Rovaniemi is the Official Hometown of Santa Claus, and Visit Rovaniemi the city’s Christmas brand guardian. Visit Rovaniemi keeps central throughout its operations the Christmas brand values: authenticity, giving and caring, surprise and innovation as well as constant presence. Read more about the Rovaniemi Christmas brand below.
What is the Rovaniemi Christmas brand?
A story that comes to life is what distinguishes Rovaniemi from other cities and makes us interesting to others. It is a summary of what we as a group believe and what we want to offer to the world. It is the basis on which we build a constantly more appealing perception of Rovaniemi.
Rovaniemi is a place where stories are alive and where more are created every day. Rovaniemi is the Official Hometown of Santa Claus, a city where arguably the world’s most famous person has chosen to live year round. It is easy to talk with local residents, history and everyday life are full of unique features and one can truly encounter Santa himself. Rovaniemi has a natural, playful, Lappish and creative feel. After visiting Rovaniemi one will be changed forever.
There are four core values which effectively describe what we mean by stories that come to life. These are Authenticity, Giving and Caring, Surprise and Innovation as well as Constant Presence.
By making use of these markers in planning and realising everyday activities, high-visibility events or communication we will help Rovaniemi achieve the reputation it deserves.
Core values, together with a Living Story, depict Rovaniemi’s unique characteristics, values and modes of action which are distinguished from the masses and are what we have to offer. They are used as internal markers, for example in considering what type of projects we should undertake and what kind of communication we want to implement. Basic values should be seen as an entirety which, when presented as a whole, describes our position as a City of Living Stories.
Authenticity means natural, unaffected and original. It also means reliable, honest and unreserved. In Rovaniemi it is mixed with the mystique and fantasy of childhood dreams.
Authenticity is forthright, clear and sincere. It also means standing behind your values – even when it is unpleasant. Authenticity means a strong tie to one’s own roots and history as well as openness for things to come.
Examples of Rovaniemi’s authenticity are:
Santa Claus receives visitors every single day of the year
A living and growing city at the junction of two large rivers and a central shopping area rich in Lappish tradition
Giving and Caring
Caring means looking after the wellbeing of everyone, big and small, young and old, acquaintances and guests. It means security, respect and consideration for everyone.
It means empathy and sharing, also for the underprivileged and fragile. Justice. Active participation and an effort to take care of each individual.
Examples of Rovaniemi’s giving and caring are:
Santa meets all guests year round at no cost
Lappish hospitality, acceptance of others and caring
Accessible exercise routes
UNICEF partner city in 2010 and ongoing collaboration that includes annual donations
Surprising and Creative
Creative means new ways of thinking. The ability to surprise. Seeing things from a new perspective. It means recognising new possibilities and solutions and believing in a better future. Not allowing yourself to be limited by established customs or opinions.
Surprise is seen in contrasts: A city in harmony with unspoilt nature. Wilderness unified with high technology and infrastructure. The fact that Rovaniemi is near and far at the same time. The warm spirit, mystique and magic of Christmas and Lapland combined with a modern city.
Examples of surprise and creativity in Rovaniemi are: