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11PANORAMA3000 | 2012 / 2013Case study:Campaign for VisitSweden“GoStockholmGöteborg”
GoStockholmGöteborgApproach22
VisitSweden is the communication company for Swedishexperiences and destinations, and for the Sweden brandabroad. Its purp...
Strengthen the positive image of Gothenburg andStockholm as modern metropolises with an onlinecampaign.• address target gr...
• Relevant topics for Berlin DINKS are culture, music, arts,fashion, design, photography, and architecture• Stockholm & Go...
• Promote the “advance in culture” of both cities• Involve opinion leaders, especially travel bloggers inBerlin• Build up ...
77The executionBranddevelopment tumblr blogCommunityTarget groupEvents & TripsContent produktionBloggers
GoStockholmGöteborgThe Brand88
The Brand: GoStockholmGöteborgModernPuristicUrbanInformativeInspirational EmotionalEasygoingFreshEye-catchingLook & Feel
The Brand: GoStockholmGöteborgLook & Feel
GoStockholmGöteborgThe Platforms1111
The PlatformsThe tumblr blogURL: gostockholmgoeteborg.deWhy tumblr?• Due to its visual focus• Popular blog format• Easy wa...
• Articles covering relevant topics, suggesting events orplaces in both cities• Geocoding of articles with Google Maps in ...
The PlatformsGoStockholmGöteborg on vimeo
The PlatformsGoStockholmGöteborg on flickr
GoStockholmGöteborgThe Content1616
17Blog Content17Involving Swedish personalities via Top 5 series
18Blog Content18Spotlight on Swedish Music & Lifestyle
Blog ContentSpecials
Blog ContentAdditional value
Blog ContentTimeline 2012Les MadsXmasCompetitionMarch April May June July August September October November DecemberFika S...
GoStockholmGöteborgActivities: Events & Trips2222
Activities: Events & TripsDinner Event – First Get-Togehter of Influencers00
Objectives:• establish and strengthen contacts tomultipliers• generate valuable content• precisely reach the Berlin target...
• Shout Out to the blogosphere to apply for a spot on theKlassresa traveler list• In addition to the 8 well-known bloggers...
KlassresaWell-known German influencers blogging for GoStockholmGoeteborg
KlassresaThe influencers …Zu erstellen
Klassresa #goGBG (pictures taken by bloggers)
Klassresa #goSTHLM (pictures taken by bloggers)
• Cooperation with Berlin based event team Nordic byNature based on their Midsommar event 2012• Interaction with Sweden fa...
Various Berlin bloggers traveled to Stockholm & Gothenburg to discover and capture theexperience with stories, lots of fan...
As recap with an high impact and added value, we created a photo book with therenowned designer team of Hort. Included wer...
The EventWe organized an event at a popular location as perfectplatform to introduce the book and moreover, to broadenthe ...
PR ActivitiesTo spread the word about the event, we created a digitalinvitation and a signup form to contact relevant medi...
GoStockholmGöteborgResults3535
When the blog started to gain more attention within the target group, the interactionsincreased and more and more reblogs ...
As part of all running campaigns in 2012 the interaction of social media channels–Facebook, Twitter as well as tumblr blog...
Throughout the year we were able toaccumulate millions of impressions andpage visits with associated blogs. Moreovernumero...
Feedback
Within only nine months the campaign„GoStockholmGöteborg“ managed to build up a growing andactive community.The high quali...
Credits4141We would like to thank our partners who helped to realise this campaign:• Design of photo book: Hort• Organisat...
4242
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VisitSweden - GoStockholmGöteborg (english version)

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VisitSweden - GoStockholmGöteborg (english version)

