“For the last ten years Four Communications has been an invaluable support for the campaign work of Visit Sweden in the UK. As a small team here in London it would be impossible for us to achieve the success we do were it not for the tenacity, energy, enthusiasm and professionalism of Four as partners with us. We greatly appreciate and value their work.” – Stephen Robertshaw, PR manager Visit Sweden.
Four looked to deliver a refreshed brand proposition for Visit Sweden’s UK marketing strategy through analysing prior audience research to reflect new digital insights patterns and changing consumer journeys.
Planning and Thinking
Four analysed the Visit Sweden brand strategy and existing consumer research. We found that curious travellers were likely to have the greatest interest in a holiday in Sweden. The strategy showed that this audience group would actively seek destinations that are yet to be seen as ‘mass market’. This group is difficult to reach through traditional media.
A new branding toolkit was developed to appeal to the curious traveller’s need to self-identify as visiting somewhere a bit different. This group needed guidance from influential third parties rather than Sweden itself.
Brand guidelines were then used to target and brief a series of carefully selected influencers to visit Sweden on earned or paid campaigns. Influencer assets and interviews were used on the client’s website and in digital marketing campaigns. One video alone achieved more than one million views.
Adapting and Learning
We were aware that a large proportion of curious travellers booked holidays independently. We implemented an innovative new traveller tracking service. When we run social or programmatic advertising we are able to utilise a new service called Footprints. This tracks whether people who have digitally been exposed to our marketing and engaged with it then arrive in the destination. This innovative tracking service meant:
- We could show Sweden how many people who engaged with social or programmatic advertising then arrived in the destination
- We could identify where these individuals travelled to within a destination for regional dispersal
- We were also able to determine which content was most effective at inspiring visitors, and which content inspired specific age groups