Sweden on Airbnb
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Sweden on Airbnb (Template:Langx[1]) was a tourism campaign that put Sweden on Airbnb, by Forsman & Bodenfors and Visit Sweden.
History[edit]
Jenny Kaiser contacted Tony Högqvist, a person in Airbnb; about the idea of the campaign in San Francisco, and Högqvist approved of the idea.[2]
Forsman & Bodenfors, and Visit Sweden opened the campaign on May 22, 2017.[3]
Overview[edit]
The campaign made the country of Sweden be listed on Airbnb, and was based off the Swedish freedom to roam right.[4] (also known as Allemansrätt in Swedish.)[5][6] The budget of this campaign was $100,000.[7] There were 9 listings for different areas of the country, including:
- a nature reserve named "Båtstadknallen" located in Värmland,[8]
- a cliff near the Skuleskogen National Park,[9]
- a beach in Vamlingbo,
- a forest made out of Beech trees inside Scania,[10]
- an island called "Braka,"
- a river bank in Enafors.[11]
Clicking the links for the listings leaded you to a link in Visit Sweden's website instead of actual listings on Airbnb.[12] The campaign was a part of Visit Sweden's initiative titled "Freedom to Roam."[13]
Reception[edit]
The campaign had earned $9.7 million and 1.9M interactions on an advertisement.[7][2]
Searches about "Airbnbs in Sweden" grew up to 146% (relative to the previous year) because of the campaign. The growth of countries' searches are shown below:
| Country | Growth of searches (in %) |
|---|---|
| The United States | +584% |
| Germany | +374% |
| Netherlands | +214% |
| China | +200% |
| Denmark | +177% |
| Switzerland | +90%[14] |
Accolades[edit]
| Year | Award | Category | Result | Ref. |
|---|---|---|---|---|
| 2017 | Eurobest | Media | Won[note 1] | [15] |
| Clios | Innovation | Shortlisted | [16] | |
| 2018 | Cannes Lions: The Work | Travel | Shortlisted | [17] |
| One Show | Digital/Websites & Mobile | Won[note 2] | [18] |
See also[edit]
Notes[edit]
References[edit]
- ↑ Rågsjö-Thorell, Andreas (May 23, 2017). "Forsman & Bodenfors har lagt ut Sverige på Airbnb" [Forsman & Bodenfors has put Sweden on Airbnb]. Resumé (in svenska). Retrieved August 25, 2024.
- ↑ 2.0 2.1 "Månadens pr, Maj-Augusti 2017" [PR of the month, May-August 2017]. Resumé (in svenska). October 9, 2017. Retrieved August 26, 2024.
- ↑ Benaim, Rachel Delia (May 30, 2017). "Sweden Just Put The Entire Country on Airbnb". The Weather Channel. Retrieved August 25, 2024.
- ↑ Peltier, Dan (May 23, 2017). "Airbnb's Latest Role Is Destination Marketing for Sweden". Skift. Retrieved September 8, 2024.
- ↑ Coffee, Patrick (May 22, 2017). "Sweden Just Listed Itself on Airbnb in Its Latest Inspired Tourism Stunt". Adweek. Retrieved August 25, 2024.
- ↑ Millington, Alison (May 24, 2017). "Sweden has just listed the entire country on Airbnb". Business Insider. Retrieved August 25, 2024.
- ↑ 7.0 7.1 "Månadens kampanj Digitalt april-augusti 2017" [Digital Campaign of the Month: April-August 2017]. Resumé (in svenska). September 26, 2017. Retrieved August 26, 2024.
- ↑ Næss, Janne (May 23, 2017). "Sverige läggs ut gratis på Airbnb". Dagens Media (in svenska). Retrieved August 25, 2024.
- ↑ Beer, Jeff (May 23, 2017). "Sweden Has Listed The Entire Country On Airbnb". Fast Company. Retrieved August 25, 2024.
- ↑ Holmin, Maria (May 25, 2017). "Hela landet Sverige på Airbnb". SVT Nyheter (in svenska). Retrieved August 25, 2024.
- ↑ Åberg, Roger (May 23, 2017). "Nu finns Sverige på Airbnb" [Sweden is now on Airbnb]. Feber (in svenska).
- ↑ Brant, Tom (May 23, 2017). "Sweden Lists Itself on Airbnb for Free". PCMag. Retrieved September 8, 2024.
- ↑ "Visit Sweden lägger ut Sverige på Airbnb" (Press release) (in svenska). Mynewsdesk. May 22, 2017. Retrieved August 26, 2024.
- ↑ "Entire Sweden Listed On Airbnb Triggers The Growth Of Online Search Volume". D2-Analytics. 15 February 2021. Retrieved August 26, 2024.
- ↑ "Sweden on Airbnb Awarded Grand Prix in Eurobest" (PDF). Visit Sweden. Retrieved August 25, 2024.
- ↑ "Sweden on Airbnb". Clios. Retrieved August 25, 2024.
- ↑ "SWEDEN ON AIRBNB". The Work. Retrieved August 25, 2024.
- ↑ "SWEDEN ON AIRBNB". The One Club. Retrieved August 25, 2024.
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