Oslo Brand Alliance - 2016 Report

Page 1

Oslo Brand Management 20 16 Report







What we do


Funding partners


Measuring progress


Brand Insight


Brand Toolbox


Brand Projects


Brand Meetings


Experiments failed


2016 Results




Background Oslo is one of the most unknown cities in the world. Anyone trying to get international attention for Oslo faces a tough challenge, as nobody chooses a city by coincidence, whether for investment purposes, employment, study, startups or travel. All in all, Oslo lacks visibility, and a memorable position as a brand.

This invisibility, combined with a global trend of urbanization, where other cities compete actively to get recognized, was

Internationally – our whole region represents the Oslo brand.

the driving force behind developing a Brand Management Strategy for the Oslo region. The process was initiated by the City council in Oslo and the Oslo Region Alliance in 2014. In June 2015 the city government in Oslo and the board of the Oslo Region Alliance adopted the strategy unanimously. The strategy process has involved almost 1.000 people from private business and public sector, from culture, academia, and organizations. Unlike many brand strategies that focus entirely on an individual city, this strategy takes a regional approach. The Oslo Region is gradually becoming more integrated with respect to business structure, labour markets, housing markets, leisure and culture.


About the Oslo Brand Alliance

To implement the strategy, the Oslo Brand Alliance (OBA) was established in January 2016, not as a formal organization, but as collaboration between Oslo Business Region, VisitOSLO and The Oslo Region alliance. These institutions have established mandates and resources central to the place brand management, and they already cooperate with many regional and national bodies and organisations concerned with marketing of Oslo and Norway worldwide.

The Oslo Region alliance is a collaborative, political membership organisation, the goal of which is to strengthen the Oslo region Oslo Business Region as works to raise the number of startups with international potential, combining startup support services with international profiling and regional business development. Oslo Business Region is a limited company fully owned by the

as a competitive and sustainable region in Europe. The Oslo Region alliance was established in 2005 and consists of 79 local authorities, including the City of Oslo, Akershus, Buskerud, Hedmark, Oppland and Ă˜stfold counties and the municipalities surrounding Oslo.

municipality of Oslo, and was established 2014.

VisitOSLO as is the official marketing organization for Oslo and the surrounding regions. VisitOSLO is a limited company with shareholders from the city's travel trade and commerce. The company is responsible for visitor services such as the official tourist information office Oslo Visitor Centre and the official website. www.visitoslo.com


This is what we do together The Oslo Brand Alliance orchestrates the broad collaboration needed between public and private organisations in the region, to get international recognition.

The Oslo Brand alliance implements the strategy thru:

Brand Insight Brand Toolbox Brand Projects Brand Meetings These efforts come in addition to all the three organizations having implemented the Oslo brand strategy into their core business. The three organizations have different roles in the Oslo Brand Alliance: Oslo Business Region and VisitOSLO have been in charge of brand insight, brand toolbox and brand projects. The Oslo Region alliance has worked with the municipalities and the counties in the region in order to get them to contribute financially. All three have been involved in brand meetings. Oslo Business Region has taken the lead in coordinating the parties, and in developing action plans and reporting.


Funding The municipality of Oslo, together with 15 municipalities in the region and one county authority funded the work of the Oslo Brand Alliance in 2016: • The municipality of Oslo (thru Oslo Business Region): 2 mill NOK • The municipality of Oslo (thru the Oslo Region alliance): 1,3 mill NOK • From municipalities and county authorities in the region (thru the Oslo Region alliance): 1,1 mill NOK • Total funding 2016: 4,4 mill The funding in the region is based on a fixed fee per inhabitant, NOK 1,-. Oslo, which is both a municipality and a region, pays a double fee per inhabitant.

Partners In 2016 the following municipalities and counties have contributed to the funding of Oslo Brand Alliance:

Oslo Akershus county Fredrikstad Vestby Lunner Holmestrand Tønsberg Hamar Løten Stange Hof Skedsmo Ski Asker Bærum Nes (Ak.) Ullensaker


Measuring progress Brand building is an ultra-marathon, and not a 100-meter dash. It takes time to become internationally visible and recognized. That said, it is important to measure progress in all the small steps taken. Our KPI’s are meant to provide an overview of the implementation of the strategy, and allow for timely evaluation and adjustment of the related activities. It is easy to think that key performance indicators for the Oslo Brand

The three KPI areas for Oslo

Alliance should be related to growth in numbers of international visitors,

Brand Alliance are:

investors, students and more. These are the wanted long time effects of branding. But key performance indicators as these are not directly related

