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FOCUS FINLAND / NEWS AND UPDATES COMPILED BY KATJA PANTZAR NEWS AND UPDATES The world's new design capital is Helsinki F ollowing a fierce competition among 46 cities in 27 countries, the Finnish capital has been appointed World Design Capital 2012. Design has been a key element in the ongoing development of the city of Helsinki; and Helsinki design includes many globally well-known Finnish brands such as Artek, iittala, marimekko, Nokia and kone. the airline Green skies role asmodern andwith the most eco-efahead ficient aircraft in Europe he Finnish national airline Finnair is focusing on being an ecoforerunner. As the carrier continues its EUR 2 billion fleet upgrade, its T will be assured. Finnair offers passengers a variety of tools for reducing their carbon footprint when flying. WWW.FINNAIR.COm WWW.WORLDDESIgNCAPITAL.COm WWW.WDC2012HELSINkI.FI redibility and crazy creativity. Not to mention conflictsolving. These assets could form the foundation for the distinguished group of Finns who are slated to develop the basis for the Finland country brand. The deadline for the task lies at the end of this year. Head of the brand delegation is Jorma Ollila, Chairman of the Board of Directors of Royal Dutch Shell plc and Nokia Corporation. One of the discussions addressing the image of Finland was held at the Pori Jazz festival in July 2009. Two key participants were Jorma OlC Branding Finland lila and former Finnish President, Nobel Peace Prize winner Martti Ahtisaari. "We could have more daring creativity than we have, but we do have reliability. A Finnish handshake is a promise that holds," Ollila pointed out. martti Ahtisaari emphasised the strength of the Finnish brand in international peace-making efforts. "It would be worthwhile to think about how this could translate into the civilian sector." President Ahtisaari also brought up the strongpoints of Finnish culture, and traditions of Nordic and Scandinavian values and equality. As challenges, the panelists considered the lack of national self-esteem and the need to develop personal openness and communication skills. "We do not shine when it comes to telling our own story. As a nation, we have had difficult points, but we have survived," Ollila said. The Finnish brand delegation is made up of prominent Finns representing i.e. culture, business, international advocacy and public relations. Finland is a survivor. This is a tremendous positive force. Jorma Ollila Chairman of the Board of Directors of Shell and Nokia You can trust a Finn's word. Honesty is an integral element in our brand. Martti Ahtisaari Nobel Peace Prize winner 2008 4 PHOTO : JUHA S INISALO Y / CC-B I ITO O: JO PHOT
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