Santa's role more humanitarian?
Finnish newspaper Helsingin Sanomat published an article 16th of October, 2011 about Santa Claus and it's new role. I have been discussing about this already some years ago. I do feel Santa's reputation is rather limited if one is considering Santa one of our destination brand figures. Media is getting interested about Santa between November and December. Mainly Christians are knowing the story of Santa and I have to admit, his role has been already for some time quite commercialized.
Santa's role could broaden to be more humanitarian and beneficial for all people living on this globe. The image of Santa should be there where humanitarian crisis are going in national or international level. Especially there were children are involved. I don't see Santa getting involved and against with local political system or religion. Local broadcasting company, YLE, took this idea to it's "Kansallisaarre" programme ("National Treasure"). One of the persons behind this programme is Mr. Loordi (Mr. Tomi Putaansuu) from the famous hard rock band "Loordi". Lapland Coucil is now developing Lapland brand. I hope they are taking this Santa's new role also into the consideration. I was interviewd by the Council and I was emphasizing the need to develop Santa Claus more into the modern time.
I have been commenting with some other travel professionals about this case in LinkedIn: "Helsinki Tourism Marketing & Development"
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