1. Attention

to the work of Oslo Brand Alliance, they are covered within the core

Oslo is not yet well known by

business of VisitOSLO, Oslo Business Region and The Oslo Region alliance,

the world, and it’s imperative

as well as other organizations in the region.

for Oslo to increase its visibility. We measure the international

KPI’s for the Oslo Brand Alliance must indicate to what extent the perception of Oslo is changing in the strategically chosen direction. So, in this setting, it is more fruitful to talk about key perception indicators, to underline the place brand management approach we’ve chosen. Of course, these are still in effect key performance indicators when taking the managerial viewpoint.

attention Oslo gets in press and social media (digital footprint). 2. Image Is the image of Oslo changing in the right direction? We analyse international press coverage and progress in the yearly Oslo: State of the city benchmark analysis. 3. On brand actions and support We want to give Oslo attention and recognition on the international stage through an increasing number of on-brand activities involving more and more stakeholders. We conduct a stakeholder survey, a citizen survey, and we track the usage of the brand toolbox.

On the next pages, you will find our activities and projects to meet these KPIs described in detail.



Brand Insight Cities all over the world are competing for talent, visitors, investors and attention. We love Oslo, but how are we really doing in an international perspective? Beauty is in the eye of the beholder. That is why we ask the outside world how they perceive and experience Oslo. This insight shapes the priorities of the Oslo Brand Alliance’s projects. As no standard “Pisa survey” exists to evaluate Oslo, we have developed an attraction barometer for Oslo. The tailor made tool is developed by the Business of Cities Group Ltd London, and is reported yearly. The analysis is part of Oslo Business Region’s core mandates, and thus not funded thru Oslo Brand Alliance. Oslo: State of the city 2016 is the second edition of the world’s review of Oslo in international indexes. The report surveys more than 100 international indexes in order to identify Oslo’s current performance and reputation in 16 areas within four overarching themes; Business, Liveability, Hospitality, and Governance.

Oslo’s current international performance and perception spidergram (as of January 2016)* Oslo’s current international performance and perception spidergram (as of January 2016)* 2015 Performance 2015 Performance

Influence and status Influence and status Transparency and Transparency Reliability and Reliability Quality and integrity Quality and integrity

2015 Perception 2015 Perception

Business-friendliness Business-friendliness 10 10 9 9 8 8 7 76

2014 Performance 2014 Performance

Productivity Productivity Innovation Innovation


54 43

Competencies Competencies and knowledge and knowledge

32 21

Social Stability Social Stability


Leisure and recreation Leisure and recreation


Welcoming to foreignersto Welcoming foreigners

Personal Safety Personal Safety Sustainability and resilience Sustainability and resilience

Attractiveness to talent

Attractiveness to talent

Work -life balance Attractiveness to visitors Attractiveness

Work -life balance

to visitors

On May 9th the Oslo: State of the City report was launched at Sentralen. The short version: Oslo is a young, dynamic and compact city with lots of potential. The big challenge is being invisible, as Oslo is one of the world’s least known cities in the world with a strong reputation. Oslo has a large perception gap when it comes to culture; the qualities and actual offerings are under-communicated. When it comes to hospitality, we need to improve actual performance. Oslo has a moderate record in indexes of attraction to international workers. In terms of cultural vibrancy and diversity for expats, Oslo is not yet internationally recognised, and falls behind Stockholm and Copenhagen. Oslo’s economy far outperforms its size, and the perception of Oslo’s business friendliness is improving. The city also benefits from strong ICT maturity, and is gaining ground as an R&D and innovation hub. You can find the full report at www.oslobrandbox.no


Brand Toolbox Being a pioneer, Oslo has decided to skip a logo and a slogan for branding purposes. We believe actions speak louder than words, and that values are stronger than slogans. The Oslo Brand Filter captures the essence of the Oslo brand, and is a tool for all stakeholders in the Oslo region to participate on their own terms, but still strengthen the common brand.

Oslo Business Region has been responsible for developing the toolbox, and has together with VisitOSLO delivered the content. Design Container has developed the site. We will continue developing this toolbox in 2017, sharing best practice, and continue to build relevant content. In February 2017, a dedicated toolbox made for Kunnskap Oslo (The Oslo Knowledge Alliance) will be launched. This toolbox will be integrated with the existing toolbox, and will feature tools developed to market Oslo towards international students, scientists and knowledge workers. Statistics In the first 3 months, 720 people have used the toolbox, in 1.200 sessions. An average session lasts 1 min 54 sec.

