Branding Greenland, a coalition of government officials and business chiefs, has brought in luxury lifestyle specialist Peretti Communications to position Greenland as a modern country to visit and with which to do business.
‘Currently, people think there are polar bears wandering around the street and that our people live in igloos,’ said a spokesman.
He added that Branding Greenland wanted to raise awareness of the country and drum up interest in it as a venue for business and leisure.
Peretti’s campaign will involve highlighting Greenland’s culinary offerings. Agency MD Francoise Peretti said: ‘The Greenland shrimp is considered to be one of the world’s finest and we will use this noble crustacean to put Greenland on the gastronomic map.’
Other angles of the campaign will capitalise on Greenland’s environmental awareness. The country’s geographic position means it is an ideal place from which to study the planet and the effects of global warming. ‘We have access to scientists and explorers aware of the issues the planet will face over the next 100 years,’ said Peretti.
Branding Greenland’s panel includes politicians and representatives from Air Greenland, KNI, Royal Greenland and Greenland Tourism & Business Council.
In 2005, Greenland’s government put together an export promotion strategy, out of which Branding Greenland was born.