Digital
The Swedish Number
Swedish Tourist Association · 2016
- Agency
- INGO Stockholm
- Campaign
- The Swedish Number
Analysis
Sweden invited people abroad to call a number and speak to a randomly connected resident. This official image presents the number as the main attraction.
“THE SWEDISH NUMBER”
Direct contactResident voicesSimple invitation
Why it worked
The large number explains how to participate before the smaller text explains the idea. A real conversation offers a different view of the country from a prepared tourism message. Residents become the campaign’s speakers. The open invitation also gives callers a clear story to tell after their conversation.
Lesson
Give people direct access to the people behind the place you promote.
Image source
© Swedish Tourist Association. Shown for study and commentary.
Not affiliated with or endorsed by Swedish Tourist Association.