Advertiser: Swedish Tourist AssociationAgency: INGOCountry: Sweden
Objectives
Commercial
Achieve a revenue of 45.140.000 SEK during 2016, from membership fees.
Slow down the decline in memberships by 25%.
Marketing
Increase membership to STF, specifically achieving at least 5% increase in penetration, specifically amongst the new core target of Swedish 18-49 year-olds.
Communications
Brand rejuvenation and re-appraisal of STF for a younger target audience by driving more interest in Sweden and its nature, crucially by rapidly developing international awareness in Sweden as a country and travel destination.
Strategy
The Swedish Tourist Association (STF) was founded in 1885...