ABSTRACT
During the A˚re Christmas market the brand, Delightful Christmas, was communicated
through several channels, e.g. a pile of Christmas gifts shown in one of the booths, where
Delightful Christmas was part of the package as the sender of the gifts. On the Internet, the
Delightful Christmas concept was supposed to be visualized in an animated movie done by
Fieldwork. However, due to the lack of resources, the Delightful Christmas web site was
not developed other than the text shown below:
Welcome to A˚re O¨stersund Sweden
During the month of December the people of Jamtland join together in creating a
glorious Christmas atmosphere with everything from concerts, Christmas markets,
and exotic Swedish traditions to colorful action filled events, savory food experiences
and some of Europe’s best skiing. (Retrieved from www.adelightfulchristmas.com)
All in all, there were at least eight different actors involved in the process of coordinat-
ing the regional activities during the first part of December: Fieldwork, A˚RE DMO,
Skistar, JHT tourism, the O¨stersund World Cup Biathlon group, the Jamtli market
group and O¨stersund municipality. Not everyone was involved in the creation of new
events, but all of them were stakeholders with an interest to influence what was going
to happen during this period. As the O¨stersund representative said: “Many calendars
have to be synchronized to make this work.”
