Hosting a major international event can be a huge benefit to your city – just look at the economic impact created by Taylor Swift’s Eras Tour. However, if you want to use an event to create a longer-lasting legacy, you have to be strategic, from the events that you attract through to the way you utilise it in your place marketing.

Iina Ojala, Head of PR and Marketing for the City of Tampere in Finland and one of the 2023 City Nation Place Awards Judges, explores how they built on being named hosts of the 2022 IIHG Ice Hockey World Championship to build civic pride and engage the community in their place marketing and branding.

 

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