Finland Promotion Board, directing country branding work, appointed for a new term

Prime Minister Petteri Orpo has appointed the Finland Promotion Board, which directs Finland’s country branding work, for a term from 15 March 2024 to 31 December 2027.

“A recent international study shows that country branding accounts for about one quarter of tourism revenue, foreign investments and the outcome of talent attraction. In a challenging international environment, a strong country image is also important for our security. That is why I am very pleased that we have a new, highly competent board to work with in strengthening Finland’s country image,” says Mikko Koivumaa, Director General of Communications at the Ministry for Foreign Affairs and Chair of the Finland Promotion Board.

Country branding refers to advocacy and communications aimed at influencing international target groups’ knowledge and opinions and, ultimately, their decisions. Long-term and consistent country branding supports Finland’s political and economic success, increases our influence and protects us against external influence. Country branding plays a key role in attracting international talent, investments and tourists to Finland. It is also an important element of the Team Finland network, which supports the internationalisation and export promotion of Finnish companies.

Finland’s country branding work is a networking effort of public and private sector actors. The Unit for Public Diplomacy at the Ministry for Foreign Affairs serves as the Secretariat of the Finland Promotion Board. 

The Finland Promotion Board will issue a publication on how Finland is perceived abroad. To be published on the week starting on 8 April, the publication combines information from international studies and media monitoring with the expertise of Finnish missions abroad.

Finland Promotion Board 2024–2027:

• Chair: Mikko Koivumaa, Director General of Communications, Ministry for Foreign Affairs
• Vice-Chair: Matti Hirvola, Director of Communications, Ministry of Economic Affairs and Employment
• Vice-Chair: Päivi Paasikoski, Director of Government Communications, Prime Minister’s Office
• Secretary: Mika Kukkonen, Director, Ministry for Foreign Affairs

Members:

• Laura Aalto, Director of Communications, Aalto University, for the term 2024–2025
• Clarisse Berggårdh, CEO, Helsinki Partners
• Sanna Hellstedt, Director of External Communications and Media, Fiskars
• Johanna Jäkälä, Executive Director of Finland Promotion Services, Business Finland
• Liisa Kivelä, Communications Director, City of Helsinki, for the term 2024–2025
• Hanna Lämsä, Director, Finnish Cultural and Academic Institutes
• Rosa Meriläinen, Secretary General, Central Organization for Finnish Culture and Arts Associations (KULTA ry)
• Iina Ojala, Head of Public Relations and Marketing, City of Tampere, for the term 2024–2025
• Jaana Palojärvi, Director for International Affairs, Ministry of Education and Culture
• Mari Pantsar, Partner, Kari & Pantsar Co.
• Päivi Pohjanheimo, Director of International Affairs, Finland Chamber of Commerce
• Anu Rintala, Head of Brand, Finnair
• Lauri Sallantaus, PR Manager, Marimekko
• Timo Vuori, Director, Confederation of Finnish Industries EK