A Job Ad in Space: How Horten Competes for Global Talent
​Marte Amalie Jonsrud Kaardahl,
Horten Love, Horten Municipality, Norway
When the small Norwegian town Horten wanted to compete for the sharpest minds, they did not choose a traditional job advertisement. They sent the world’s first job ad into space! 🚀
- If intelligent life exists out there, we would love to bring it to Horten!, states Marte A.J. Kaardal.
HortenLove is the municipality’s marketing organisation and creative engine and act as a small in-house mini agency. HortenLove’s mission is to attract people to live, work, study in, and experience Horten. All concepts are developed based on these core pillars.
By working with the municipality as a brand, HortenLove creates visibility and impact without massive budgets. Most work is done in-house, with specialists brought in when needed.
The ambition is to be able to compete with the best.
- For residents.
- For talent.
- For investment.
- For attention.
Local business in collaboration
Team HortenLove works closely with local businesses and has an advisory board made up of marketing experts from some of Horten’s largest and most innovative companies:
- GE Healthcare, - Kongsberg Gruppen AS, - DNB, - University of South-Eastern Norway, - Conceptor Bolig, - Horten Port, - the Norwegian Society for Sea Rescue, - and Horten Business Forum (representing retail, hospitality, and smaller businesses).
This close collaboration provides better insight, makes it easier to get things done, and ensures everyone is moving in the same direction. When the municipality and local businesses share the same goal, almost anything is possible.
The method is clear:
-
Insight before action
-
Strategy before stunts
-
Creativity as a tool to stand out
​
​
At PLACExNordic, Marte Amalie shares how a municipality can work more like a brand — without losing its public mandate. She shows how courage, clear direction, and close collaboration with local businesses can make a place more attractive.
Because attractiveness is about direction and identity. And the willingness to dare a little more than your neighbour.'
​
And sometimes — about aiming slightly higher than the atmosphere.
​
The campaign “A Job Ad in Space”
was nominated in three categories at the Content Marketing Awards in London in 2025 — competing with international agencies and brands such as Coca-Cola and Volvo — and won two silver awards for Best Use of Digital Technology and Best Use of Digital PR.
Proof that a strong idea — grounded in strategy — can outperform much larger budgets.
More about Marte Amalie Jonsrud Kaardahl
What happens when a creative leaves the advertising industry — not to sell more products, but to help build a place?
Marte Amalie Jonsrud Kaardahl is educated as a copywriter and creative from Westerdals School of Communication and has worked in the advertising and film industry with major Norwegian and Nordic brands.
Then she made a move many found unexpected: she joined a municipality.
When Horten Municipality announced a position titled “Attractiveness Builder,” it was not just a job. It was an opportunity to use strategy and creativity for something that truly matters. Not to push random products — but to strengthen her own community.
​​
