New sales drive for Greenland abroad

The Greenland Government and four large companies join in efforts to promote Greenland, Greenlandic goods and tourism in a new, huge sales drive abroad. The official start takes place in England in April where press and business contacts are invited to a large arrangement about Greenland.

In 2004/2005 the Government of Greenland defined an export promotion strategy for Greenland and subsequently a panel was established to look at the possibility of branding Greenland abroad. In addition to official representatives, the panel consists of people responsible for marketing from Air Greenland, KNI, Royal Greenland and Greenland Tourism and Business Council.

”The aim of international branding is to ensure positive associations and expectations to Greenland abroad when the word “Greenland” comes up”, says Minister for Finances and Foreign Affairs, Josef Motzfeldt, and he continues:

”Branding Greenland is important to the national economy and important to manifest Greenland as an international partner. It is also an opportunity for government and business to join forces to shoulder a heavy burden for the benefit of other businesses in Greenland, for the entire market in Greenland and for the people of Greenland.”

Naturally, there is a beautiful logo at the spearhead of the new branding process. The logo reflects the wonderful, very unique light in Greenland.

”The cooperation between the state and the four companies has gone very well. There have previously been attempts at similar endeavours and it has been an advantage that the state has shepherded these processes, as it has provided a degree of neutrality and momentum. The companies can already see the advantage of working together and are convinced that joint efforts generate greater synergy”, explains Josef Motzfeldt.

Marketing Manager Lisbeth Laursenfrom Royal Greenland agrees:

”There is already one situation where the project has produced results. Royal Greenland held a presentation for the supermarket chain Marks & Spencer where they revealed plans for the coming branding campaign on the English market. Marks & Spencer had a very positive attitude towards the initiative and we convinced them that Greenland and products from Greenland are very special. Today, Royal Greenland sells prawns from Greenland to the chain, where they previously sold Canadian prawns. The branding project will certainly repay the country – with dividends.”

At the event in London on April 26th, the companies, together with the Greenland Government represented by Minister for Finances and Foreign Affairs, Josef Motzfeldt, will present the press and business contacts for the many products and experiences Greenland can offer.