The Travel Vertical

Weekly stories curated exclusively for digital tourism marketers

Destination Inspiration: Visit Sweden Nails It, Takes IKEA to Task

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“More than an IKEA toilet brush”

Visit Sweden mocks the names that IKEA uses on its products. After all, “Discover the Originals” proves that Sweden had these places first.

Ever wonder about the weird names of items at IKEA? They’re places! And Visit Sweden is not happy about it.

“IKEA has borrowed hundreds of names from our beautiful country and used them on everything from shelves to trash cans…trash cans. It is time the world knows that all these names belong to wonderful places in Sweden. So forget about IKEA, discover the originals.”

https://youtu.be/FDpoZdL1g0E

And to top it off, a robust landing page does a great job of reinforcing the messaging by providing more information about these locations.

The Swedes do it every time. For more destination inspiration from Scandinavia, who remembers these amazing campaigns?

Related: Visit Sweden Lists Entire Country on Airbnb (2017)

Related: ‘Hallå? Sweden Speaking’: Risky Promotion Introduced in First Country to Get Its Own Phone Number (2016)

P.S. Show us what you’ve got. Watch for the announcement of the 5th Annual eTSY Awards for Excellence in Digital Tourism Marketing…coming right up with the dawn of 2022.

Don’t Try This: Visit Sweden Calls it Quits on Twitter Take Overs

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Curators of Sweden
Credit: Curators of Sweden

“Since 2011, control of the Twitter account @sweden has been handed to a different person each week, allowing the curators to tweet about almost anything they please. At the end of September, after 356 curators and more than 200,000 tweets, the experiment will end,” reports the New York Times.

Curators of Sweden and the Swedish Institute ran the ‘rotation curation’ campaign as one of the eye-catching innovations by the Swedish Tourist Association. Read more as covered in The Travel Vertical:

As long as Visit Sweden keeps experimenting, we’re going to keep watching. Read more from the Swedish Institute or the NYT. 

 

 

 

Case Studies Studied: How Do DMOs Entice Different Travelers Using One Marketing Campaign?

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Visit Sweden launched “Talk to a Random Swede” via The Swedish Number

 

Everybody’s in a different demographic bucket, right? Personalization is everything, right?

So, how do tourism boards entice travelers with just a single marketing campaign? Here are six marketing campaigns with differing approaches, and the reasons why they work(ed).

 

  • Discover Los Angeles
  • Tour Spain
  • Pure Michigan
  • VisitBritain
  • Visit Sweden
  • Hong Kong Tourism Board

To read more from eConsultancy, a London-based digital marketing and advertising firm, click here.

Related:  “‘Hallå? Sweden Speaking’: Risky Promotion Introduced in First Country to Get Its Own Phone Number” – The Travel Vertical, 4/11/2016

 

 

More From the World of Quirky Destination Digital Campaigns

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Wassup, Finland? Always lots of kooky ideas that we love from those chilly nations near the Arctic Circle. It’s Visit Finland this time, with “The Symphony of Extremes,” one of the weirdest ideas yet. In pointing out that people from different parts of Finland are actually quite different to one another, genetically speaking, the concept is:

“We’ll extract people’s DNA from the extreme points of the country. The cello metal band Apocalytica will turn the genetic data into music.”

See the story and YouTube here.

Related: Visit Sweden Lists Entire Country on Airbnb

Related: The Happiest Country in the World Just Found a Brilliant Way to Attract Tourists

 

 

 

The eTourism Summit agenda saw presentations on campaigns with untraditional bedfellows: BuzzFeed, The Onion, and more. Here’s more food for thought from unconventional players in the DMO space.

The Happiest Country in the World Just Found a Brilliant Way to Attract Tourists

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It’s not Visit Sweden this time, which we can always count on for thinking outside the box.

[“Hallå? Sweden Speaking: Risky Promotion Introduced in First Country to Get Its Own Phone Number” – The Travel Vertical, 4/16/2016 and “Visit Sweden Lists the Entire Country on Airbnb” – The Travel Vertical, 5/24/2017].

This time, it’s VisitOSLO with an inspired approach. We won’t over explain, you’ll get the idea in a flash. Read more and see the video here.

 

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Laurie Jo Miller Farr, Editor
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