  1. 1. 11PANORAMA3000 | 2012 / 2013Case study:Campaign for VisitSweden“GoStockholmGöteborg”
  2. 2. GoStockholmGöteborgApproach22
  3. 3. VisitSweden is the communication company for Swedishexperiences and destinations, and for the Sweden brandabroad. Its purpose is to strengthen the brand of Sweden asa destination from a common image of Sweden, and toincrease the number of international visits and export value.3The client3
  4. 4. Strengthen the positive image of Gothenburg andStockholm as modern metropolises with an onlinecampaign.• address target group DINKS (Double Income No Kids) inBerlin• generate high reach within the target group• increase city trips to both destinations• preserve balance between both cities through all ouractivities4The objective4
  5. 5. • Relevant topics for Berlin DINKS are culture, music, arts,fashion, design, photography, and architecture• Stockholm & Gothenburg are advanced in style andtherefore especially appeal to the target group in Berlin(as well stylish, but not that much)• Trips to both destinations promise inspiring impulses andan advance in knowledge5The insights5
  6. 6. • Promote the “advance in culture” of both cities• Involve opinion leaders, especially travel bloggers inBerlin• Build up an online community interested in travelling toGothenburg and Stockholm6The strategy6
  7. 7. 77The executionBranddevelopment tumblr blogCommunityTarget groupEvents & TripsContent produktionBloggers
  8. 8. GoStockholmGöteborgThe Brand88
  9. 9. The Brand: GoStockholmGöteborgModernPuristicUrbanInformativeInspirational EmotionalEasygoingFreshEye-catchingLook & Feel
  10. 10. The Brand: GoStockholmGöteborgLook & Feel
  11. 11. GoStockholmGöteborgThe Platforms1111
  12. 12. The PlatformsThe tumblr blogURL: gostockholmgoeteborg.deWhy tumblr?• Due to its visual focus• Popular blog format• Easy way to interact withfollowers and share content
  13. 13. • Articles covering relevant topics, suggesting events orplaces in both cities• Geocoding of articles with Google Maps in order tocreate a digital travel guide• Sweepstakes with special Swedish incentives• Interview format „Top 5“ where Swedish artists list theirtop five locations in either Stockholm or Gothenburg• Direct booking link to travel platform opodo.deThe PlatformsWhat did we do on the blog?
  14. 14. The PlatformsGoStockholmGöteborg on vimeo
  15. 15. The PlatformsGoStockholmGöteborg on flickr
  16. 16. GoStockholmGöteborgThe Content1616
  17. 17. 17Blog Content17Involving Swedish personalities via Top 5 series
  18. 18. 18Blog Content18Spotlight on Swedish Music & Lifestyle
  19. 19. Blog ContentSpecials
  20. 20. Blog ContentAdditional value
  21. 21. Blog ContentTimeline 2012Les MadsXmasCompetitionMarch April May June July August September October November DecemberFika SöndagiGNANT goesStockholmKlassresa – Bloggertrip toStockholm andGothenburgBlog SetupElisabeth Rank: Trip toStockholmSpecial: Berlin FestivalKick-Off DinnerThisIsJaneWayneCompetition: WinnerTrip to Gothenburgfinding berlin goesStockholmMidsommar: PhotoBooth
  22. 22. GoStockholmGöteborgActivities: Events & Trips2222
  23. 23. Activities: Events & TripsDinner Event – First Get-Togehter of Influencers00
  24. 24. Objectives:• establish and strengthen contacts tomultipliers• generate valuable content• precisely reach the Berlin target groupand audienceKlassresaBlogger-Trip to Stockholm und GothenburgApproach:• Press trip as special “live” experience• program covering most impressive spotsfor the travelers and target group• Platform to spread the word about bothcities as perfect travel destination
  25. 25. • Shout Out to the blogosphere to apply for a spot on theKlassresa traveler list• In addition to the 8 well-known bloggers and 2 mediacontacts, we looked for 2 other lifestyle bloggers whocould join the trip by telling us why they should be one ofthe lucky ones to be part of the journey• via blog post on their own blog• Lots of people applied and we’ve collected 15 suitablesubmissions to chose the winners fromKlassresaBlogger-Contest via Facebook-App
  26. 26. KlassresaWell-known German influencers blogging for GoStockholmGoeteborg
  27. 27. KlassresaThe influencers …Zu erstellen
  28. 28. Klassresa #goGBG (pictures taken by bloggers)
  29. 29. Klassresa #goSTHLM (pictures taken by bloggers)
  30. 30. • Cooperation with Berlin based event team Nordic byNature based on their Midsommar event 2012• Interaction with Sweden fans via photo booth action andpossibility to find the photographs online after the eventMidsommarPhoto Booth
  31. 31. Various Berlin bloggers traveled to Stockholm & Gothenburg to discover and capture theexperience with stories, lots of fantastic photographs or videosFurther Blogger TripsStockholm und Gothenburg
  32. 32. As recap with an high impact and added value, we created a photo book with therenowned designer team of Hort. Included were photos and quotes from the blogs whovisited Stockholm & Gothenburg throughout the year.Year RoundupThe photo booth
  33. 33. The EventWe organized an event at a popular location as perfectplatform to introduce the book and moreover, to broadenthe reach within the target group with focus on Stockholmand Gothenburg.At the same time, it was a great opportunity to inform thepeople about the blog and all other happenings throughoutthe year.Year RoundupFika Söndag
  34. 34. PR ActivitiesTo spread the word about the event, we created a digitalinvitation and a signup form to contact relevant mediacontacts in Berlin to announce the event.Moreover, the involved bloggers wrote articles about theevent, their adventures in Gothenburg and Stockholm andannounced raffles to win one of the few exclusive books.In addition, we did blog prior to and after the event.Year RoundupFika Söndag
  35. 35. GoStockholmGöteborgResults3535
  36. 36. When the blog started to gain more attention within the target group, the interactionsincreased and more and more reblogs or likes could be observed.Moreover, various people took the opportunity to get in touch with us to ask for locationrecommendations or other relevant travel topics.Blog Results36361700 Followers>400 Articles1000 daily visitors
  37. 37. As part of all running campaigns in 2012 the interaction of social media channels–Facebook, Twitter as well as tumblr blog – and the combined activities amongst all otherchannels, a remarkable increase of fan base could be achieved.Progress on Facebook since start of all activities in March 2012Social Media Development3737
  38. 38. Throughout the year we were able toaccumulate millions of impressions andpage visits with associated blogs. Moreovernumerous photos and articles have beenreblogged.PR Results3838
  39. 39. Feedback
  40. 40. Within only nine months the campaign„GoStockholmGöteborg“ managed to build up a growing andactive community.The high quality content of the blog and the use of well-known influencers generated high reach within the targetgroup.The amount of followers and many interactions proved thatthe strategy was right: the focus on content, influencers andcommunity was the right approach for making this campaignsuccessful.Conclusion
  41. 41. Credits4141We would like to thank our partners who helped to realise this campaign:• Design of photo book: Hort• Organisation of year round-up event and photography: Mit Vergnügen• Event video: Urban Tree
  42. 42. 4242

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