Sweden (not Switzerland)
Summary: With a very limited budget, and we mean VERY limited, Sweden had to promote it self. The problem was that people had an unclear picture of Sweden in general. There they stood, with their small budget, up against gigantic players like France, Germany and The Uk. Global traveler’s lacked a clear picture of Sweden —50% confused it with a different country, Switzerland. While Switzerland represents traditional luxury, Sweden offers a more modern form of luxury. They spotlighted this difference with an official proposal to end the confusion once and for all.
Made 89% of people more interested in Sweden as a destination, by highlighting Switzerland.
Lead Agency(s): Forsman & Bodenfors
Client / Brand: Visit Sweden
Effie Award(s): Gold
