Visit Sweden published the winners of the five islands that literally more than half the world competed for – at least in terms of where the competitors come from. 2,242 competition entries were submitted from 100 of the world's 195 countries (independent states, recognized by Sweden).
Visit Sweden, which globally markets Sweden as a tourist destination, launched a competition in February, Your Swedish Island, which would give the winner of the competition access to five fairly difficult to access, but accessible islands, open to the public to visit and set foot on.
The competition was inspired by the growing demand for privacy, nature and simplicity with the aim of creating global attention for Sweden as an attractive and sustainable destination, where nature, culture and lifestyle interact. The competition made it clear that Swedish nature experiences are accessible, can be isolated but always something that is shared, respected, protected and taken responsibility for together.
– The fact that people from over half the world's countries participated in the competition confirms that Sweden's nature and lifestyle arouse strong curiosity and a desire to travel. At the same time, we have been able to highlight the responsibility that comes with sharing our unique natural environments, says Susanne Andersson, CEO of Visit Sweden.
– The great international interest shows that Sweden responds well to a global longing for nature experiences, tranquility and authenticity, continues Susanne.
Visit Sweden's island competition – widely talked about
The competition and campaign have reached several million people. More than 1,850 newspaper articles have been published about Sweden and the competition in over 60 countries, where Sweden is framed as a destination with varied, accessible nature and the right of public access. A welcoming country for tourists, where nature plays a leading role and culture is a value system characterized by responsibility, respect, balance and long-term thinking.
– By packaging the fact that Sweden has the most islands in the world in a playful and unexpected way, we created great engagement and global distribution that shows how creative, idea-driven communication can help increase interest in Sweden as a travel destination, says Nils Persson, Marketing Manager at Visit Sweden.
Here are the winners:
Bronwen Bird from Canada: Storberget (Nynäshamn, Stockholm)
Eric Holmer from the USA: The babysitter (Norrtalje, Stockholm)
Miriam Wiskemann from Germany: Mars (Falkenberg, Halland)
Freek van Heertum and Eva Holleman from the Netherlands: Medbådan (Robertsfors, Västerbotten)
Jonathan Scyboz and Daniella Zarza Tapia from Switzerland: Thief's Island (Lidkoping, Vastra Gotaland)
See and read about all the winners and their competition entries here (link to Visit Sweden's Instagram)
The prize includes a trip to Sweden for two people, a diploma (a kind of certificate of victory) and information about the island you competed for. Also information about how to responsibly experience Swedish nature, including the right of public access. No winner is given ownership of any of the islands. The winners are expected, like others who move around in nature, to show consideration and respect.
The winners, who were selected by a jury from Visit Sweden, the Swedish Property Board and Prime Weber Shandwick, now decide for themselves when, within 12 months, they want to visit Sweden. Once in Sweden, they are responsible for organizing any island visits, based on their own circumstances.
The goal of campaigns and competitions of this kind is to reach many people through creativity and relevance. To attract journalists to want to talk about and visit Sweden, to get international tour operators interested in and want to package and sell trips to Sweden, to increase searches and Googling about the travel destination Sweden. To create something positive that is spread through social media. Through these campaigns, the brand and position of Sweden are strengthened.
More about the campaign and competition:
Here we describe the campaign: https://corporate.visitsweden.com/marknadsforing-av-sverige/kampanjer-och-utspel/your-swedish-island/
The official campaign and competition page: visitsweden.com/your-swedish-island/
