Despite the growing trend of nature-related tourism, Visit Sweden struggled to attract international tourists to the countryside. There was a fundamental problem: compared to Norwegian fjords, Icelandic volcanoes and other epic nature destinations, Sweden’s nature is…quite boring.
In a visually driven category, defined by sight-seeing and Instagram moments, we needed to flip the script and show there’s more to experience a place than what meets the eye.
The brief was to make Sweden’s nature interesting and famous among international travelers (focus US & UK) to help grow Swedish tourism – with an extremely limited budget.
To stand out and attract today’s travelers, who crave something unique, we had to out-drama the competition on completely new terms.
