branding

Tämän tutkielman tavoite on tutkia vahvan brandin merkitystä ja syitä, miksi yritykset käyttävät sisältömarkkinointia brandin rakentamisessa, sekä selvittää mitkä ovat yritysten sisältömarkkinointi-investointien tavoitteet, odotetut seuraukset ja koetut hyödyt ja tulokset. Teoriaosassa esitetään empiriaosaa varten tarvittava akateeminen taustatutkimustieto. Empiria on toteutettu puoli-struktroiduilla kahdenkeskisillä puhelinhaastatteuilla. Haastateltavina ovat työn toimeksiantajan Calcus Kustannus Oy:n viisi asiakasta. Näiden yritysten liikevaihto vaihtelee 23-75M€ välillä, ja yritykset toimivat pääosin suomen B2B yritysmarkkinoilla. Haastateltavat henkilöt ovat yrityksissä vastuussa markkinointipäätöksistä. Tulokset osoittavat, että vahvalla brandilla on erittäin suuri merkitys yrityksen kasvun ja menestyksen kannalta, ja että yritykset käyttävät sisältömarkkinointia brandin rakentamisessa, koska se kasvattaa brandipääomaa tehokkaasti. Sisältömarkkinoinnilla yritykset pyrkivät kasvttamaan heidän asiakkaidensa branditietoisuutta ja brandiuskollisuutta, sekä brandinsa uskottavuutta jakamalla aidosti kiinnostavaa ja lisäarvoa tuottavaa sisältöä. Lisäksi yrityksen asiantuntija-, sekä mielipidejohtajaroolin vahvistaminen koettiin erittäin tärkeäksi. Sisältömarkkinoinnin koetaan olevan brandin rakentamisessa tehokkaampaa kuin traditionaalinen markkinointi, minkä vuoksi yritykset tulevat kasvattamaan sen osuutta markkinointisuunnitelmissaan tulevaisuudessa.

Let's do data research work: the creation of a portal with research information from Catalan Universities

Presentation at Open Repositories 2014, Helsinki, Finland, June 9-13, 2014

Developing novel one-step processes for obtaining food-grade O/W emulsions from pressurized fluid extracts: processes description, state of the art and perspectives

Abstract In this work, a novel on-line process for production of food-grade emulsions containing oily extracts, i.e. oil-in-water (O/W) emulsions, in only one step is presented. This process has been called ESFE, Emulsions from Supercritical Fluid Extraction. With this process, emulsions containing supercritical fluid extracts can be obtained directly from plant materials. The aim in the conception of this process is to propose a new rapid way to obtain emulsions from supercritical fluid extracts. Nowadays the conventional emulsion formulation method is a two-step procedure, i.e. first supercritical fluid extraction for obtaining an extract; secondly emulsion formulation using another device. Other variation of the process was tested and successfully validated originating a new acronymed process: EPFE (Emulsions from Pressurized Fluid Extractions). Both processes exploit the supercritical CO2-essential oils miscibility, in addition, EPFE process exploits the emulsification properties of saponin-rich pressurized aqueous plant extracts. The feasibility of this latter process was demonstrated using Pfaffia glomerata roots as source of saponin-rich extract, water as extracting solvent and clove essential oil, directly extracted using supercritical CO2, as a model dispersed phase. In addition, examples of pressurized fluid-based coupled processes applied for adding value to food bioactive compounds developed in the past five years are reviewed.

Science and the values of popular movements

First an overall view is provided of Lacey’s ideas concerning science in its relation with the values of popular movements, and of the World Social Forum. Then, as an exercise in the building of conceptual bridges betweeen philosophical and political discourses about science, an analysis is provided of a speech delivered by Brazil’s new minister for science and technology in the occasion of his taking office.

The Welland Canals Foundation, Honourable William Hamilton Merritt and the St. Catharines Historical Society and Museum, 1971-1990, n.d.

