Strong international interest in Umeå 2014

Umeå's visibility in the media around Sweden and the world has now surpassed 2 billion unique visitors. It is primarily cultural life that attracts and thereby increasing interest to visit Umeå. The PR value is conservatively estimated to 380 million.

It is the media analysis company Mediapilot that in an independent survey mapped the 1837 articles from 11 European countries plus China. The survey concerns the period 1 November 2013 to 31 January 2015.

“The figures speak for themselves! Umeå as European Capital of Culture has attracted a lot of international attention,” says Marie-Louise Rönnmark (S), Mayor of Umeå.

Unique visitors
If an article about Umeå as European Capital of Culture is visible on a site that has three million unique visitors per week, exposure to three million unique visitors is reported. If a new article appears on the same site a total of six million unique visitors are reported. When you add up the numbers for all articles you get the total number of unique visitors. "Unique visitor" is the accepted term in this context and does not indicate the number of individuals who have seen the articles, but the number of exposures to readers.

Calculating the PR value
PR value is calculated using the specific ad costs, tendency, size of the article and the exposure of the brand. Maximum PR value for an item is calculated by Mediapilot to 2.4 times the ad rate for the same area of the medium in which the article was published. If an article is published on a full page in a magazine whose ad price per full page is 100 000 SEK the maximum media value is 240 000 SEK.

Selected Countries
The countries that the analysis is based on are Sweden (with the exception of Umeå’s local media), Denmark, Germany, Poland, Netherlands, UK, Spain, France, Italy, Russia and China. Only articles that mentions or refers to the Capital of Culture year are included in the analysis.

Contacts

Marie-Louise Rönnmark
Mayor of Umeå
+46 706 556 484
marie-louise.ronnmark@umea.se

Elisabeth Lind
Deputy Administrative Manager and Head of Communication Umeå2014
+46 70 242 81 42
elisabeth.lind@umea2014.se
www.umea2014.se