Mikkeli is unique in many ways, but how does this uniqueness present itself? It’s worth examining both traditional and emerging characteristics associated with Mikkeli.
A nature-oriented lifestyle, abundant waterways, strong traditions, modern vitality, smooth everyday life, and a focus on people – does this sound like Mikkeli? Positive attributes strengthen perceptions and contribute significantly to the city’s appeal and retention.
“Mikkeli has many strengths, but sometimes even the locals may not fully recognize or remember them. That’s why the city must take care of its communication and marketing. Highlighting ourselves is essential because regions are competing against one another,” says Heidi Hänninen, Mikkeli’s Communications and Marketing Manager.
Municipalities and cities play an even more critical role in regional vitality, especially in provincial centres like Mikkeli. A lot is expected of these regional engines.
“For the city, communication and marketing are decisive for its reputation. All urban regions strive to attract new residents while keeping current ones satisfied. Achieving this requires both large and small marketing actions, but there must be something concrete to showcase and promote,” Hänninen explains.
Cities actively develop their brands and public image: while Mikkeli shares many qualities with other Finnish cities, its distinctiveness lies in attractions like Saimaa, the ancient Astuvansalmi rock paintings, and its distinguished wartime headquarters history, all of which provide versatile marketing opportunities.
“In Mikkeli, wartime historical sites are significant for tourism. While they may seem self-evident to locals, they spark great interest outside our city. Muisti Centre of War and Peace as a modern science centre, is a key attraction even from an international perspective,” Hänninen adds.
The Finnish dream in Mikkeli
Mikkeli offers opportunities for urban life, suburban living, and rural peace. The city has zoned new high-quality residential areas, such as Annilanranta and Launiala – both located on the shores of Lake Saimaa.
“In Mikkeli, you can achieve the Finnish dream: living in a lakeside house while being close to downtown services. Compared for example to the Helsinki metropolitan area, you can often enjoy more space and lower costs here, relishing everyday luxury without traffic jams,” says Salla Hyvönen, Mikkeli’s Marketing Planner focusing on resident marketing.
“Nature is undoubtedly one of Mikkeli’s biggest attractions. The entire region offer year-round recreational opportunities with easily accessible hiking trails, boating options, and various natural sites. Life here can also be more relaxed than in larger cities, where commuting alone consumes a significant portion of your day,” Hyvönen continues.
Mikkeli’s geographical location also supports its appeal. The rise of remote and hybrid work suits Mikkeli perfectly, as the city is well-known for its seasonal residents.
Amplifying residents’ voices
Communication and marketing are supported by participation efforts. Every resident’s voice matters. Participation also aims to foster a sense of community, pride, and caring, making every Mikkeli resident proud of their hometown.
“Participation should be seen as part of everyday life, not just administrative processes. Mikkeli’s vibrant cultural and organizational activities exemplify participation that can inspire residents to take up new hobbies,” says Hänninen.
“Participation also involves communication and gathering opinions. The role of the city’s communication is to be as smooth, understandable, and transparent as possible. Our communication often highlights issues that affect everyone’s daily life in this city.”
Attractiveness and retention: Welcoming new residents and investments
Mikkeli’s strengths include its location, excellent transport connections, and Lake Saimaa. Promising investment opportunities include the Veturitallit area near the harbour and the Puhistamo development in Kenkäveronniemi. Both are still in the early stages but have solid foundations for success.
The city has also made significant investments in education and innovation. One example is Blue Economy Mikkeli, a water technology cluster that utilizes Mikkeli’s state-of-the-art wastewater treatment plant – one of the most modern in Europe. The city leads the way in green transition projects, such as solar energy and data centre developments.
Tourism, a central attraction factor, has also launched its growth program. It leverages Mikkeli’s wartime headquarters history and Saimaa’s diverse services and experiences from both national and international perspectives.
High-quality and diverse services, tailored to the city’s scale, provide residents with what they need and often something extra.
“That ‘extra’ is what sets us apart, making Mikkeli a better place to live than other Finnish cities. What’s particularly important is that residents feel Mikkeli is a safe and pleasant place to live, with educational and job opportunities that support different lifestyles,” Hänninen concludes.
Mikkeli’s goal, strengthening both its attraction and retention, is to become an increasingly international city. Different cultures, languages, religions, and backgrounds enrich and empower our hometown – the best Mikkeli in the world.
Photo: Pihla Liukkonen