Is a city a brand? Recently in Helsenki a new marketing campaign has launched positioning the Finnish capital a "City as Service" or CaaS. According to this new "digital lifestyle subscription service" the aim for the initiative is to attract highly skilled tech professionals to the city. 

According to their website CaaS is "an an all-inclusive service bundle that unlocks the entire city. This platform-to-be is on a mission to motivate, guide and help international tech talent feel at home in Helsinki." Positioning the mayor of Helsinki as a "CEO" their website provides a fascinating video highlighting what the city as to offer, in addition to a "free life-changing demo experience that everyone can apply to. 

Those chosen to participate in the program will win a three-day trip to Helsinki in November and attend Slush, the "world's leading tech event." 

What are your thoughts on this city branding idea? In an era where digital marketing is considered a must-have for businesses to grow, it's not surprising that cities are adopting this marketing strategy.