Swedish Tourist Association: The Swedish Number

This case study explains how Swedish Tourist Association (STF), which manages hotels and hostels across Sweden, increased membership sales in Sweden by helping people be more proud of their country and connecting them with people from abroad via a mobile app.

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...

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