Swedish Tourist Association: The Swedish Number

The Swedish Tourist Association (STF), a tourism promoter, used a phone app to connect with younger Swedes and convince them to join the STF by creating a worldwide phone number for them to promote Sweden.

Agency: INGO

Product Description

The Swedish Tourist Association (est. 1885), a member's organisation dedicated to promoting domestic tourism in Sweden, was on the brink of collapse in 2015. Memberships had plummeted 20% (60k people) and was projected to lose a further 10k in 2016. With no media budget and ambitious goals, we needed to

  1. Punch above our weight with PR,
  2. Engage a younger audience and
  3. Slow the membership decline by 25% to achieve revenue of EUR4,800,000

Objective of the Campaign

We first identified a new, younger target group, offering more long-term membership opportunities. Resonating with them was difficult as,...

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