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Little Black Book, Tongue in cheek campaign from Forsman & Bodenfors seeks to make a clear distinction between the two countries by deciding who talks about what
Negative image of Sweden to be changed with a mix-up campaign. The confusion between Sweden and Switzerland is a problem that must be solved. Visit Sweden now wants to remedy this confusion with the global campaign "Welcome to Sweden (not Switzerland)". The campaign is being launched internationally in Germany, the United States, the UK and China. The aim is to make the destination Sweden visible, says Nils Persson at Visit Sweden to SVT Kulturnyheter, adding: "It's not a bad thing to be confused with Switzerland"
An immersive audio story experience encourages visitors to delve into the country's extensive forests.
Can a forest horror story lure more visitors to Sweden? Our writer goes into the woods to find out. Alone.
Sweden is celebrating the dramatic beauty and mystique of its forests with a spellbinding audio story that can only be accessed in the Swedish forest.