The toolbox is available on all devices, the usage:

Desktop: 84.5  % Mobile: 13.5  % Tablet: 2  % Users come from different countries, some of them eager to see what Oslo is doing, others at work for promoting Oslo:

Norway: 55  % Russia: 13  % US: 7  % UK: 5.5  %


Brand Projects Oslo in the international limelight Brand projects are on-brand events and projects in the region with international potential. Oslo Brand Alliance contributes to increase the attention for Oslo internationally, beyond what the projects achieve themselves. When Oslo is in the international limelight – we try to amplify the effect.

Oslo Brand Alliance does not hold or take over the marketing responsibility for the individual projects; our efforts come on top of what the project does itself. We are there to strengthen existing assets, in accordance with the Brand Management Strategy. Oslo Brand Alliance does not fund external projects. We support projects by working with PR, social media and growth hack marketing techniques (to be a digital pioneer). Lessons learned from the projects are built into the toolbox. We always ask ourselves two questions when choosing projects to partner with: 1. Is it on-brand, or does it have the potential to become on-brand? 2. Is it internationally interesting? In 2016, Oslo Brand Alliance has worked on the following brand projects: • X Games Oslo • Future Library Oslo • Oslo Architecture Triennale • Oslo Innovation Week


X Games Oslo reaching 530 million young people worldwide The city of Oslo, ESPN (the leading sports network in the US), and TV2, brought X Games to Oslo on February 24th to 28th, 2016. This was the first time both summer and winter sports were contested internationally at the same X Games event, with disciplines including snowboard and ski big air, snowboard and ski superpipe and skateboard street. X Games Oslo also showcased world-class music performances, with Norwegian Alan Walker being one of the highlights.


On-brand X Games Oslo was considered to be on-brand by using the city as a whole, with events in various locations – showcasing the short distance between city and nature. Other sports events often show only the natural scenery – missing out on Oslo’s urban qualities, as a compact city. The X Games were also considered to be on-brand by expressing Oslo’s values: • Pioneering, by renewing winter sports. • Enriching, by being entertaining and attracting young target groups. • Real, by showing true passion for sports and dedicated, hard-working talents. Digital pioneers Oslo’s international branding strategy is clear on the need for being a digital pioneer. With small budgets compared to London, New York and Stockholm, Oslo must get attention in new ways. X Games delivered by focusing on young athletes who use social media to reach large audiences, as they in today’s media landscape, are «broadcasters» in their own right. All in all, X Games Oslo was considered a good choice for branding Oslo as a young, pioneering city. Oslo Brand Alliance contributed on the project with the following: VisitOSLO and Oslo Business Region worked with the X Games Oslo organisers to help maximize the international exposure of Oslo utilizing the athletes´ own social media channel, in addition to 21 hours of live, international coverage on networks ESPN and ABC. Our contributions: • Social media communication, in close cooperation with ESPN social media team and the athletes. • The Oslo Visitor Centre was the official «Welcome Center» during X Games, with accreditation for more than 2,000 people during the event. All athletes and their crew, sponsors, press representatives etc. were all accredited at the visitor centre. ESPN also set up an office during the event, not only because of the central location in the city itself, but also for being close to the athletes and everybody involved in the event, who all stayed at hotels nearby. • VisitOSLO made the press program for the media representatives invited to the event. The program contained activities in between competition and also general tips on what to do and see awhile visiting the city. A total of 126 media representatives attended X Games Oslo. • Growth hacker marketing ideas • Citizen surveys The case is incorporated in the toolbox, emphasizing how to work with social media.

�I just wanted to thank you for your hospitality and generosity over the weekend. I've had an amazing time in Oslo, and really appreciate your hard work putting together such an interesting, engaging, and flexible program� – James Renhard (Mpora.com UK)



The X Games Oslo event was a tremendous success in social media with a global reach of 530 million. There was wide public support among Oslo residents, with 8 of 10 being positive to the arrangement (research conducted by TNS Gallup). X Games Oslo created great attention and interest compared with X Games Aspen. Despite being held for the first time, the Oslo games created more activity in social media than X Games Aspen.

31 1

ath from 17 countries,

followers on social media

95% of the athletes will recommend Oslo as destination to friends and family



international journalists and photographers

with more than 30 million



of Oslo inhabitants positive to Oslo hosting the games

73% 46%

think it was good international profiling of their home town (82% amongst people under 30 years)

thought X Games Oslo made them more proud of their city.