‘The Father of Canadian Transportation’ is a term commonly associated with William Hamilton Merritt. Although he is most known for being one of the driving forces behind the building of the first Welland Canal, he was many things throughout his life; a soldier, merchant, promoter, entrepreneur and politician to name a few. Born on July 3, 1793 at Bedford, Westchester County, N.Y. to Thomas Merritt and Mary Hamilton, Merritt’s family relocated to Canada shortly after in 1796. The move came after Merritt’s father petitioned John Graves Simcoe for land in Upper Canada after serving under him in the Queen’s Rangers during the American Revolution. The family quickly settled into their life at Twelve Mile Creek in St. Catharines. Merritt’s father became sheriff of Lincoln County in 1803 while Merritt began his education in mathematics and surveying. After some brief travel and further education Merritt returned to Lincoln County, in 1809 to help farm his father’s land and open a general store. While a farmer and merchant, Merritt turned his attention to military endeavours. A short time after being commissioned as a Lieutenant in the Lincoln militia, the War of 1812 broke out. Fulfilling his duty, Merritt fought in the Battle of Queenston Heights in October of 1812, and numerous small battles until the Battle of Lundy’s Lane in July 1814. It was here that Merritt was captured and held in Cheshire, Massachusetts until the war ended. Arriving back in the St. Catharines area upon his release, Merritt returned to being a merchant, as well as becoming a surveyor and mill owner. Some historians hypothesize that the need to draw water to his mill was how the idea of the Welland Canals was born. Beginning with a plan to connect the Welland River with the Twelve mile creek quickly developed into a connection between the Lakes Erie and Ontario. Its main purpose was to improve the St. Lawrence transportation system and provide a convenient way to transport goods without having to go through the Niagara Falls portage. The plan was set in motion in 1818, but most living in Queenston and Niagara were not happy with it as it would drive business away from them. Along with the opposition came financial and political restraints. Despite these factors Merritt pushed on and the Welland Canal Company was chartered by the Upper Canadian Assembly on January 19, 1824. The first sod was turned on November 30, 1824 almost a year after the initial chartering. Many difficulties arose during the building of the canal including financial, physical, and geographic restrictions. Despite the difficulties two schooners passed through the canal on November 30, 1829. Throughout the next four years continual work was done on the canal as it expended and was modified to better accommodate large ships. After his canal was underway Merritt took a more active role in the political arena, where he served in various positions throughout Upper Canada. In 1851, Merritt withdrew from the Executive Council for numerous reasons, one of which being that pubic interest had diverted from the canals to railways. Merritt tried his hand at other public works outside transportation and trade. He looked into building a lunatic asylum, worked on behalf of War of 1812 veterans, aided in building Brock’s monument, established schools, aided refugee slaves from the U.S. and tried to establish a National Archives among many other feats. He was described by some as having “policy too liberal – conceptions too vast – views too comprehensive to be comprehensible by all”, but he still made a great difference in the society in which he lived. After his great contributions, Merritt died aboard a ship in the Cornwall canal on July 5, 1862. Dictionary of Canadian Biography Online http://www.biographi.ca/EN/ShowBio.asp?BioId=38719 retrieved October 2006 Today numerous groups carry on the legacy of Merritt and the canals both in the past and present. One such group is the Welland Canals Foundation. They describe themselves as: “. . . a volunteer organization which strives to promote the importance of the present and past Welland Canals, and to preserve their history and heritage. The Foundation began in 1980 and carries on events like William Hamilton Merritt Day. The group has strongly supported the Welland Canals Parkway initiative and numerous other activities”. The Welland Canals Foundation does not work alone. They have help from other local groups such as the St. Catharines Historical Society. The Society’s main objective is to increase knowledge and appreciation of the historical aspects of St. Catharines and vicinity, such as the Welland Canals. http://www.niagara.com/~dmdorey/hssc/dec2000.html - retrieved Oct. 2006 http://www.niagara.com/~dmdorey/hssc/feb2000.html - retrieved Oct. 2006

Lounge area of the old Student Union, Chapman College, Orange, California

Lounge area of the old Student Union, Chapman College, Orange, California. Originally the manual arts building and bus repair garage for Orange Union High School. Building annex additions through 1975 increased the size to 19,680 sq. ft. Used as a student union by Chapman College. In 1996 the building became the Cecil B. DeMille Hall, housing the Film and TV department.

