SUMMARY
In partnership with Airbnb, Visit Sweden has designed a sensitive, offbeat campaign to promote its wide-open spaces. The 450,000 km² of wilderness are showcased through a film and a dedicated Airbnb page where the "accommodations" offered are a beach or forest, the "terrace", a cliff, the "spa", the nearby lake etc. The aim is clearly to enhance the value of natural spaces by highlighting a Swedish specificity ("the freedom to roam") in order to attract nature lovers from all over the world, and in particular North American customers. For Airbnb, this is an opportunity to broaden its activities and try its hand at destination marketing.
"Sweden has no Eiffel Towers. No Niagara Falls or Big Bens. Not even a
little Sphinx. Sweden has something else - the freedom to roam. This is
our monument." Visit Sweden
Keywords: Airbnb, attractiveness, branding, co-branding, economic development, identity, image, affinity marketing, experiential marketing, inspirational marketing, promotion, tourism, Sweden, Europe.
Illustration : Visit Sweden x Airbnb
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