The campaign by Forsman & Bodenfors is the latest in a string of creative efforts to boost Swedish tourism. At nearly 173,000 square miles, the country of Sweden is a little bit bigger than your average apartment or mountain house.
But true innovation knows no physical or virtual boundaries, and the official tourism group Visit Sweden proved that point this week by listing the entirety of Scandinavia’s largest country on Airbnb.
Curious globe-trotters with a penchant for fresh air can explore everything from the Smygehuk Headland at Sweden’s southern tip to the northernmost monuments of Three-Country Cairn, where Sweden meets its Norwegian and Finnish neighbors. This brilliant campaign by Forsman & Bodenfors, the formerly independent Gothenburg agency behind Volvo’s “Epic Split” campaign that was acquired by MDC Partners last year, wouldn’t really work without the freedom to roam.
Allemansrätt, which roughly translates to “the right of public access,” is an established part of Sweden’s constitution allowing both locals and visitors to access any land (with the obvious exception of private residences) within a certain distance of a “dwelling house” or farm plot.
“This right enables the Swedish people to experience nature and enjoy the beautiful Swedish wildlife,” said Visit Sweden U.S. manager Jenny […]