TitleSweden (not Switzerland)
Campaign Sweden (not Switzerland)
Advertiser Visit Sweden
Brand Visit Sweden
Date of First Broadcast/Publication 2023 / 10
Business Sector Destinations (Countries & Places)
Story With a large dose of humour, Sweden invited Switzerland to divide and clarify which country should talk about which value proposition to avoid further mix-ups. Sweden and Switzerland have things in common but there is a lot of things that sets us apart. By highlighting what assets that “belongs” to Sweden and what “belongs” to Switzerland, we put the benefits of Sweden in the spotlight. We simply came up with a clear proposal that we hope could end the confusion once and for all and show that Sweden is a destination of a different nature.
Philosophy After decades of confusion, Sweden is tired of being mixed up with Switzerland. And Switzerland is probably just as tired of being mixed up with Sweden. Global travelers, global leaders, the New York Stock Exchange, and event organizers have all done it. Even if several attempts to keep the two countries apart have been made over the years, none have been successful enough to end the confusion. To end the confusion, Visit Sweden, the Swedish tourist board, is now reaching out to their European friend in a new campaign. The ambition is to make a clear distinction between the two countries by deciding who talks about what. The first draft of the official settlement between Sweden and Switzerland has been presented and Visit Sweden is hopeful to get it signed – but is open to discussions. Sweden's plea is simple: “We will be able to communicate things like sandbanks, rooftops, and silence. Meanwhile, Switzerland will focus on banks, mountain tops, and loud noises.” The campaign is developed together with Forsman & Bodenfors. During the last years, Visit Sweden has developed a well-defined communication platform including brand strategy, communication strategy, and a brand concept together with Forsman & Bodenfors. This campaign is the result of the ongoing work to brand and market Sweden as a destination and is the first global activation launched under the long-term brand concept “A destination of a different nature”. The full proposition from the campaign can be read and signed at https://visitsweden.com/sweden-not-switzerland/ and hopefully, in the future, tourists will know that they are visiting Sweden (and not Switzerland).
Media Type Web Film
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