Among the more visible projects executed during Umeå2014, the tour Caught by Umeå was one of the most successful. The tour encompassed events in seven big cities in Europe, which attracted thousands of visitors and had a huge media impact. During the tour, Umeå presented films, videos, food, sami culture and music in an ice-coverage with roots in the Nordic window of the European house as northern Sweden present-ed itself to Europe and the rest of the world. It all ended up in a PR-value worth around 400 000 EUR connected to international media coverage.Karin Arvidson will present the strategy of International marketing for Umeå2014 and also describe the communications process the in years before and after 2014 – the years during which Umeå was in the spotlight as Europe-an Capital of Culture. What was the purpose of launching Umeå as a culture capital, and what were the methods of communication and choice of channels? And what was the result in terms of media coverage and impact on the local and national level regarding politics?