Sweden is one of the countries in the Scandinavian peninsula, in Northern Europe. One of the homelands of the Vikings and the home of the Nobel prize, Sweden is certainly a country that has many things to offer its visitors: rich history, interesting food, technology, culture and spectacular landscapes. In an attempt to promote this beautiful country, travel marketers turned to social media.
The Visit Sweden campaign was born under the creativity of a group of curators from all over Sweden. What’s brilliant about this campaign is that, instead of using the same old method of promoting a countrywith photos and some well written, yet impersonal articles, the campaign employed the use of random Swedes who could speak their minds and hearts about their country, recommending the best places to visit, the best restaurants and pubs and share the beauty of their country with the world.
How did Visit Sweden work?
The country’s national Twitter account, @sweden, was passed over weekly to a different Swedish citizen, and allowed him/ her speak freely about their country. The resulting tweets were uncensored to promote the Swedish values of openness and democracy, and the hope was to create eclectic and entertaining content which would make Sweden more appealing as a travel destination.
Curators – the name given to the Swedes who tweeted – had to be nominated by another person in order to gain this title. They also had to be active tweeters and to be able to tweet in English. After being granted the title of curator, the person had full control over Sweden’s Twitter account.
The campaign was wildly popular, as media covered it intensely. The New York Times, BBC, CNN covered the story and created a lot of online buzz. Sweden’s account gathered over 60,000 followers and won 128 awards! As a further proof of success, Sweden’s campaign was rapidly copied by countries such as Denmark and the Netherlands. Imitation is the sincerest form of flattery, after all.
From a travel perspective, this campaign is brilliant as it manages to create content with personal insight and daily reaches people in over 127 countries .
We believe this campaign is amazing because it revolves around the values and the people of Sweden, rather than being impersonal. What’s your take on it?
References: tourismlinks.eu, eyefortravel.com. Photos: adage.com, eu305.blogspot.com
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