Visit Sweden: Sweden On Airbnb [image] 1

Credits & Description:

Entrant: Forsman & Bodenfors, Gothenburg
Brand: Visit Sweden
Corporate Name of Client: Visit Sweden
Clients: Jennie Skogsborn Missuna/Peter Holmberg/Jonas Overödder/Lotta Thiringer
PR Strategist: Robert Johnsson
Advertisers Supervisor: Jenny E Kaiser
Account Directors: Ann Spennare Bengtsson/Olle Victorin
Account Manager: Johanna Bringefält
Planner: Daniel Sjöstrand
Agency: Forsman & Bodenfors, Gothenburg
Copywriters: Marcus Hägglöf/Pontus Levahn/Agnes Uggla
Art Directors: Johan Eghammer/Johanna Hofman-Bang/Ted Mellström/Josefin Roxeheimn
Writer: Lycke Ramel
Designer: Johan Fredriksson
Agency Producer: Jens Odelbring
Digital Producer: Peter Gaudiano
Music Supervisor: Jenny Ring
URL: https://sweden.withairbnb.com
Synopsis:
Visit Sweden wanted people to consider Sweden as a holiday destination. But Sweden isn’t really the first country that comes to mind when planning a trip – Sweden ranks 23rd in desirability among European nations. We might not have many of the characteristics that usually define a vacation spot, but we do have something that other countries don’t. It’s called the Freedom to Roam, or Allemansrätten, and it’s an 80-year-old right protected by the constitution that allows anyone to roam freely in all of Sweden’s nature. With this in mind, we decided to target those who could truly appreciate the concept of an open and largely untouched nature – the more adventurous travelers. And when these people plan their trips, they go to Airbnb. So we listed the entire country of Sweden on Airbnb and invited the world to come and explore this 100-million-acre-large accommodation of ours.
To get people excited about Sweden and put a spotlight on the unique concept of the Freedom to Roam, we listed the whole country of Sweden on Airbnb. On the site, people could browse through different listings – from Rönne å in the south, to Sarek in the north. All destinations came with their own specific descriptions and amenities; a lake became an infinity pool, a cliff was a panoramic terrace and the moss on the ground turned into soft natural carpeting – just like a regular Airbnb listing. At the bottom, people could read through reviews and tips about each destination, written by previous visitors and people from the area.
Earned media: $9.7 million
Engagements: 1.7 million
Articles: 1288
Spread: 138 countries
Media impressions: 8.4 billion
Organic reach: 700% increase
Online conversation: 2346% increase