Arctic Image

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The Arctic Image project seals cooperation in the AV industry, regional marketing and travel industry in northern Finland and Norway. The project develops operating models to strategically make better use of the region’s and tourism’s visibility through AV production in marketing. Nordkalotten produces a lot of material that gets international distribution, e.g. through TV or film productions created in the region’s landscape. However, this has not been sufficiently exploited in the marketing of the region’s image. In the project, the region is marketed internationally with the aim of increasing the volume of regional AV production. Marketing is particularly targeted at markets that are interesting from the point of view of travel and regional marketing. In the project, a strategic partnership between the AV companies from the region is important so that the visibility of AV production can be utilised in the various phases of production — everything from planning to publishing. The project also aims to create cost-effective content-based marketing materials for the needs of the regional business community. Interest groups will also learn how to use product placement, marketing and digital distribution channels in marketing. The project increases knowledge of the AV industry’s product content in Nordkalotten. In recent years, the AV industry has been the subject of development work in Central Ostrobothnia and Kainuu. Both counties benefit significantly from participating in the cross-border cooperation already under way between the regions of Lapland and North Ostrobothnia in Finland and Northern Norway. In this way, Central Ostrobothnia and Kainuu can quickly start using already achieved results and operating models. Today (2015) there is no education in AV in North Norway or Northern Finland. The training programmes offered by Kainuu’s vocational institutes and kpedu would thus provide an opportunity to train skilled workers for the AV industry throughout Nordkalotten.

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