The study aims to investigate if and how placemarketing is present in Malmö's current

comprehensive plan, and what effects it can lead to. The comprehensive plan is processed

with the WPR method, which in turn shows the problems, solutions and effects that are

inscribed in Malmö's comprehensive plan. The results show that place marketing occurs in the

parts of the comprehnsive plan that are more of a visionary and strategic nature. The

descriptions of Malmö are not neutral, and aim to create or convey a positive image of

Malmö. The discursive effects of this mean that vision can become reality in the built

environment.