Sweden as a travel destination is a very small brand (the market share is 1%) with limited recourses for communication. Sweden needed to be repackaged in a very distinctive way to stand out from other destinations in a way that could create awareness and interest among US travellers as well as achieve global spread online.

To get people excited about Sweden and put a spotlight on the unique concept of the Freedom to Roam, we listed the whole country of Sweden on Airbnb. On the site people could browse through different listings – from Rönne å in the south, to Sarek in the north. All destinations came with their own specific descriptions and amenities; a lake became an infinity pool, a cliff

was a panoramic terrace and the moss on the ground turned into soft natural carpeting – just like a regular Airbnb listing. At the bottom, people could read through reviews and tips about each destination, written by previous visitors and people from the area.

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.