The Finnish creative economy is like that one friend who has all the makings of a star – world-class expertise, unique stories, and international appeal – but who still sits in the corner of a suburban pub. This is particularly evident in the regions, where potential awaits only bold action and determined development.
Creative Economy as a Growth Engine
When looking at Finnish regional development strategies, technology and industry shine at the forefront. Growth in Finland has long been pursued through such predictable means that experimenting with new approaches seems daunting. Finland’s creative economy GDP is lower than in other Nordic countries, leaving room for growth. AI and quantum computers will transform the content industry, and scalable content is at the center of future generations’ attention. So why is the content industry missing from so many regional strategies?
How to Get Started?
The journey to creative economy growth often begins with services – and that’s good. Audiovisual productions serve as effective catalysts for creative economy. A film production arriving in the region uses accommodation, transportation, and construction services while bringing new expertise. AV productions create immediate jobs, strengthen local services, and generate new investments. The impact of a single production can reach millions when considering both direct and indirect economic benefits.
However, a successful creative economy requires a comprehensive strategy. Each region should create its own creative economy growth agreement based on its strengths. Every region must find its superpower. It might be magical filming locations, digital infrastructure, or game developers. The key is to identify those unique pearls that others don’t have.
From service business, the goal is to gradually grow towards more sustainably wealthy IP development – creating and producing films, TV series, games, or music regionally. However, developing your own IP is like preparing for a marathon: you need to be ready. Shifting regional strategic focus to IP development isn’t advisable until substantive expertise, production maturity, and funding networks are at an adequate level.
Tampere has built its creative economy growth strategically and took a major leap this spring when a regional operator acquired a majority stake in an international media company’s Finnish subsidiary. Long-term work in developing business expertise, creating networks, and numerous lessons learned from productions brought the region its deserved growth jump.
Regional Visibility and Attractiveness
When starting service business, it’s worth investing in having the region’s strategic communication ready. Strategic marketing around film productions, for example, builds regional brand and attractiveness. Productions don’t even need to be fictionally set in the filming location – innovative marketing can utilize behind-the-scenes material to increase regional awareness. Professionals understanding both creative economy and marketing should be involved in productions from an early stage. Additionally, engaging an experienced ATL-Liaison service strengthens success possibilities if the region lacks expertise in managing high-level international relations in TV and film.
But remember this: marketing without a budget is like trying to win a Formula 1 race with a bicycle. It’s essential to allocate sufficient budget for marketing and plan its execution with professionals. Without strategic marketing, a significant production might be left unutilized in building regional attractiveness. So make noise about everything you do in the region!
Phenomena, Meaning, and Retention Power
Culture isn’t just some extra decoration on our everyday cake – it’s the glue that holds communities together. Beyond investments and visibility, culture strengthens tribal identity and brings meaning and joy to residents’ lives. Movie premieres or other experiential events organized in the region leave long-lasting memories. Strengthening regional identity brings meaningfulness to life and accelerates all cooperation in the region. Culture makes people root and flourish.
Towards Sustainable Growth
Success stories already dot Finland’s pearl necklace: International productions have been filmed in Lapland, Oulu, Tampere, Koli, and many other locations. But none of these pearls dropped from thin air – they’re the result of determined work.
The recipe for success is simple but not easy. Here are five tips for regional growth:
- Recognize your strengths and communicate them
- Build the foundation before castles in the air, focus on developing business expertise in creative economy
- Network like there’s no tomorrow. Engage in constructive and positive cooperation both within Finland and the Nordic countries
- Invest in expertise – it pays itself back – utilize through us the country’s best creative economy business leaders and their networks. Use experienced facilitators to support cooperation
- Build strong bridges when you build – create trust
