Background information about branding Greenland

When, on February 12th 2004, the Greenlandic Government passed a resolution concerning a new structure for trade promotion, a work group was also established to work on designing an international branding strategy. The group was to prepare marketing and branding strategies for Greenland, aimed at strengthening the country’s international trade promotion efforts. To clarify this task, a marketing survey of foreign markets has been prepared, which has identified that the potential market is to be found amongst the more well-off target groups and that the products that are to brand Greenland abroad should be exclusive and up-scale.

The organisation
An organisation plan has been chosen to ensure the project has a structure that will retain integrity, even if persons taking part in the project are replaced. The day-to-day management, decision making and initiative taking are undertaken by the “steering group”. The Foreign Office leads this group on behalf of the Minister for Finances and Foreign Affairs. The group consists of a staff member from the Information Office and company representatives who are authorized to make decisions in connection with branding.

An advisory board, the Expo Board, has been formed to establish the overall framework for the branding process. This board consists of managing directors for the involved companies and the director of the Department of Industry under the leadership of the Foreign Office on behalf of the Minister for Finances and Foreign Affairs.

Logo
The logo symbolises the wonderful light that is typical of Greenland. It could be the Northern Lights or the incredibly bright cloud formations that occur with changes in weather.

The logo was chosen because it reflects an exclusivity which matches the markets that have been identified as possible target groups for Greenland. The typography was chosen for the same reason.

The logo was designed by the Nørgaard Mikkelsen advertising agency that has many years of experience working in Greenland, in part as advertising agency for Greenland Tourism and Royal Greenland. The logo was the winner of a competition with competitors from both Greenland and abroad.

Future plans
A marketing plan will be approved for each year, so that there are guidelines and budgets for the group’s activities. Plans could include holding events abroad, production of marketing material and other marketing efforts.

In addition to the visual design, the steering group has also undertaken many other things. On the whole there have been many activities with regard to preparation of the joint effort, production of material and planning diverse events.

Work has also been carried out on information for the press, exhibition material, production and printing of a new, modern book about Greenland and the design of this home page.