Sweden (not Switzerland)
Summary: It can be challenging to be an under-the-radar destination in northern Scandinavia, competing for international traveler’s against some of the world’s top travel destinations. With a very, very limited budget, Sweden needed to think differently. Many global traveler lacked a clear image of Sweden—50% even confused it with a completely different country, Switzerland. While Switzerland represents traditional luxury, Sweden offers a more modern form of luxury: the freedom to roam and embrace liberal values. 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): Silver
