In a few hours, over 260,000 Chinese people watched Visit Sweden's live stream of the northern lights in Norrland via the Chinese social platform WeChat's new video function Channel.
On February 1, Sweden's marketing company Visit Sweden livestreamed 13 hours of sparkling northern lights, from the Tree Hotel in Harads, Norrbotten, via the social platform WeChat's newly launched live broadcast initiative "WeChat Channels" in China.
The broadcast, which lasted between 3:00 PM and 4:00 AM Swedish time, featured both a commentator who talked about the northern lights and elements with tourist information from both Norrbotten and Sweden in general.
And happily, the northern lights showed their best side, crackling across the night sky for several hours.
”"This is one of the first activities from Visit Sweden's new marketing strategy and we will now increase activation and distribution via relevant and effective third-party channels to reach our target group," says Jenny Kaiser, Chief Officer Marketing Communications.
The purpose of the broadcast was to continue to maintain interest in Sweden as a tourist country even though it is not possible to travel here yet.
Whether there will be more live broadcasts of the northern lights in the future has not yet been decided.
