City Branding Cruise Helsinki-Stockholm-Tallinn Helsinki 24 October 10:00-11:45 local time

ONE BSR meeting for project partners Project Kick-off at the City hall Address: Katariinankatu 4

12:00

All cruise participants gather at the Helsinki Senate Square Address: Aleksanterinkatu 26

12:15-13:30

Lunch at Restaurant Sunn Adress: Aleksanterinkatu 26, II floor

13:45-14:45

Helsinki World Design Capital Excursion by tram Departure: Senate Square

14:45-15:30

Embarkation to the ferry (check-in, passport control) Address: Länsiterminaali (Western Harbour), Tyynenmerenkatu 8

16:00

Departure from Helsinki, Branding cruise starts

16:30-19:30

Plenary session: Joint appeal of the ONE BSR Location: Princess Anastasia ferry (Cimena Hall) Welcome speech Svetlana Zhurkina, Head of Department, Committee for External Relations of St. Petersburg Regional brand as a strategic tool for local people and administration Key note speaker: Thomas Gad, Senior Brand Advisor, Founder, BRANDFLIGHT Potential of forming unified brand of the Baltic Sea: joint strategy of promotion at the tourist market. Russian approach Sergey Korneev, Head of the Department on tourism and regional policy, Ministry of Culture, Russian Federation We did it! Successes of Baltic metropolises in joint BSR promotion Matti Ollinkari, Head of International Relations, City of Helsinki Global perspective: Cornerstones of successful place branding strategies Teemu Moilanen, Managing Director, Imagian Ltd

Coffee break Selected branding strategies of the BSR cities Promotion of tourist and investment potential of St. Petersburg Igor Deviatco, Head of Department of Investment Opportunities Development , Committee for Investment and Strategic Projects Attracting talents - case Stockholm Elisabet Bremberg and Helen Slättman, Senior economists, Executive office, City of Stockholm Attracting investments - case Hamburg Ewgeniy Narodetski, Project Director, Hamburg Business Development Corporation Comment of Anne Mathias, Director of Washington Research, Guggenheim Partners American bio researcher, previous investment consultant for privatization in Eastern Europe and a mom, who considers moving with her family to the region Moderator: Sergei Mitrofánov, Senior Brand Strategist, BRANDFLIGHT 20:00

Reception on behalf of St. Petersburg Government Location: Princess Anastasia ferry, Langouste restaurant Dress code: smart casual

Stockholm 25 October Back-to-back programme Visit Stockholm programme 09:00-09:30

Disembarkation from the ferry

09:30-9:45

Bus transportation to the Russia's Trade Representation in Sweden (bus 2) Address: Ringvägen 1, Lidingö

10:00-12:00

Welcome speech Alexander Katasov, the Russia's Trade Representative in Sweden The making of a brand – case Sweden, case Stockholm Address: Russian Trade Representation in Sweden, Ringvägen 1 Creating the image of Sweden abroad Åsa Bjering, Deputy Head of Baltic Sea Unit, Swedish Institute The development of the brand of Stockholm Eva Camél Fuglseth, Director of Leisure Travel & Tourist Services, Stockholm Visitors Board

12:00-12:20

Bus transportation to Fotografiska (bus2) Address: Stora Tullhuset, Stadsgårdshamnen 22

12:20-13:30

Lunch at Fotografiska

13:30-15:30

Free time

15:30

Meeting at the square opposite the Royale Palace ( Slottsbacken)

15:30-16:10

Bus transportation to the cruise, sightseeing “Stockholm the European Green Capital" on the way (bus 2)

16:15-16:45

Embarkation to the ferry Address: Frihamnen, Frihamnsgatan 21-23

ONE BSR Project meetings 8:00 local time

Arrival in Stockholm Address: Stockholm, Frihamnen, Frihamnsgatan 21-23

9:00-9:30

Disembarkation from the ferry

9:30-10:00

Bus transportation to the city Address: Ragnar Östbergs Plan 1, (bus1 for ONE BSR Project)

10:00-12:00

Individual WP working sessions at the Сity Hall

12:15-13:15

Lunch at Stadshuskällaren

13:30-15:45

Individual WP working sessions at the City Hall

16:00-16:30

Bus transportation to the cruise

16:30-16:45

Embarkation to the ferry Address: Frihamnen, Frihamnsgatan 21-23

BaltMet Meeting 08:00-10:00

BaltMet Meeting Location: Princess Anastasia ferry (Small Conference room ) After the meeting participants will join Visit Stockholm programme (bus2)

Branding cruise continues 17:30-19:30

Plenary session: Location: Princess Anastasia ferry (Cimena Hall) Comparative analysis of the Baltic metropolises: Does the image match with the product and vice versa? Key note speaker: Marcus Andersson, Partner, Tendensor Ltd Developing the product : City as it is Branding Reykjavík - Value of Sustainability in Branding a City Dóra Magnúsdóttir, Marketing Manager, Visit Reykjavík Live Riga – Engagement of people, meaning of events and happenings Ieva Lasmane, Marketing Account Executive, Riga Tourism Development Bureau People on the street - block parties and demonstrations for good will Mia Marttiini, Programme Director of New Forms of Media, Forum Virium Helsinki Ltd Developing the communications: City as it is experienced MICE case experience: Expansion of the “Meetings, Incentives, Conferences and Exhibitions” business Anna Chetvergova, Marketing Director, Restec City Communications - think beyond media: books, movies, etc. Igor Lysenko, Managing partner, GLOBAL (Paris) “Portable city” : Mobile applications – Explore the city from the user's point of view Edgars Strolis, Digital strategist, DIGIBRAND Ltd, Latvia Moderator: Sergei Mitrofánov, Senior Brand Strategist, BRANDFLIGHT Reception on behalf of the “St. Peter Line” Company Location: Princess Anastasia ferry, Champagne bar

Tallinn 26 October 9:00-10:00 local time

Next steps of the ONE BSR Project - Wrap-up of the WP plans Location: Princess Anastasia ferry

10:00-11:45

The St. Petersburg brand reconsidered – Joint consultation workshop Location: Princess Anastasia ferry (Cimena Hall) Moderator: Sergei Mitrofánov, Senior Brand Strategist, BRANDFLIGHT

11:45-12:10

Presentation “A Cultural approach to city branding” Location: Princess Anastasia ferry (Cimena Hall) Elena Natale, Head of Development, Tallinn Creative Hub Ltd

12:15-13:15

Lunch Location: Princess Anastasia ferry, 7 Seas restaurant

14:00-16:00

Tallinn excursion Experiences of the European Cultural Capital Year Elena Natale, Head of Development, Tallinn Creative Hub Ltd Guided bus tour

NB! Some changes to the program could be made! Contact persons: Anastasia Chikalyuk, mob.+7 (921) 943 90 88 Galina Zakharova, mob. +7 (931) 326 52 97