Urban Nature Urban experiences in Sweden A theme to position Sweden as a destination for international travellers. Position and definition 2 Supply and demand 3 Communication 4 Tonality 5 Keywords/References 6
Position and definition Sweden as a destination nature and creativity: Sweden is a place of harmony and innovation, with space for everyone to develop their interests and creativity. The relaxed atmosphere and vast, accessible nature, even in the cities, offer space for active challenges as well as relaxation and new thinking. It s a modern country with strong traditions of equality, peace and a simple, natural lifestyle that goes hand in hand with curiosity, playfulness and creativity. Urban Nature definition: Urban life in Swedish cities provides a unique combination of dynamic creativity and a harmonious, natural lifestyle. This theme summarises the unique aspects of experiences in the Swedish cities of Stockholm, Gothenburg and Malmö. segment: DINKs primary segment travel type: Citybreak with a focus on experiences in Sweden s major cities. Short, intensive trips, up to three days. How the Urban Nature theme ties in with the brand platform for Sweden: Packaging and communicating the dynamic balance between urban trendy creativity and peaceful, natural harmony. Sweden s unique characteristics are formulated in four core values. The combination of our core values contains a built-in dynamic, a tension. Innovative and Open represent modernity, energy and drive. Authentic and Caring represent peace, quiet and reflection. We refer to this dynamic as dynamic balance. These core values and this dynamic balance describe the Swedishness created by our themes. Creativity News value/new developments Trends Cutting edge Atmosphere/vibe Innovative Open Position: Progressive Caring Authentic Dynamic balance Harmony Simplicity Natural/close to nature Small-scale Progressiveness: Progress (core values innovative and open) that respects the conditions of people and the environment (core values authentic and caring). 2
Supply and demand Urban Nature experiences Which ingredients are required to create a competitive experience that attracts the visitor? The plus sign shows that the combination of both sides makes the experience unique, full of dynamic balance. Here are a few examples. open. innovative. The dynamic, innovative, trendy and creative side of Sweden s cities and people. Design shopping, shopping in general Restaurants with special character (design, innovative, a story) Exhibits, museums and galleries Atmosphere/vibe Urban environments caring. authentic. The harmonious, natural and simple side of Sweden s cities. Nature right around the corner Easy to get around, manageable Small scale and harmonious Open minded, curious people Sustainability supply: destinations/products Urban Nature Swedish Lifestyle Natural Playground Vitalised Meetings visit sweden message Relationship marketing Analogue marketing Digital marketing Public Relations demand The global traveller DINK WHOP Active Family The global company What is in demand? demand, in general: Seek urban environments with plenty of choice Seek classic city break experiences like restaurants, museums, shopping DINKs (main segment): Want news value and good stories to tell Experience the atmosphere Relaxation Food and drink Maximise their experience a lot in a short time rather than in-depth experiences Active Family (potential analysis required): Mainly families with older children, from 10 years old Interested in classic city break experiences Focus on seeing and experiencing more than playing and being active WHOPs (potential analysis required): WHOPs with the same demands and motivation as DINKs. 3
Communication Communication people are an important part of the urban nature theme*: stockholm trendy innovative, clean, fun Stockholmers represent trendiness and communication: well-educated, fun to be with, well-travelled, open-minded, no car, enjoys being out, self-detached but respectful, pragmatic. gothenburg (plus) cosy, relaxed, ocean, alternative Gothenburg is represented by people with a relaxed sense of humour and openness: west-coast cosy, café culture, enjoy life, sailing, music scene. malmö (plus scania) meetings, possibilities, diversity People in Malmö convey an alternative, relaxed and multicultural feeling. Place special focus on: Interesting new developments, news value. Follow local trends in the three cities. They change constantly. We need informers who are right on top of things! Based on local events and trends in the marketplace, get involved in debates, anything that creates contact with the segment here and now, trends. Participate from a progressive perspective. We need intelligence in the various markets as well. High-impact stories, enable travel to tell about people and places. People and their personalities must play an important role. What should we highlight? To ensure that every campaign strengthens Sweden s position as a destination we need discussion and analysis of the following questions: Who is the target group in the selected market, and what appeals to them? What drives them? Which experiences do we have that appeal to the selected