VisitSweden.com — the official brand to encourage travel and tourism in Sweden and Airbnb leagued together to trigger off a campaign to promote the country as a tourist destination. MDC Partners backed by Swedish Creative Agency, Forsman and Bodenfors unveiled the country’s Constitutional Principle, ‘Freedom to Roam’ by outspreading it beyond Sweden, to the entire world.
Airbnb is a well-known online marketplace enabling people to lease or rent accommodations around the world. Homestays is one service that makes it distinct from others. It caters to a vast group of tourists. Sweden was trying to tap on open-minded travelers and was able to share a similar target group with Airbnb at this level.
‘Allemansrätten’ which otherwise means ‘freedom to roam’ is a right bestowed on all the citizens of Sweden. It allows them to access any part of their country freely (except private residence or property). In return, all they ask to pay is respect. Declaring natural resources as their monument, Sweden liberates its public land and destinations to all its visitors and welcomes them to make their way in any part of their land without any boundaries. You could hike, camp and spend your time among huge mountains, nearby lakes, within deep forests and under the stars — all for free. You can even relish some of the yearly customs of picking up berries, mushrooms and flowers and relax in the ‘Swedish nature’.
To have a look at the destinations, visit this page on Airbnb.
The strategic development of the campaign has been done with the clear objective of uplifting the presence of both Swedish destinations and Airbnb in the tourism market. The idea of Sweden as a ‘home’ by promoting the constitutional principle ‘freedom to roam’ was able to align with the unique brand identity of Airbnb when compared with other tourism brands.
Unlike bureaucratic Governments of several other countries, Sweden presents an intelligent move by noticing web media as an excellent platform to promote its assets and destinations. Today, the audience conducts a huge amount of research and bookings through the online tourism platforms. Sweden smartly grabs this opportunity to target and fetch out its audience by teaming up with an International and renowned tourism brand.
To know more about Sweden, visit the official tourism and travel website of Sweden