Visit Sweden campaign discussed “The magic of Sweden – a natural chilling experience for all the senses” With the horror audio novel Kiln as the main number, it returns with an international sequel.
Makes effective use of investor marketing
The first part of the campaign reached nearly 10 million people and generated nearly 200 articles published in the international press.
“This time it’s not a big production thing, but we simply made the main component of the campaign available globally, tweaked the messaging a bit and ran the already successful campaign again to effectively save on invested marketing costs.” says Susan Anderson, CEO of Visit Sweden. “When other countries’ marketing stacks sunny beaches and historic buildings on top of each other so much that movies look like copies of one another and viewers can’t tell one from the other—then Sweden and Spellbound Sweden really stand out.”
Visit Sweden has already completed several viewing trips
International bestselling horror author John Ajvide Lindqvist has written a special campaign audio novel – Kiln. It takes place in Swedish nature and was previously only available to listeners who visited the forests of Sweden. It is now possible to listen to it anywhere in the world.
The interest in Swedish nature with links to legends and fairy tales has proven to be great internationally. Visit Sweden has already made many viewing trips for the international press and international travel companies. Another film is coming soon, to Värmland and the actual filming location for the campaign’s “horror movie”, the Kettelfaltet Nature Reserve in Pratvorscheden outside Phillipstad.
“This is a planned continuation of the ‘Spellbound by Sweden’ campaign where we capitalize on existing interest while increasing the impact of our investments.” says Nils Persson, Marketing and Brand Director at Visit Sweden. “In the context of tourism, our films and various campaigns turned out to be doing exactly what we expected – interest in the Swedish tourist country has increased.”
Proud of the impact the campaign has had
The first part of the “Spellbound by Sweden” campaign was launched last year, just before Halloween in the USA, Germany, Great Britain, Holland and France. The sequel will launch now on April 27th and will run through and include the beginning of summer.
“But as always, it is not the trophies and prizes that we are most proud of and happy about, but the impact, attention and access that campaigns get due to our talented staff to spread the story and create interest in the tourist country of Sweden.” Nils Pearson concludes.
Awards for “Spellbound by Sweden”:
◆ Webby Awards – Winner Webby.
◆ Webby Awards – Winner of People’s Voice.
◆ Silver egg in the PR category.
◆ 2023 Clio Awards: 4 Bronze Awards.
◆ PRweek Global Awards 2023, 4 nominations.
◆ One Show 2023, 4 final places.
Read more about Visit Sweden on Turismnytt here.
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