Introducing
Örebrokompaniet

We have been entrusted with leading and coordinating the marketing of the Örebro place brand. Our goal in everything we do is to make Örebro Scandinavia’s most attractive medium-sized city. A place where anything is possible!

There’s strength in numbers. Particularly when you’re marketing a place. And we have something that no other city can boast. Not New York. Not Milan. Not Istanbul and not Stockholm either. What we have is the people of Örebro – and lots of them.

Business concept

Örebrokompaniet will market and develop the city of Örebro as a location, with a long-term, strategic perspective. We will build and maintain the city’s positive image and maximise Örebro’s attractiveness using creative and effective communication.

Vision

Örebro will be Scandinavia’s most attractive medium-sized city. We will be perceived as a spirited city where people can grow and thrive; a city where there is strong growth, where businesses flourish and to which visitors return time and again. A place where anything is possible.

Our values

– Spirit
– Creativity
– Drive
– Accessibility

The task

Örebrokompaniet is a wholly owned municipal company and, together with the municipality’s other companies, part of the group Rådhus AB. The company’s purpose is to market Örebro, promote business and leisure tourism in Örebro, operate tourism activities, and sign marketing support contracts with Örebro’s elite sports teams.

Our purpose is to market Örebro, promote business and leisure tourism in Örebro, operate tourism activities, and sign marketing support contracts with Örebro’s elite sports teams. Örebrokompaniet will build the Örebro brand and showcase the city’s attractions to people considering moving here and to visitors. This work will be carried out in cooperation with the business community and other local players such as Örebro University and Örebro Regional Council.

We will run free events that are accessible to all residents.

Örebrokompaniet will continue to develop existing events as well as recruiting new ones. The company will also organise events to strengthen the city’s brand – either independently or with another organiser. The company will run free events that are accessible to all residents.

How we will approach the task

We in Örebro want to be known for lots of great things. But first and foremost for our accessibility, our drive and our creativity. These are our core values. Words that we want to be associated with; words that define our identity and so are part of our place brand too.

To succeed in our vision, our business concept needs to be present in everything we do in the same way as the city’s brand platform. In other words, our approach must include accessibility, spirit, creativity and new ways of thinking. These watchwords must be incorporated in every new project and every new activity ahead of every year of operations.

Focus areas

Our focus areas are:
  • Destination development and hospitality
  • Events
  • Large meetings and conferences
  • PR work
  • Proud residents
  • Marketing to people looking to move to the city, establish a business or invest here

Overall goals

Everything we do will be measured against three criteria: Number of visitors, PR and proud residents. All our initiatives must meet at least one of these criteria. Our overall goals for Örebro for the period are:
  • To increase the number of guest nights by more than the benchmark
  • To go up at least 3 points in the attractiveness index
  • To have a higher percentage of people in Örebro describe themselves as “proud residents” than in the 2019 survey

Contact

Organisation & businesses

Christer Wilén
CEO

+46 70 319 15 62
Mail Christer

Destination development & leisure tourism

Björn Fransson
Head of Destination Development & Hospitality

+46 70 796 74 67
Mail Björn

Örebro Convention Bureau – Large meetings & events

Pernilla Körberg Törnqvist
Manager, Örebro Convention Bureau

+46 70 680 61 83
Mail Pernilla