Future Library Oslo Art as catalyst for place branding A forest in Oslo is growing. In 100 years it will become an anthology of books. Scottish Katie Paterson is the artist behind this public artwork that will

Digital pioneers

unfold over 100 years. She has planted a thousand trees in Nordmarka,

Internationally renowned authors

which will supply paper for a special anthology of books to be printed in 100

have one thing in common: they

years' time. Between now and then, one writer every year will contribute with

have fans. People all over the

a text, with the writings held in trust, unpublished, until 2114.

world who follow their stars wherever they go. Not all of them

We do not know if people still inhabit our planet in year 2114. We do not

can come to Oslo for the handover

know if people still read books. What words will have died? Will libraries still

ceremonies. But we can make

exist? All we know, is that you and I will not be present to read the texts.

sure they are present to share the moment, thru digital media.

Each year, the chosen author comes to Oslo, to a manuscript handover ceremony in Nordmarka, and all that is revealed; is the title. The manuscripts

Oslo Brand Alliance contributed

will be held in trust in a specially designed room in the New Deichmanske

on the project with the following:

Public Library (opening in 2020).

Future Library has gained a lot of international media coverage on its

The first writer to contribute to Future Library in 2015 was the Canadian

own, we help sustain and broaden

author Margaret Atwood. British David Mitchell is the second writer to

the interest. Our contribution is

contribute to Future Library, in 2016.

also within social media:


• Adding Oslo to the project name:

Library. Books. The forest. Middle-aged and older authors. 100 years from now. Can this really be on brand for Oslo?

#futurelibraryoslo • Social media communication • Livestreaming

It sure holds the positive perspective of our vision; the best is yet to come. But does it live our values? • Pioneering: you bet. • Enriching: yes, enriching peoples’ lives both today and for a very long time. • Real? It can’t be much more real than this. The event is definitively future oriented and focusing on the young. It also demonstrates the short distance between nature (the forest) and our downtown library.


Attention for the next 100 years An art project does not need any brand strategy. But Oslo is very lucky to be the host, and we can get the world’s attention thru this art project. For the next 100 years.

18,6 million

Social media reach

7 3

thousand Viewers on Facebook live stream

58 Media articles

(53 of them internationally)


Oslo Architecture Triennale From trade to broad press Oslo Architecture Triennale (OAT) is the Nordic region’ s biggest architecture festival, and one of the world’ s most important arenas for dissemination and discussion of architectural and urban challenges. Through exhibitions, conferences, debates, competitions, publications and events in different formats and media, OAT seeks to challenge the field of architecture, engage the public and inspire local, Nordic and international debates around architecture and urbanism. In other words, good exponents of the Oslo values: pioneering, enriching and real. The topic of this triennale was also high on the world’s agenda: “After Belonging – A Triennale In Residence, On Residence, and the Ways We Stay in Transit”, seeking answers to the big questions of our time: Where is home? Where do we belong? Oslo Brand Alliance contributed on the projects with the following: OAT has previously succeeded in getting international media coverage, but mainly within trade press. Oslo Business Region and VisitOSLO worked with OAT to broaden the coverage, through the international press and social media: Press • Translated the themes of the Triennale to relevant, existing discussions and topics already covered by mainstream medias. • Defined ten relevant broad medias, and identified journalist covering the relevant discussions and topics for these medias. • Sent tailor-made invitations to the Triennale to these journalists. • Made detailed programs for key medias and journalist for their stay in Oslo. • The welcome desk at the Oslo Opera House was also assisted by VistOSLO. Social media • Identified speakers, artists, politicians, medias and journalist and other people attending the OAT Opening Weekend with a broad base of followers on Twitter and Facebook. • Tagged and in other ways tried to engage these with tailor-made Tweets and messages. • Kindly asked speakers and other OAT contributors to Tweet and post to Facebook before and during the exhibitions and events.

130 international journalists (up from 48 in 2013)

350 media articles

7 of 10 specially invited broad medias accepted

It was inevitable and necessary that an architecture Triennale in 2016, especially one located in a city – Oslo – currently being transformed by an unprecedented growth in population, tourism and immigration, would seek to address the urban conditions and architectural manifestations provoked by the refugee crisis, mass

98,2 million Social media reach

It was inevitable and necessary that an architecture Triennale in 2016, especially one located in a city – Oslo – currently being transformed by an unprecedented growth in population, tourism and immigration, would seek to address the urban conditions and architectural manifestations provoked by the refugee crisis, mass migration and the more transient way people live now. Wallpaper (Magazine)


Oslo Innovation Week Stepping up the buzz Oslo Innovation Week (OIW) is a one-week long conference held annually in Oslo since 2005, with innovation events all around the city - from seminars and talks, pitching contest and hackathons, to workshops, breakfast meetings and company crawls. Over 90 different organizers from the Oslo region, such as corporates, start-ups, accelerators and organizations, organize the events.

