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PANORAMA3000 | 2012 / 2013

Case study:

Campaign for VisitSweden

“GoStockholmGöteborg”

GoStockholmGöteborg

Approach

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VisitSweden is the communication company for Swedish experiences and destinations, and for the Sweden brand abroad. Its purpose is to strengthen the brand of Sweden as a destination from a common image of Sweden, and to increase the number of international visits and export value.

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The client

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Strengthen the positive image of Gothenburg and Stockholm as modern metropolises with an online campaign.

• address target group DINKS (Double Income No Kids) in Berlin

• generate high reach within the target group

• increase city trips to both destinations

• preserve balance between both cities through all our activities

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The objective

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• Relevant topics for Berlin DINKS are culture, music, arts, fashion, design, photography, and architecture

• Stockholm & Gothenburg are advanced in style and therefore especially appeal to the target group in Berlin (as well stylish, but not that much)

• Trips to both destinations promise inspiring impulses and an advance in knowledge

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The insights

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• Promote the “advance in culture” of both cities

• Involve opinion leaders, especially travel bloggers in Berlin

• Build up an online community interested in travelling to Gothenburg and Stockholm

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The strategy

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The execution

Brand development tumblr blog

Community

Target group

Events & Trips

Content produktion

Bloggers

GoStockholmGöteborg

The Brand

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The Brand: GoStockholmGöteborg

Modern

Puristic

Urban

Informative

Inspirational Emotional

Easygoing

Fresh

Eye-catching

Look & Feel

The Brand: GoStockholmGöteborg Look & Feel

GoStockholmGöteborg

The Platforms

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The Platforms The tumblr blog

URL: gostockholmgoeteborg.de

Why tumblr?

• Due to its visual focus

• Popular blog format

• Easy way to interact with

followers and share content

• Articles covering relevant topics, suggesting events or places in both cities

• Geocoding of articles with Google Maps in order to create a digital travel guide

• Sweepstakes with special Swedish incentives

• Interview format „Top 5“ where Swedish artists list their top five locations in either Stockholm or Gothenburg

• Direct booking link to travel platform opodo.de

The Platforms What did we do on the blog?

The Platforms GoStockholmGöteborg on vimeo

The Platforms GoStockholmGöteborg on flickr

GoStockholmGöteborg

The Content

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Blog Content

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Involving Swedish personalities via Top 5 series

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Blog Content

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Spotlight on Swedish Music & Lifestyle

Blog Content Specials

Blog Content Additional value

Blog Content Timeline 2012

Les Mads Xmas

Competition

March April May June July August September October November December

Fika Söndag

iGNANT goes Stockholm

Klassresa – Bloggertrip to Stockholm and

Gothenburg

Blog Setup Elisabeth Rank: Trip to

Stockholm

Special: Berlin Festival

Kick-Off Dinner

ThisIsJaneWayne Competition: Winner Trip to Gothenburg

finding berlin goes Stockholm

Midsommar: Photo Booth

GoStockholmGöteborg

Activities: Events & Trips

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Activities: Events & Trips Dinner Event – First Get-Togehter of Influencers

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Objectives:

• establish and strengthen contacts to multipliers

• generate valuable content

• precisely reach the Berlin target group and audience

Klassresa Blogger-Trip to Stockholm und Gothenburg

Approach:

• Press trip as special “live” experience

• program covering most impressive spots for the travelers and target group

• Platform to spread the word about both cities as perfect travel destination

• Shout Out to the blogosphere to apply for a spot on the Klassresa traveler list

• In addition to the 8 well-known bloggers and 2 media contacts, we looked for 2 other lifestyle bloggers who could join the trip by telling us why they should be one of the lucky ones to be part of the journey

• via blog post on their own blog

• Lots of people applied and we’ve collected 15 suitable submissions to chose the winners from

Klassresa Blogger-Contest via Facebook-App

Klassresa Well-known German influencers blogging for GoStockholmGoeteborg

Klassresa The influencers …

Zu erstellen

Klassresa #goGBG (pictures taken by bloggers)

Klassresa #goSTHLM (pictures taken by bloggers)

• Cooperation with Berlin based event team Nordic by Nature based on their Midsommar event 2012

• Interaction with Sweden fans via photo booth action and possibility to find the photographs online after the event

Midsommar Photo Booth

Various Berlin bloggers traveled to Stockholm & Gothenburg to discover and capture the experience with stories, lots of fantastic photographs or videos

Further Blogger Trips Stockholm und Gothenburg

As recap with an high impact and added value, we created a photo book with the renowned designer team of Hort. Included were photos and quotes from the blogs who visited Stockholm & Gothenburg throughout the year.

Year Roundup The photo booth

The Event

We organized an event at a popular location as perfect platform to introduce the book and moreover, to broaden the reach within the target group with focus on Stockholm and Gothenburg.

At the same time, it was a great opportunity to inform the people about the blog and all other happenings throughout the year.

Year Roundup Fika Söndag

PR Activities

To spread the word about the event, we created a digital invitation and a signup form to contact relevant media contacts in Berlin to announce the event.

Moreover, the involved bloggers wrote articles about the event, their adventures in Gothenburg and Stockholm and announced raffles to win one of the few exclusive books.

In addition, we did blog prior to and after the event.

Year Roundup Fika Söndag

GoStockholmGöteborg

Results

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When the blog started to gain more attention within the target group, the interactions increased and more and more reblogs or likes could be observed. Moreover, various people took the opportunity to get in touch with us to ask for location recommendations or other relevant travel topics.

Blog Results

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1700 Followers

>400 Articles 1000 daily visitors

As part of all running campaigns in 2012 the interaction of social media channels– Facebook, Twitter as well as tumblr blog – and the combined activities amongst all other channels, a remarkable increase of fan base could be achieved.

Progress on Facebook since start of all activities in March 2012

Social Media Development

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Throughout the year we were able to accumulate millions of impressions and page visits with associated blogs. Moreover numerous photos and articles have been reblogged.

PR Results

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Feedback

Within only nine months the campaign „GoStockholmGöteborg“ managed to build up a growing and active community.

The high quality content of the blog and the use of well-known influencers generated high reach within the target group.

The amount of followers and many interactions proved that the strategy was right: the focus on content, influencers and community was the right approach for making this campaign successful.

Conclusion

Credits

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We would like to thank our partners who helped to realise this campaign: • Design of photo book: Hort • Organisation of year round-up event and photography: Mit Vergnügen • Event video: Urban Tree

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