ABSTRACT
This chapter identifies place marketing as part of this institutionally embedded field. It aims at throwing light on how marketing of Narvik these days has come to represent the town as 'ordinary' as well as 'unique' in particular ways. The chapter explores ways of communicating the place. The focus is on how production of place representations in marketing material is framed by institutional interaction and specific situations that concerns economic and social development as well as cultural scripts and symbolic positions available. The chapter exemplifies how the ascription of meaning to the place is regulated by the positioning of the place within extensive symbolic relations of 'north and south' as well as 'centre and periphery'. It refers to place reinvention as continuous processes within which meanings are ascribed to the place. The concept of place reinvention refers to a comprehensive concern for the meaning of place within place production, a concern that also constitutes the task for place marketing.