The organization Oslo Innovation Week is owned by the City of Oslo and Innovation Norway, and Oslo Business Region is project manager. This year (2016) more than 10.000 people came to Oslo to attend the 75 events all over the city, produced by 115 event organisers. 350 speakers entered the stage, and more than 100 journalists turned on their microphones. Is it on brand? If you Google «innovation conference», you will find that you can easily attend one every day for the rest of your life. Arranging an innovation tech conference does not automatically get you on brand. It does not automatically get you international recognition. For Oslo to stand out, we need to prove that we are pioneering, enriching and real. Here is how OIW gets on-brand: Pioneering All event organisers must live the pioneering value. This means: • Involve new talent on stage (we want people to think «I heard it for the first time at Oslo Innovation Week»). • Have 70% female keynotes. Dark suites and grey hair characterize too many innovation conferences. Innovation today has a much broader spectrum. Instead of taking part of the crowd debating that there are too few women in tech and in power, OIW puts kick-ass women on stage. Because they exist – if you bother to look. Restrictions like these enforce fresh thinking. Like the Oslo restaurant Maaemo, being awarded 3 Michelin stars, their menu restricted to Norwegian flavours. Enriching In the Oslo region, we do not have steep hierarchies. We are used to collaborate across positions and disciplines. Every voice can be heard. The Oslo Innovation Week is a “dugnad” itself. Of course the audience should be part of the collaboration! At most conferences, the audience is not really involved (besides the possibility to ask questions during a session). All events at OIW must involve the audience to a much greater extent. Because people attend conferences today not only to be inspired, they want to learn and to build their network. Real All events at OIW must showcase innovation in action. Too many conferences have inspirational talks about the future, or the contrary: worried talks about the future (what will we live of postoil?). Oslo is tired of talking. A lot of innovation is happening right now! Short distances between people and power The theme at OIW2016 - across all events - was powercouples. It started as an ambition to build bridges between established businesses and the startups, but the scope was widened for OIW. Innovation, particularly radical innovation, happens when connecting previously unconnected bodies of knowledge.


In Oslo, we are used to collaborate across titles, functions, interests and power. We can share this ability with the world. The vision is to make powercouples a tool for driving innovation at a global level. We want the world to see that Oslo is a unique innovation hub of international quality and the idea of powercouples is our key tool to bridge gaps and break down unnecessary borders between sectors, countries, industries and people. Oslo Brand Alliance contributed on the project with the following Oslo Brand Alliance’ main tasks related to OIW is to increase the number of international journalists, and to increase the buzz (in other words: the digital footprint). Regarding journalists To improve the international recognition of OIW, Oslo Brand Alliance invested in bringing more international journalists to the event. Oslo Business Region and VisitOSLO worked together with the Norwegian Ministry of foreign affairs and 16 of their local embassies, and Innovation Norway to make this happen. All OIW events were also asked to suggest journalists and medias to invite.

A powercouple consists of great minds of different disciplines, complementing each other in solving the world’s challenges. They’re not opponents. They will drive the future of innovation.


63 Accredited International Journalists

420% Increase of international journalists from last year

24 Nations registered

Key International Medias: The Financial Times (UK) El Mundo (Spain) El Pais (Spain) The Guardian (UK) TechCrunch (UK)


International media articles

Powercouples Generator Change your Facebook profile picture According to the Oslo Brand Management Strategy, Oslo must be a digital pioneer. We don’t have the marketing budgets of London, Stockholm or others. So we don’t do traditional, expensive marketing. Instead, we try to find growth hacking marketing ideas, using the power of social media. Bringing Powercouples on the world’s agenda, the Oslo Brand Alliance created an online powercouples generator. Famous power minds agreed to take part in the movement. The keynote speakers and all event organizers at OIW were invited. On OIW’s opening day, we invited people from all over the world to help us light the torch and unite differences in creating and sharing the world’s first innovation powercouples in the powercouple generator. Everyone could take their Facebook profile picture and powercouple themself with another great mind.

