IN BRIEF: Central Finland known for its unspoilt nature and educational traditions

According to a recently conducted image survey unspoilt nature and first-class academic and research opportunities are regarded as Central Finland's best characteristics. Those taking part internationally also associated world-famous architect Alvar Aalto, the University of Jyväskylä's centres of excellence in research and the Sauna from Finland concept with Central Finland. Finnish respondents held Neste Oil Rally Finland, staged annually in Central Finland, in particularly high regard.

According to the survey the Human Technology Region brand, the tool used to market Central Finland internationally, has demonstrated itself to be effective and of interest. The theme is viewed positively and is a good illustration of the expectations of different interest groups towards Central Finland's international marketing which combines top-flight expertise with the natural environment. As a result of this brand building all groups of respondents placed the Jyväskylä Region first in an international comparison of cities.

"The term Human Technology points to people-centred technology, the aim of which is to harness leading-edge technology for the everyday use of ordinary people. The term is also a broader concept and suggests good life, in other words a safe living environment of appropriate size where good services, nature and advanced technology find combination," explains Päivi Tervonen, Information and Communication Officer at Jyväskylä Regional Development Company Jykes Ltd.

- www.humantechnology.fi