How Lapland transformed a Christmas myth into a global tourism market
In short: Discover how Finland successfully marketed the legend of Santa Claus to the world. This lecture explores the mechanics of myth-based marketing and how storytelling can materialise into a massive, international commercial success.
University of Edinburgh marketing lecturer Dr Teea Palo investigates how the Santa Claus myth evolved into a remarkable worldwide industry. She investigates how actors use storytelling to develop and circulate stories of imagined markets, eventually materialising them into real economic activities.
The scale of this phenomenon is evident in the history of Christmas tourism; for instance, the first Concorde flight from Britain to Northern Finland in 1984 carried approximately 100 passengers seeking an authentic Christmas experience.
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Sources
- Summary by Intellect · source: The Business of Santa Claus in Lapland - Teea Palo
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