Bringing Powercouples on the world’s agenda, the Oslo Brand Alliance created an online powercouples generator. Famous power minds agreed to take part in the movement. The keynote speakers and all event organizers at OIW were invited. On OIW’s opening day, we invited people from all over the world to help us

38,6 million reach in social media (increase: 78%)


Brand Meetings All 3 organizations in the Oslo Brand Alliance attends meetings in the region, both public and private, to inspire and build knowledge about the Oslo brand. In addition, the Oslo Brand Alliance arrange networking brand meetings: • 9th of May 2016. Oslo: State of the city report launch. • 29th of September 2016. Launch of the brand toolbox at Oslo Urban Arena. Setting a new standard internationally The Oslo model - with the brand filter - is getting attention internationally amongst place branding specialists. Oslo Business Region was a speaker at an Oslo workshop at the CNP2016 (City Nation Place conference), and a keynote speaker at IPBA2016 (the Inaugural Place Branding Association).

Experiments Failed

One Hell of a Ride Oslo Idea: let ́s Gamify Korketrekkeren to put Oslo on the map as the tech-savvy city we have become. Korketrekkeren (direct translation: "The Corkscrew") is Oslo’s most popular toboggan run and a popular tourist destination. It is 2000 metres long, with an elevation drop of 255 metres. The tobogganing track runs between Frognerseteren and Midtstuen and is operated as a public venue by the municipality. Tobogganing in the area started in the 1880s, and the first major tournament was the FIL European Luge Championships 1937. The tobogganing hill hosted the inaugural FIL World Luge Championships 1955. We think it is time for the next generation to set its’ mark on Korketrekkeren. Oslo is a pioneering and young city, with a tech savvy population, and short distances between work and play. The idea is to gamify Korketrekkeren as the first in the world – because we believe people will love it, the technology is ready – and the world would notice Oslo. We launched the idea during X Games Oslo to test the response of people. On big screens at Big Air on Tøyen, people could watch a movie of One Hell of a Ride Oslo, and feel how a gamified Korketrekkeren will be like. On Facebook, more than 8.000 people have watched the video. The idea also includes partnering with the startup community in Oslo to build the gaming, and to partner with the inhabitants of Oslo thru crowdfunding. The idea is developed by the Oslo-based design agency Void. The failure The idea itself holds great potential for Oslo, but we did not allocate the right resources to make it fly. A project like this needs to be treated as a startup, and we need a dedicated person or team that can bring this idea to the market. We want to explore this idea further in 2017 thru Oslo Brand Alliance, and it needs to have a project manager to be executed



2016 Results 01

ATTENTION – Increase by 20% yearly As 2016 is Oslo Brand Alliance’ first year in action, the numbers for 2016 are established as base level. The ambition is to increase by 20% yearly. Media footprint - Base level Meltwater has conducted the media footprint for Oslo 2016 (online editorial media). The definition of the key figures:

Key figures


Numbers of articles

The number of articles in online media that have mentioned Oslo during the given period

Net Tonality Score

The tonality is indicated through the Net Tonality Score (NTS) that measure the percentage of positive articles subtracted by the percentage of negative articles. The measure is thus set on a scale from - 100% to + 100%. The tonality of an article is decided by an internal algorithm that measures the amount of, and thus the relationship between, positive, neutral and negative words.


The data is obtained using Meltwater's media intelligence platform which monitors and analyzes over 300 000 online sources.

Digital footprint - Base level Both VisitOSLO and Oslo Business Region measure the digital footprint for Oslo, from a travel/leisure/experience point of view, and a business/tech/ startup/innovation point of view.

Digital footprint Oslo 2016 VisitOSLO Oslo Business Region

Actions by own followers

Oslo content produced by others

Exposure of own content *

2 369 750

878 943

32 559 865

35 409

8 880

1 235 748

* actual reach, not potential

The outside in view of Oslo 2016

Oslo’s international benchmark performance

The Business of Cities

State of the city 2016

Other The 3rd edition of the international review of Oslo’s comparative performance in international indexes (Oslo: State of the City 2017) documents improved visibility for Oslo, despite increasing worldwide competition.

Media footprint Tonality Oslo has been mentioned in more negative than positive Tonality Oslo has been mentioned in more negative than positive articles. The Net Tonality Score is the percentage difference between the share of positive articles and the share of negative articles, thus making the Net Tonality Score -13,9% in this case. This comes from the positive (+13,8%) minus the negative (-27,7%).

articles. The Net Tonality Score is the percentage difference between the share of positive articles and the share of negative articles, thus making the Net Tonality


Score -13,9% in this case. This comes from the positive (+13,8%) minus the negative (-27,7%).

