In an inspired and interesting move, the Swedish tourism board “Visit Sweden” has created a new ad with online home/room-renting marketplace Airbnb.
Visitors of Airbnb’s website who search for locations in Sweden can now have the ability to rent locations such as a “Rocky Island in the Stockholm Archipelago” or “Rustic Forest Retreat in Vintage Style.”
The ad shows the various spectacular views and locations you can visit; according to Åke whose home is the country, and speaks for the 10 million people he shares it with, sort of. The ad is beautiful, sweeping over picturesque landscapes and calm waters; it is an example of how simplistic yet effective travel advertising could be.
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The campaign focuses on the actual Swedish law of “Allemansrätt,” which means the right of public access. This real-life law states that all people are allowed a wide range of rights that makes the country available to all people.
According to Visit Sweden’s website,
“It is somewhat more detailed in its own section of the law. Breaking it down, here is how it goes:
- You are allowed to access any land, except private residences, the immediate vicinity (70 meters) of a dwelling house and cultivated land.
- You can put up a tent.
- Campfires are allowed.
- You are allowed to collect flowers, mushrooms and berries.
- Driving on private roads is allowed unless there’s a sign saying otherwise.
- Swimming in lakes is allowed.
- You can access any beach as long as you stay away from private residences.
- You are allowed to catch fish in the five big lakes and along the entire coastline.”
Hello, Sweden speaking: constant openness!
This is not the first time that the Swedish government has sponsored advertising focused on their actual legal laws.
Last year, the “Call a Swede” or “The Swedish Number” campaign became an instant sensation in both the market place and in marketing circles. The campaign was released with a 1:30 minute ad that introduced us to the world’s first ever country to have a phone number.
Magnus Ling, general secretary and CEO of the Swedish Tourist Association, said in a statement to Adweek in 2016. “”We are making Sweden the first country in the world with its own phone number and giving our fellow Swedes the opportunity to answer the calls, express themselves and share their views, whatever they might be” and “to show the real Sweden—a unique country worth visiting with the right of public access, sustainable tourism and a rich cultural heritage. With ‘The Swedish Number,’ our goal is to create more pride and knowledge about Sweden, both nationally and internationally.””
Calling the phone number would connect callers to a random Swedish person, living anywhere in Sweden. The country or agency had no control over what people would say, and there was no background check on people, all someone had to do was add their phone number to an app.
The campaign focused on the 250-year anniversary of Sweden’s abolishment of censorship in the country, being the first country ever to do so. The campaign was created to celebrate the country’s press and individual freedoms, the same laws that was the focus of their campaign, “Curators of Sweden,” that included giving the country’s official twitter account to a random Swede per week.
The country and agencies behind the stunts definitely have the advantage of having such laws to entice visitors to come and increase tourism, but many countries could benefit from pushing forward with unconventional campaigns.
With Ramadan coming up, Google searches for travel increases. It could be an opportunity that Egyptian authorities could use to attract other Gulf countries and Muslims around the world to Egyptian locations and attractions.