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Spellbound by Sweden

Lions Awards (1)
Silver Lion : Radio & Audio
CLIENT
Visit Sweden
BRAND
Visit Sweden
REGION
Europe & UK
CATEGORY
Brand Experience
Creative Strategy
Media
Outdoor
PR
Radio & Audio
Titanium
INDUSTRY
Travel & Leisure
DESCRIPTION

Spellbound by Sweden is the world’s first travel campaign that attracts tourists by scaring them away, using audio to unlock a new dimension of a destination. While most destinations showcase beautiful views, Sweden tuned into a zeitgeist of mysticism and brought its mythology-steeped nature to life in a haunting audio experience, co-created with iconic horror writer John Ajvide Lindqvist. Geo-locked to Swedish forests, the audio adventure lured visitors and journalists onto an eerie journey, deeper and deeper into the unknown, resulting in 1000+ articles across the globe and a significant rise in travel intent in key markets.

AGENCIES
Prime Weber Shandwick Stockholm