Andreas Cederlund joins as a key player in the team and will have an important role in positioning Sweden's Arctic destinations globally. Andreas most recently comes from the consultancy sector where he has worked with communication and marketing for, among others, Fjällräven and the culture festival Kiruna Kultura.
– We are very happy to welcome Andreas to our fantastic team. The tourism industry in Norrbotten has undergone a phenomenal development journey over the past 10 years. Its international position is strengthened every day and creates context for the county's tourism businesses. Andreas will play an important role in continuing to increase the desire to travel to Sweden's Arctic destinations, says Annika Fredriksson, CEO of Swedish Lapland Visitors Board.
In the role of Head of Promotion & PR, Andreas will work with the positioning and development of the destination brand through tactical marketing initiatives and active PR efforts. The goal is to engage and activate potential guests. With hundreds of press visits in recent years, Sweden's Arctic destination is coveted and has high news value among travel media worldwide – here Andreas has an important role in collaborating with international media players.
Back where it all began
Andreas, who was born and raised in Kiruna, moved away to study but then returned to work in marketing and communications at Björkliden Fjällby. Love later took him to Stockholm, but he has often returned to his home region, both privately and for work. During his 13 years as Head of Global Brand Experiences at Fjällräven, he was instrumental in taking the hiking event Fjällräven Classic abroad. Now he brings his experiences from the outdoor industry into his new role.
– The Swedish Lapland Visitors Board has been on my radar for many years and when this opportunity arose, it felt absolutely right. The region is very close to my heart; it feels like coming home, both professionally, mentally and physically. To inspire people to travel here and experience the people and the place is a privilege, says Andreas, continuing:
It is well-established that those who spend time in nature will make more conscious choices to preserve it, and if we can contribute to that, I'll be happy.
Uncertain global factors and increased interest in Arctic Sweden as a travel destination, where travel habits, patterns, and behaviours are changing rapidly, mean that marketing and communication efforts must constantly evolve.
– Andreas' experience will be a great asset to our continued development and our pursuit of being the Arctic's most responsible destination, says Annika Fredriksson.
According to the press release.