USA Top country The majority of the articles have


been published in the United States, Germany and Sweden.

Editorial mentions In 2016, Oslo has been mentioned in 429 556 editorial articles.

Global Heat Map 0k


10 k

15 k



IMAGE As Oslo gets increased international attention, is the image of Oslo changing in the right direction?

Oslo: State of the City to increase by 2% yearly within the perception of culture and hospitality. State of the City is a meta-analysis of 270 indexes and 10.000 data points (in the 2017 report), growing from 100 indexes in the 2016 report. Having a percentage increase as a KPI has shown not to be meaningful. But we monitor the development closely, as the outside view of Oslo shapes our brand strategy projects. The image of Oslo has grown in the right direction during 2016 within the perception of culture (=leisure and recreation) and hospitality (= attractiveness to visitors, talent, friendliness and welcoming to foreigners), shown in this graph from the 2017 report: 2016-17 Performance

2014 Performance

Influence and status

Business-friendliness 10 9

Transparency and Reliability


2016-17 Perception

Productivity Innovation

7 6 5

Quality and integrity

Competencies and knowledge

4 3 2 1 0

Social Stability

Leisure and recreation

Welcoming to foreigners

Personal Safety

Sustainability and resilience Attractiveness to talent

Work -life balance Attractiveness to visitors

Oslo is now performing more strongly in indexes that reflect perception of urban lifestyle, aesthetics and natural environment. Familiarity with some of its vibrant neighbourhoods are driving this increased visibility which means Oslo is included in more rankings of ‘cool’, ‘exciting’, and ‘high quality’ cities.


ON BRAND ACTIONS AND SUPPORT For 2016 we had an ambition of getting at least 2 county authorities and 20 municipalities to become brand partners and fund the work of Oslo Brand Alliance. By January 2017 we have surpassed this target by 1 municipality. Stakeholder survey The stakeholder survey was sent in February 2017 to 1.343 persons who have been involved in the strategy process and in later brand meetings. 158 people answered the survey.

Our targets are: • I know that Oslo has an international brand strategy: 80%. Result: 61% • Usage

of the brand toolbox: 40% log in. Result: 26%

We have not met our target yet on knowledge and usage of the Oslo brand strategy and toolbox, and we are increasing our efforts in 2017 (recruitment of Brand Manager)

Stakeholder survey The survey was sent in Norwegian, and is reported below in that manner.

Behovet for felles merkevarebygging

Kjennskap til den internasjonale

Undersøkelser viser at Oslo er en ukjent perle


i internasjonal sammenheng. For å få større

Oslo har en internasjonal profileringsstrategi som alle

oppmerksomhet og internasjonal anerkjennelse, er vi

bedrifter, kulturarrangører, reiseliv, organisasjoner og

avhengig av at flere selskaper, kommuner, organisasjoner

kommuner i regionen kan bruke for å synliggjøre Oslo

og enkeltpersoner ”synger samme sang” om Oslo. Er du

globalt. Visste du dette fra før?

enig i dette?




61% 37%



Nei, dette er første gang jeg hører om

Jeg vet ikke


Vet ikke


Kjennskap til Oslos merkevarefilter

Kjennskap til oslobrandbox

Oslo har valgt å ikke ha logo eller slagord. Vi tror at

Oslo har en verktøykasse som beskriver merkevaren

verdier er sterkere enn tomme slagord, og at handling

Oslo, og som har foto, filmer og tekster til fri bruk;

har større kraft enn ord. Sentralt i internasjonal

www.oslobrandbox.no Har du hørt om denne?

profilering av Oslo står derfor et merkevarefilter, som skal hjelpe alle prosjekter, arrangementer og kommunikasjon on-brand. Har du hørt om Oslos merkevarefilter?







Nei, dette er første gang jeg hører om


Husker ikke


Vet ikke


Bruk av oslobrandbox

Manglende bruk av oslobrandbox

Hvis hørt om: Har du eller noen i din organisasjon

Hvis hørt om, men ikke brukt: Hvorfor ikke?

benyttet seg av verktøykassen?

Jeg fant ikke innhold som passet for meg


Synes ikke den er relevant for meg

23% 19%



Ikke hatt tid



Vet ikke hvor jeg finner den

Vet ikke






Nei, dette er første gang jeg hører om


Kjennskap til Oslo Brand Alliance Oslo har en merkevareallianse som er ansvarlig for å implementere Oslos internasjonale profileringsstrategi (Oslo Brand Alliance). Selskapene i alliansen er VisitOSLO, Oslo Business Region og Osloregionen. Har du hørt om denne alliansen?




