VisitSweden’s 2012 brand campaign launches with glue Isobar using Instagram
VisitSweden is launching its 2012 campaign with glue Isobar, encouraging people in the UK to ‘live Swedish’ and take photos of themselves doing so, with the aim of tempting them to consider Sweden as a travel destination. By sharing the images of Instagram using the hashtag #LiveStockholm, #LiveSkane or #LiveGothenburg, entries will be collated and rated by the VisitSweden lifestyle ‘curators’on how ‘Swedish’ they are. The entry that best matches the character of the location is rewarded with a week’s trip to the destination where they can live the Swedish lifestyle for real. The curators, from Stockholm Gothenburg and the region of Skåne, will take it in turns to give their unique insight into the Swedish way of life, taking over the VisitSweden Facebook, Twitter, Instagram and Tumblr channels for a month each. Cissi Lindvall from Stockholm is the first curator. A campaign site liveswedish has also been developed by glueIsobar to collate and display all entries and provide more information on the campaign.