Case study: Campaign for VisitSweden GoStockholmGöteborg PANORAMA / 2013
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1 Case study: Campaign for VisitSweden GoStockholmGöteborg PANORAMA /
2 GoStockholmGöteborg Approach 2
3 The client VisitSweden is the communication company for Swedish experiences and destinations, and for the Sweden brand abroad. Its purpose is to strengthen the brand of Sweden as a destination from a common image of Sweden, and to increase the number of international visits and export value. 3
4 The objective Strengthen the positive image of Gothenburg and Stockholm as modern metropolises with an online campaign. address target group DINKS (Double Income No Kids) in Berlin generate high reach within the target group increase city trips to both destinations preserve balance between both cities through all our activities 4
5 The insights Relevant topics for Berlin DINKS are culture, music, arts, fashion, design, photography, and architecture Stockholm & Gothenburg are advanced in style and therefore especially appeal to the target group in Berlin (as well stylish, but not that much) Trips to both destinations promise inspiring impulses and an advance in knowledge 5
6 The strategy Promote the advance in culture of both cities Involve opinion leaders, especially travel bloggers in Berlin Build up an online community interested in travelling to Gothenburg and Stockholm 6
7 The execution Community Brand development tumblr blog Content produktion Events & Trips Bloggers Target group 7
8 GoStockholmGöteborg The Brand 8
9 The Brand: GoStockholmGöteborg Look & Feel Eye-catching Easygoing Fresh Puristic Informative Modern Inspirational Emotional Urban
10 The Brand: GoStockholmGöteborg Look & Feel
11 GoStockholmGöteborg The Platforms 11
12 The Platforms The tumblr blog URL: gostockholmgoeteborg.de Why tumblr? Due to its visual focus Popular blog format Easy way to interact with followers and share content
13 The Platforms What did we do on the blog? Articles covering relevant topics, suggesting events or places in both cities Geocoding of articles with Google Maps in order to create a digital travel guide Sweepstakes with special Swedish incentives Interview format Top 5 where Swedish artists list their top five locations in either Stockholm or Gothenburg Direct booking link to travel platform opodo.de
14 The Platforms GoStockholmGöteborg on vimeo
15 The Platforms GoStockholmGöteborg on flickr
16 GoStockholmGöteborg The Content 16
17 Blog Content Involving Swedish personalities via Top 5 series 17
18 Blog Content Spotlight on Swedish Music & Lifestyle 18
19 Blog Content Specials
20 Blog Content Additional value
21 Blog Content Timeline 2012 Les Mads Xmas Competition Klassresa Bloggertrip to Stockholm and Gothenburg ignant goes Stockholm Special: Berlin Festival Fika Söndag Midsommar: Photo Booth Blog Setup finding berlin goes Stockholm Elisabeth Rank: Trip to Stockholm ThisIsJaneWayne Competition: Winner Trip to Gothenburg Kick-Off Dinner March April May June July August September October November December
22 GoStockholmGöteborg Activities: Events & Trips 22
23 Activities: Events & Trips Dinner Event First Get-Togehter of Influencers 00
24 Klassresa Blogger-Trip to Stockholm und Gothenburg Objectives: establish and strengthen contacts to multipliers generate valuable content precisely reach the Berlin target group and audience Approach: Press trip as special live experience program covering most impressive spots for the travelers and target group Platform to spread the word about both cities as perfect travel destination
25 Klassresa Blogger-Contest via Facebook-App Shout Out to the blogosphere to apply for a spot on the Klassresa traveler list In addition to the 8 well-known bloggers and 2 media contacts, we looked for 2 other lifestyle bloggers who could join the trip by telling us why they should be one of the lucky ones to be part of the journey via blog post on their own blog Lots of people applied and we ve collected 15 suitable submissions to chose the winners from
26 Klassresa Well-known German influencers blogging for GoStockholmGoeteborg
27 Klassresa The influencers Zu erstellen
28 Klassresa #gogbg (pictures taken by bloggers)
29 Klassresa #gosthlm (pictures taken by bloggers)
30 Midsommar Photo Booth Cooperation with Berlin based event team Nordic by Nature based on their Midsommar event 2012 Interaction with Sweden fans via photo booth action and possibility to find the photographs online after the event
31 Further Blogger Trips Stockholm und Gothenburg Various Berlin bloggers traveled to Stockholm & Gothenburg to discover and capture the experience with stories, lots of fantastic photographs or videos
32 Year Roundup The photo booth As recap with an high impact and added value, we created a photo book with the renowned designer team of Hort. Included were photos and quotes from the blogs who visited Stockholm & Gothenburg throughout the year.
33 Year Roundup Fika Söndag The Event We organized an event at a popular location as perfect platform to introduce the book and moreover, to broaden the reach within the target group with focus on Stockholm and Gothenburg. At the same time, it was a great opportunity to inform the people about the blog and all other happenings throughout the year.
34 Year Roundup Fika Söndag PR Activities To spread the word about the event, we created a digital invitation and a signup form to contact relevant media contacts in Berlin to announce the event. Moreover, the involved bloggers wrote articles about the event, their adventures in Gothenburg and Stockholm and announced raffles to win one of the few exclusive books. In addition, we did blog prior to and after the event.
35 GoStockholmGöteborg Results 35
36 Blog Results When the blog started to gain more attention within the target group, the interactions increased and more and more reblogs or likes could be observed. Moreover, various people took the opportunity to get in touch with us to ask for location recommendations or other relevant travel topics Followers >400 Articles 1000 daily visitors 36
37 Social Media Development As part of all running campaigns in 2012 the interaction of social media channels Facebook, Twitter as well as tumblr blog and the combined activities amongst all other channels, a remarkable increase of fan base could be achieved. Progress on Facebook since start of all activities in March
38 PR Results Throughout the year we were able to accumulate millions of impressions and page visits with associated blogs. Moreover numerous photos and articles have been reblogged. 38
39 Feedback
40 Conclusion Within only nine months the campaign GoStockholmGöteborg managed to build up a growing and active community. The high quality content of the blog and the use of wellknown influencers generated high reach within the target group. The amount of followers and many interactions proved that the strategy was right: the focus on content, influencers and community was the right approach for making this campaign successful.
41 Credits We would like to thank our partners who helped to realise this campaign: Design of photo book: Hort Organisation of year round-up event and photography: Mit Vergnügen Event video: Urban Tree 41
42 42
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