Place Marketing: Recommendations for implementation of Art and Culture promotion strategy in Rovaniemi municipality

The objective of the thesis is to investigate the new strategic direction towards the stronger cultural image of Rovaniemi. As a result of the research work, to create a list of recommendations in order to implement it into the new strategic direction of the Case City - Rovaniemi. The focus was kept on theoretical investigation of the Place Marketing concept, impact of cultural strategy on local economy, expertise of current key strategies (Tourism and Internalization) of Rovaniemi, and potential of the place towards creating a stronger cultural image. The empirical research was implemented to investigate how the creative sector and cultural potential are considered among local population and their forecasts regarding the future of art and culture of Rovaniemi. In order to provide the thesis research with the accurate facts the author of the thesis conducted interviews with art sector local representatives regarding art and culture current potential and challenges of the creative sector. The results of the research provide a confident future and solid potential to apply a cultural orientated strategy in Rovaniemi