Visit Sweden's horror-themed destination campaign: Spellbound by Sweden from 2022, has earned the creators of the campaign: communications agency Prime Weber Schandwick, a nomination for the Government's Export Award for Cultural and Creative Industries.
– That one of our communication partners is recognized by the Government through nomination for the export award for cultural and creative industries is incredibly gratifying and shows that tourism is an important export industry like other industries and we send our warmest congratulations to Prime Weber Shandwick, says Susanne Andersson, CEO of Visit Sweden.
Criteria for the export award for cultural and creative industries are awarded to actors who have set particularly good examples within their sub-sector and have contributed to strengthened internationalization, exports and who, in their activities, have contributed to making Sweden visible abroad.
The foundation for Visit Sweden's Spellbound campaign was laid back in 2019 – then the pandemic came. Visit Sweden saved the campaign idea, which was updated and renewed based on a new world situation, market situation and Visit Sweden's new brand promise for the travel destination Sweden.
Visit Sweden launched the horror-themed campaign through press and purchased media in its focus markets. During Halloween, the campaign was given extra prominence in the USA.
Visit Sweden's work resulted in a gross reach of approximately 1.3 billion people through approximately 924 published articles in the international press, posts and reactions in Visit Sweden's and others' social media channels, films, articles on Visit Sweden sites.
The press value alone for the campaign on Visit Sweden's focus markets is estimated to be approximately 250 times the investment for the state, that is, just for the published articles thanks to Visit Sweden's work.
In addition to the direct value of Visit Sweden's work, there is of course tourism's contribution to Swedish export value, to social development, a positive image of Sweden, and the attractiveness of places and regions that enable entrepreneurship and jobs throughout the country - far beyond tourism companies - what is sometimes called the tourism industry effect: Watch a film from the industry and employer organization VISITA
Visit Sweden markets the travel destination Sweden in 13 countries in 9 languages through its press work, its 15 social media channels and via 10 websites.
In 2023, the company carried out over 250 press and exhibition trips to Sweden, was behind 8,100 articles in the international press and arranged 3,400 business meetings.
Visit Sweden's marketing of Sweden reached a total of 2.7 billion people, on all continents.
The Government invested SEK 104.6 million in Visit Sweden 2023 and the PR work alone (the more than 8,100 articles) was valued at approximately SEK 2.5 billion, which corresponds to what it would cost to buy advertising space to reach the same number of people.
According to the press release.
