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We don’t have iconic monuments such as The Eiffel Tower, Times Square or the Great Wall of China. What we do have is our unique and accessible nature, our lifestyle and our values Jenny Kaiser, president, VisitSweden USA

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ndeed, nature is the bedrock of VisitSweden’s headline grabbing campaign: the jawdroppingly beautiful nature of the country and the hospitable nature of the Swedes, thanks to their freedom to roam policy. Listing the whole country on Airbnb and inviting the world to grab a tent and camp anywhere sums up Sweden’s attitude. Of course, VisitSweden doesn’t expect everyone to rock up with a tent and stay on the borders of civilization for their whole trip, but it’s a brilliant marketing hook that encapsulates what the country has to offer.

AIRBNB CAMPAIGN Charged with finding a brand identity to differentiate Sweden, advertising agency Forsman & Bodenfors came up with the idea of focusing on allemansrätten. Protected by Swedish law, allemansrätten – literally, everyman’s right – is the right to access and roam freely in the Swedish countryside. “Sustainability is a natural part of Swedes way of life,” says Jenny Kaiser, ©cybertrek 2018

president of VisitSweden USA. Indeed, the country has even run out of rubbish, its recycling system is so efficient. “We’re investing heavily in ecotourism, so when the agency came up with the idea to place allemansrätten on Airbnb, with Sweden as the host, we thought it was a brilliant way to differentiate Sweden on the global market, at the same time mirroring what Sweden is all about for global travellers.” Partnering with Airbnb’s global creative team in San Francisco, California, the initiative is primarily aimed at engaging American travellers, although VisitSweden does hope to get a global response, including with its domestic market. The campaign urges people to use the lakes as infinity pools, mountain tops as terraces and forage for mushrooms and berries. “Feel free to take a morning jog, or a bike ride across open fields or challenging mountain terrain. Should you want an upgrade, no need to ask anyone, just find the place and surroundings which suit you.” 59

Profile for Leisure Media

Leisure Management Volume 37 2018  

Leisure Management is the magazine and online community for decision-makers in the global leisure industry.

Leisure Management Volume 37 2018  

Leisure Management is the magazine and online community for decision-makers in the global leisure industry.