target group? Which people will the target group members meet? What can they do, see, experience? Use the description of the Urban Nature theme. Based on the competition, what can we highlight that is unique? Which possible icons or unusual experiences can we use to position the place and how can these icons be communicated with a dynamic balance? *) Information for Stockholm and Gothenburg is based on workshops with SVB and Göteborg & Co. Information for Malmö is based on Malmö s brand platform. keep in mind: Urban Nature in the city isn t about outdoor life in the city, it s about harmony and natural experiences as a unique added value to a classic citybreak. This theme isn t excessively keen or prim. Urban Nature shouldn t be used for other cities than Stockholm, Gothenburg or Malmö. 4
Tonality Tonality: how it can strengthen the message. good examples: Stockholm The Musical: imaginative, ironic re: British prejudices about Sweden, engages in a personal way. www.stockholmthemusical.com inspiration tonality: Foux de fa fa/flight of the Concords: : Example of a tonality that is slightly ironic, humorous, playful and cosy: http://www.youtube.com/ watch?v=x5hrugfhsxo It s important that communication solutions show respect for the recipient and get attention, create a buzz, generate sympathy and lead to action. checklist, tonality: authentic: Humor, self-detachment, self-irony. innovative: Imaginative, visionary, playful, unexpected. caring: Dialogue, human contact, personal and direct, warm and secure. open: Curiosity, humbly bold with a twinkle in the eye. Norrlands Guld: Tone of voice is cosy, kind, warm, genuine but also crazily unexpected and humorous. http://www.youtube.com/ watch?v=wbp6scj6d38 5
Keywords explained/references Keywords explained harmonious lifestyle the word harmony refers to peace of mind and balance in unity with the surroundings (the place and the people). An uncomplicated/simple and comfortable life, an almost cosy small-scaleness. Proximity to nature everywhere, which affects the mood. Relaxed lifestyle more street style than suits. creativity/space for creativity finding new, creative expressions, getting new impulses, space for new ideas, impulses and trends, different lifestyles and cultures. Creativity also means being able to break with your usual ways of thinking and behaving. Seeing the world from another perspective can create space for innovation. Diversity. Non-hierarchy. Trust. Playfulness, playful environment. creative expressions in Swedish cities Sweden is renowned for modern design which is typically functional and clean. Creative expressions we focus on are furniture design, eco-design, Swedish fashion, club music, restaurants, bars and cafés. A vision for Swedish design has long been a democratic desire to enhance the quality of life, both physically, intellectually and emotionally, of many people. the people a key part of the travelling experience is meeting the locals. This segment seeks what is new, and it s often through encounters with new people that they get new perspectives, new ideas and experiences, as well as something to tell about when they get home. Both by talking to the people and by observing how they behave, dress, their habits and their lives. Swedes are different depending on what region they come from, and it s worth highlighting the local personality type. People in Sweden s large cities vary too, and this is relevant to the Urban Nature theme as well. In workshops in various cities we have distinguished the following personalities in the cities: Gothenburg people are open, with a relaxed sense of humour, Stockholmers are trendy and communicative, and Malmö residents have an alternative, relaxed, multicultural style. travel to tell having a new, exciting story to tell when you get home from your trip. In the DINKs segment, travel is part of how individuals position themselves, which sparks the search for unique, new experiences in relation to what is already known about other destinations. This is why the messages about the cities must not be static they must always include something new that attracts them. natural experiences in the city nature is an important part of the city, with a presence very close to the city centres. It s a central ingredient in the Swedes harmonious urban lifestyle. Nature is the best example of how to experience harmony in the city, complementing all of its classic attractions. Within the Urban Nature theme, nature must not dominate, turning a citybreak or shortbreak into an outdoor holiday (in a city). Rather the lovely natural experiences come as a bonus. They can take the form of outdoor cafés by the water, allotment gardens, expeditions, picnics, swimming downtown, long walks. Cafés and restaurants in park or waterfront locations. Museums, exhibitions, shopping, restaurants/food. Nothing overly keen or strenuous. atmosphere/vibe a unique combination of small scale, natural and on-trend. For DINKs, a big reason for travelling is to experience an atmosphere. small-scale easy to get around, manageable traffic. Green spaces, allotment gardens, cyclists. High level of trust between people. People have time to stop and chat. 6