Press release
08 February 2012
Ministry for Foreign Affairs

How to strengthen the image of Sweden and exports - Ewa Björling launches promotion calendar for 2012

Minister for Trade Ewa Björling has initiated the 2012 promotion calendar for the creative industries. The aim is to increase the focus on five selected industries - music, food, film, fashion and literature - which are thought to have particularly great potential for increasing exports. The month focusing on music started 1 February.

"Sweden has documented success in the creative industries and we can benefit from this when working broadly to achieve my vision of doubling Swedish exports by 2015," says Dr Björling. Our embassies around the world will carry out various types of events and activities in 2012 to promote these five industries in particular.

Other creative industries, such as design, gaming (computer games) and marketing-communication will also be highlighted during the year. Dr Björling has instructed the Swedish Institute to develop a communications platform for the creative industries, called SymbioCreate. Starting from this platform the Swedish Institute will support the embassies in different ways in promoting the creative industries.

February - music

The promotion calendar starts in February with its focus on music. The month begins with Dr Björling awardingthe Government's Music Export Prize on 1 February at the Ministry for Foreign Affairs International Press Centre. Dr Björling will also participate in an event in Tokyo on 8 February and at the major music festival By:Larm in Oslo on 16 February. Other major music initiatives are taking place at the Swedish embassies in Moscow, London and Washington D.C., and several of these are being arranged jointly with Export Music Sweden. The Swedish Institute is contributing information materials and has also produced a special CD with current Swedish artists.

The promotion calendar continues as follows in 2012:

  • March - food
  • May - film
  • September - fashion
  • November - literature

Contact

Vikarierande pressekreterare
Press Secretary to Dr. Björling
work +46 8 405 37 11
cell +46 70 252 87 52