3. VisitSweden is the communication company for Swedish
experiences and destinations, and for the Sweden brand
abroad. Its purpose is to strengthen the brand of Sweden as
a destination from a common image of Sweden, and to
increase the number of international visits and export value.
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The client
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4. Strengthen the positive image of Gothenburg and
Stockholm as modern metropolises with an online
campaign.
• address target group DINKS (Double Income No Kids) in
Berlin
• generate high reach within the target group
• increase city trips to both destinations
• preserve balance between both cities through all our
activities
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The objective
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5. • Relevant topics for Berlin DINKS are culture, music, arts,
fashion, design, photography, and architecture
• Stockholm & Gothenburg are advanced in style and
therefore especially appeal to the target group in Berlin
(as well stylish, but not that much)
• Trips to both destinations promise inspiring impulses and
an advance in knowledge
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The insights
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6. • Promote the “advance in culture” of both cities
• Involve opinion leaders, especially travel bloggers in
Berlin
• Build up an online community interested in travelling to
Gothenburg and Stockholm
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The strategy
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12. The Platforms
The tumblr blog
URL: gostockholmgoeteborg.de
Why tumblr?
• Due to its visual focus
• Popular blog format
• Easy way to interact with
followers and share content
13. • Articles covering relevant topics, suggesting events or
places in both cities
• Geocoding of articles with Google Maps in order to
create a digital travel guide
• Sweepstakes with special Swedish incentives
• Interview format „Top 5“ where Swedish artists list their
top five locations in either Stockholm or Gothenburg
• Direct booking link to travel platform opodo.de
The Platforms
What did we do on the blog?
21. Blog Content
Timeline 2012
Les Mads
Xmas
Competition
March April May June July August September October November December
Fika Söndag
iGNANT goes
Stockholm
Klassresa – Bloggertrip to
Stockholm and
Gothenburg
Blog Setup
Elisabeth Rank: Trip to
Stockholm
Special: Berlin Festival
Kick-Off Dinner
ThisIsJaneWayne
Competition: Winner
Trip to Gothenburg
finding berlin goes
Stockholm
Midsommar: Photo
Booth
24. Objectives:
• establish and strengthen contacts to
multipliers
• generate valuable content
• precisely reach the Berlin target group
and audience
Klassresa
Blogger-Trip to Stockholm und Gothenburg
Approach:
• Press trip as special “live” experience
• program covering most impressive spots
for the travelers and target group
• Platform to spread the word about both
cities as perfect travel destination
25. • Shout Out to the blogosphere to apply for a spot on the
Klassresa traveler list
• In addition to the 8 well-known bloggers and 2 media
contacts, we looked for 2 other lifestyle bloggers who
could join the trip by telling us why they should be one of
the lucky ones to be part of the journey
• via blog post on their own blog
• Lots of people applied and we’ve collected 15 suitable
submissions to chose the winners from
Klassresa
Blogger-Contest via Facebook-App
30. • Cooperation with Berlin based event team Nordic by
Nature based on their Midsommar event 2012
• Interaction with Sweden fans via photo booth action and
possibility to find the photographs online after the event
Midsommar
Photo Booth
31. Various Berlin bloggers traveled to Stockholm & Gothenburg to discover and capture the
experience with stories, lots of fantastic photographs or videos
Further Blogger Trips
Stockholm und Gothenburg
32. As recap with an high impact and added value, we created a photo book with the
renowned designer team of Hort. Included were photos and quotes from the blogs who
visited Stockholm & Gothenburg throughout the year.
Year Roundup
The photo booth
33. The Event
We organized an event at a popular location as perfect
platform to introduce the book and moreover, to broaden
the reach within the target group with focus on Stockholm
and Gothenburg.
At the same time, it was a great opportunity to inform the
people about the blog and all other happenings throughout
the year.
Year Roundup
Fika Söndag
34. PR Activities
To spread the word about the event, we created a digital
invitation and a signup form to contact relevant media
contacts in Berlin to announce the event.
Moreover, the involved bloggers wrote articles about the
event, their adventures in Gothenburg and Stockholm and
announced raffles to win one of the few exclusive books.
In addition, we did blog prior to and after the event.
Year Roundup
Fika Söndag
36. When the blog started to gain more attention within the target group, the interactions
increased and more and more reblogs or likes could be observed.
Moreover, various people took the opportunity to get in touch with us to ask for location
recommendations or other relevant travel topics.
Blog Results
3636
1700 Followers
>400 Articles
1000 daily visitors
37. As part of all running campaigns in 2012 the interaction of social media channels–
Facebook, Twitter as well as tumblr blog – and the combined activities amongst all other
channels, a remarkable increase of fan base could be achieved.
Progress on Facebook since start of all activities in March 2012
Social Media Development
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38. Throughout the year we were able to
accumulate millions of impressions and
page visits with associated blogs. Moreover
numerous photos and articles have been
reblogged.
PR Results
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40. Within only nine months the campaign
„GoStockholmGöteborg“ managed to build up a growing and
active community.
The high quality content of the blog and the use of well-
known influencers generated high reach within the target
group.
The amount of followers and many interactions proved that
the strategy was right: the focus on content, influencers and
community was the right approach for making this campaign
successful.
Conclusion
41. Credits
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We would like to thank our partners who helped to realise this campaign:
• Design of photo book: Hort
• Organisation of year round-up event and photography: Mit Vergnügen
• Event video: Urban Tree