Lounge area of the old Student Union, Chapman College, Orange, California

Lounge area of the old Student Union, Chapman College, Orange, California. Originally the manual arts building and bus repair garage for Orange Union High School. Building annex additions through 1975 increased the size to 19,680 sq. ft. Used as a student union by Chapman College. In 1996 the building became the Cecil B. DeMille Hall, housing the Film and TV department.

Outside the old student union, Chapman College, Orange, California

Old Student Union, Chapman College, Orange, California. Originally the manual arts building and bus repair garage for Orange Union High School. Building annex additions through 1975 increased the size to 19,680 sq. ft. Used as a student union by Chapman College. In 1996 the building became the Cecil B. DeMille Hall, housing the Film and TV department.

Snack bar inside the old Student Union, Chapman College, Orange, California

Snack bar inside the old Student Union, Chapman College, Orange, California in the 1970s. Originally the manual arts building and bus repair garage for Orange Union High School. Building annex additions through 1975 increased the size to 19,680 sq. ft. Used as a student union by Chapman College. In 1996 the building became the Cecil B. DeMille Hall, housing the Film and TV department.

Patio area of the old Student Union, Chapman College, Orange, California

Patio area of the old Student Union, Chapman College, Orange, California. Originally the manual arts building and bus repair garage for Orange Union High School. Building annex additions through 1975 increased the size to 19,680 sq. ft. Used as a student union by Chapman College. In 1996 the building became the Cecil B. DeMille Hall, housing the Film and TV department.

Hungrey Panther entrance at the old Student Union, Chapman College, Orange, California

Hungrey Panther entrance at the old Student Union, Chapman College, Orange, California. Originally the manual arts building and bus repair garage for Orange Union High School. Building annex additions through 1975 increased the size to 19,680 sq. ft. Used as a student union by Chapman College. In 1996 the building became the Cecil B. DeMille Hall, housing the Film and TV department.

Renovating the old Student Union patio, Chapman College, Orange, California

Renovating the old Student Union patio, Chapman College, Orange, California, 1973. The Australian tea trees were moved from the music building site. Originally the manual arts building and bus repair garage for Orange Union High School. Building annex additions through 1975 increased the size to 19,680 sq. ft. Used as a student union by Chapman College. In 1996 the building became the Cecil B. DeMille Hall, housing the Film and TV department.

Renovating the old Student Union patio, Chapman College, Orange, California, 1973

Renovating the old Student Union patio, Chapman College, Orange, California, 1973. The Australian tea trees were moved from the music building site. Originally the manual arts building and bus repair garage for Orange Union High School. Building annex additions through 1975 increased the size to 19,680 sq. ft. Used as a student union by Chapman College. In 1996 the building became the Cecil B. DeMille Hall, housing the Film and TV department.

Sketches of the Battle Fields of Ontario from the War of 1812, July 15, 1876.

Accompanying caption from the Canadian Illustrated News, July 15, 1876: “We publish today a page of sketches consisting of the following battle fields in Ontario :--Lundy’s Lane where, without doubt, the hardest fought battle of 1812-15 took place, and in which more troops were engaged than in any other engagement of that war : the battle field of Stony Creek where the Canadians and Indians made a night attack on the Americans and achieved a victory over a greatly superior force and obliged the Americans to retreat back to the shelter of Old Fort George which was the scene of many engagements during the war. Beaver Dam battle field is just in the suburbs of the thriving village of Thorold, and the monument covers the remains of several soldiers whose bodies were unearthed during the building of the new Welland Canal at that place.”