Background
Visit Sweden has a clear but challenging objective: with extremely limited funds, create global awareness about, and interest in, Sweden as a destination. This means that a campaign not only has to present appealing locations, but also be so interesting that media all over the world picks up the story. For this campaign, it was also important that we presented locations all across Sweden. The brief was to come up with and execute a global PR driven campaign (with The US, United Kingdom, Germany, and the Netherlands as main markets). The objectives were to generate global impact and present...