Respondenten deltok i strategi utvikling Nær tusen mennesker fra privat og offentlig virksomhet, fra kulturliv og organisasjoner deltok i utarbeidelsen av Oslos internasjonale profileringsstrategi. Var du involvert i dette (workshops, intervjuer, web undersøkelser)?





Husker ikke

Vet ikke


Privat næringsliv








Statlig virksomhet







Jeg jobber med profilering /markedsføring i det daglige: Ja




Citizen surveys We want to learn the possible effect brand projects have on citizens’ proudness. In other words: do the citizens agree that the projects we choose to support, portrait their city in a good way, internationally? In 2016, we measured the impact of X Games Oslo on the citizens of Oslo. TNS Gallup (now TNS Kantar) was responsible for the survey, and they asked the same set of questions before and after the event. 50% unassisted awareness Before the games, we asked: do you know of any big international sports events coming to Oslo this winter (also called unassisted awareness – we do not give people any help in answering). Half of the population was already aware:



Holmenkollenrennene 8%




VM ski

50 %



VM skiskyting

38 %

World Cup ski


X Games Oslo

93% assisted awareness We asked “which of the following international sports events do you know will take place/has taken place in Oslo?”. X Games Oslo had a very high awareness amongst all the inhabitants after the event, with 93% awareness. Amongst people above 60 years, this awareness was 89%. 81

VM Skiskyting


Holmenkollen Skifestival


X Games Oslo



Ungdoms OL (Lillehammer), half pipe i Oslo vinterpark

25 2

Vet ikke




1 2


Etter X Games Før X Games

The high levels of both the unassisted and the assisted awareness of X Games in Oslo tells us that it did not go on unnoticed. It was truly a part of the city and its inhabitants. 80% support for Oslo as host Despite massive negative media coverage (debates regarding lack of drug testing at the event), 80% of Oslo’s inhabitants supported Oslo as host for the X Games. Amongst those who had watched TV/stream, the support was 94%. The question asked: How positive or negative are you towards Oslo arranging the X Games?

37% Svært positiv (40%)

42% Ganske positiv (40%)

7% Ganske negativ (3%)

2% Svært negativ (1%)

(Before the event in brackets).

73% think X Games was a good international profiling of Oslo We asked: do you think an event like X Games has been good or bad profiling of Oslo internationally? 70% thought it was good international profiling of their city. And people below age 30 were even more positive: 84%. 46% also say X Games made them more proud of Oslo.



Accounting Economic overview 2016 The adaptation of the budget and accounting related to Oslo Brand Alliance lies within the responsibility of the formal bodies of Oslo Business Region and Oslo Region Alliance. The following overview of income and expenses is an overall presentation.





From city of Oslo via Oslo Business Region

2 000 000 NOK

2 000 000 NOK


From members of the Oslo Region Alliance

2 400 000 NOK

2 412 306 NOK

12 306 NOK

Total income:

4 400 000 NOK

4 412 306 NOK

12 306 NOK





500 000 NOK

800 000 NOK

300 000 NOK

Oslo brand toolbox

400 000 NOK

589 031 NOK

189 031 NOK

Strategic marketing projects

3 500 000 NOK

2 459 289 NOK

-1 040 711 NOK

Total expenses

4 400 000 NOK

3 848 320 NOK

-551 680


Unused funds The budget result for 2016 shows a surplus of NOK 563 986. These funds will be transferred to the budget for 2017.

Design and layout: Design Container.no

Photo credits: P. 04 Thomas Johannessen P. 05 Thomas Ekstrom P. 06 Thomas Ekstrom P. 07 Thomas Johannessen P. 08 Thomas Ekstrom P. 10 Thomas Zdrankowski P. 12 Frode Sandbech P. 14 Thomas Johannessen P. 22 Andreas L Storm Fausko P. 28 Future Library P. 34 Gorm K Gaare P. 36 Gorm K Gaare P. 37 Oslo Innovation Week P. 39 Oslo Innovation Week P. 40 Thomas Ekstrom P. 41 Thomas Ekstrom P. 42 Damian Heinisch P. 43 Patrick DA Silva SĂŚther P. 46 Oslo Urban Arena, nyebilder.no P. 52 Tord Baklund


Oslo Brand Alliance www.oslobrandbox.no