• Laura Aalto / Photo: Chris Vidal Tenomaa
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Laura Aalto to take over as CEO of Helsinki Marketing this September

PRESS RELEASE 30.5.2017

Tuulikki Becker, the current CEO of Helsinki Marketing, will retire at the end of 2017.

Laura Aalto, MA, will take over as CEO of Helsinki Marketing on 1 September 2017. Aalto joined Helsinki Marketing in February 2016 as Development Director. She has been responsible for overseeing the process of change during which time the scope of Helsinki Marketing’s operations has expanded from tourism marketing to more comprehensive city marketing .

Helsinki Marketing is the city marketing company owned by the City of Helsinki. The company’s former marketing name was Visit Helsinki. The name Helsinki Marketing reflects the company’s expanded scope of operations and was introduced in April 2017.

When selecting the new CEO, the Board of Helsinki Marketing emphasised Aalto’s marketing experience and international expertise.

“We want to tell the whole world about Helsinki’s excellence. Laura Aalto has already played a key role in transforming Helsinki Marketing from a tourism company to a city marketing company,” says Marja-Leena Rinkineva, Director of Economic Development at the City of Helsinki. 

“As Development Director, Aalto has had time to focus on all areas of our activities, while her previous positions have given her excellent cooperation networks and experience with the city’s operations. I believe that Laura Aalto will help make Helsinki even more visible on the world map,” Rinkineva adds.

City marketing is accelerating growth

Helsinki is changing faster today than ever before in its history. The city also has a clear vision of how it can stand out in international competition. The city’s marketing operations are being guided by its new brand concept and marketing strategy.

“Helsinki’s new brand concept is closely tied to global trends. We enjoy the best quality of everyday life in the world, and we believe that the solutions for the future will be made within cities. Helsinki can serve as a trendsetter in this regard,” Aalto says.

“City marketing is an investment that accelerates growth and generates added value for both Helsinki and its companies and communities. Helsinki is keen to strengthen its reputation and competitiveness and attract new companies and investments. Marketing increases demand, trade, turnover and wealth, so marketing investments create positive growth trends,” Aalto adds.

Helsinki Marketing’s transformation continues

“It’s great that the company will continue its positive development from Visit Helsinki to Helsinki Marketing under Laura Aalto,” says current CEO Tuulikki Becker.

“Tourism will retain its place at the heart of Helsinki Marketing’s operations. Business travel already accounts for almost half of all overnight stays in Helsinki and has a big impact on all types of business. This is why city marketing should focus not only on leisure travel but especially on international decision-makers, influential people, experts and students. We will be focusing particularly on developing our international communications and PR activities,” Becker adds.

INFO
Laura Aalto
Born 1972

  • Graduated with a Master of Arts degree from the University of Helsinki in 1997 with a major in art history and a minor in political history and economic and social history.
  • Also studied in Strasbourg, Stockholm and Jyväskylä
  • Has worked as an authorised Helsinki guide.

CEO, Helsinki Marketing as of 1 September 2017
Development Director, Helsinki Marketing, 2016–

Helsinki Marketing is the city marketing company owned by the City of Helsinki. The company’s former marketing name was Visit Helsinki. The name Helsinki Marketing reflects the company’s expanded scope of operations and was introduced in April 2017.

Communications Director, International Design Foundation, 2013–2016
Marketing and Communications Director, World Design Capital 2012 Helsinki, 2011–2013

The International Design Foundation was responsible for organising World Design Capital Helsinki 2012. Design Driven City was a two-year legacy project of World Design Capital Helsinki 2012 that promoted the use of design in cities and developed design-related expertise for planning public services.

Marketing Director, Turku 2011 Foundation, 2009–2011
The Turku 2011 Foundation organised the European Capital of Culture year in Turku.

Project Manager / Customer Relationship Manager, Image Match Oy, 2000–2009