Ambassadors put Aalborg on the Map
By Catharina Vinther Engqvist - Head of Foreign Direct Investment, Invest in AalborgThe competition for investments, talents, and jobs is intense. From a global perspective, Aalborg is a very small player, and naturally, the resources available to promote the city are limited. Nevertheless, we are experiencing significant interest in Aalborg. Some of the reasons can be attributed to the local factors - the attractive location and geography. However, we also attribute part of the credit to the excellent "free" publicity from Aalborg's dedicated ambassador network.
Systematic Relationship Building
At Invest in Aalborg, we strategically focus on relationship building, and an important activity in this regard is our ambassador network. We have appointed a group of business professionals in Aalborg who share a passion for the city.
They don't participate because they have to, but because they can't help it – and because we provide them with a confidential space to work in.
The ambassadors assist us in making informed strategic decisions, and we gain valuable perspectives on various local and global trends.
The Law of Jante
At Invest in Aalborg, we are trying to challenge the concept of "Janteloven" (the Law of Jante). We, as people from Northern Denmark, simply need to get better at celebrating our successes and sharing our victories. In the ambassador network, we try to mobilize a sense of pride in our city and equip the ambassadors with compelling Aalborg stories and facts. This way, the ambassadors become living advertisements when they travel to conferences, meetings, and events around the world.
The ambassadors have an authentic voice and credibility, which creates trust – and we have found that this can help convince potential investors about the opportunities in Aalborg.
Growing the Network
With new flight routes to the United States and Canada, we have shortened the distance to new investors and opportunities. Therefore, we have also started recruiting ambassadors residing in North America. From Canada, both Hans Elmegaard, the CEO of the software company Moddule, and Nikolaj Ehlers, a professional ice hockey player for the NHL team Winnipeg Jets, have agreed to contribute to the network. And we are not finished expanding – because we can see that these passionate individuals are opening important doors for Aalborg.
Meet the Invest in Aalborg Ambassadors
Meet Catharina Vinter Engqvist
Head of Foreign Direct Investments, Invest in AalborgCatharina and the team at Invest in Aalborg are your single point of contact to the City of Aalborg.
We connect you with the right people, the right insights and the local facts you need to build a strong business case.
Let’s talk.