With our target group (travellers) in mind, we decided to present one of Sweden’s most popular tourist attractions, the great outdoors, in a way that makes Sweden different from other nature destinations. We used the Freedom to Roam, an 80-year- old Swedish right protected by the constitution that allows anyone to roam freely in Sweden’s nature. Every lake and mountaintop can be enjoyed as if they are yours – our

country is one big home. Since we knew our target group, we knew where

they hang out online. So we listed the entire country on Airbnb.

Together with Airbnb we created and built a special campaign site for Sweden on Airbnb where people could browse through different listings. All destinations had their own specific descriptions and amenities; a lake became an infinity pool and moss on the ground became carpeting – like a regular Airbnb listing.

We also produced a film where a Swedish man, Åke, invited the world to explore his 100 million acres accommodation.

To pave the way for the campaign we worked with different influencers who in one way or the other had a natural connection to freedom to roam: explorer Renata Chlumska, photographer Wisslaren; raincoat designer Alexander Stutterheim and tech profile Natalia Brzezinski, an American who used to live in Sweden.

We also produced content about freedom to roam, including an interview with an expert, which we published on Visit Sweden’s website.

Earned media: $9,7 million

Engagements: 1,7 million

Articles: 1691

Spread: 138 countries

Media impressions: 8,4 billion

Organic reach: 700% increase

Online conversation: 2346% increase

The campaign was launched on May 22nd 2017 and in July 2017 the number of booked hotel nights from the US increased by 45 % compared to the year before. A booking cycle in the US is 45 days.