Today, more people have the opportunity to travel which means that more places need to raise awareness that they exist. In the global world that we live in today, competition among places are growing. This means that places need to work on their marketing to create a unique and special image that reaches out through all the noise. This study aims to investigate why a special image is chosen, in this case why the destination Swedish Lapland have chosen to market a region in north of Sweden as an artic destination. The study also aims to investigate what is included in the concept of an artic destination and what is comprehended in an artic lifestyle, which also is a theme that is used in the marketing of the region. Are there any challenges by using the artic and artic lifestyle concept in the marketing and what consequences can it entail? To answer these questions interviews where made with informants that have a professional work connection to the area. The result showed that the arctic region is complex phenomena to define also for those who use the expression in marketing. What is included in the artic concept and the lifestyle is connected to a lot of conceptions of the nature, culture, climate and experiences. The informants gave different viewpoints about challenges when marketing a large region and the consequences that can be registered. The hope with this study was to get a deeper understanding about the area and especially why a specific theme as the artic was used in marketing purpose for a region in north of Sweden.