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2023 One Show - Public Relations


Agency Prime Weber Shandwick / Stockholm + Visit Sweden / Stockholm

Client Visit Sweden


Digital & Online

Annual ID


About the Work

How do you promote a destination where there’s nothing to see? In a category defined by sight-seeing and Instagram moments, it was hard for Sweden to compete as a nature destination. To attract the modern seen-it-all done-it-all traveler, we needed to find a layer that could out-drama the Norwegian fjords, Icelandic volcanoes, and other epic nature destinations. While Swedish nature might not look exciting, there’s unseen drama hidden in the woods. It echoes with stories of mythological creatures and supernatural experiences – stories with a cultural moment. Astrology apps. TikTok witches. Fantasy blockbusters. Horror TV. The culturally explosive nature of anything mysterious offered an unexpected PR opportunity. The strategy was to ride on the dark wave and turn every rule of destination marketing upside down: from sight-seeing to feeling, from Trip Advisor to Trippy, from nature to supernatural. Together with renowned horror writer John Ajvide Lindqvist, we created a haunting audio-experience based on Swedish folklore – a modern horror-themed folk-saga that was uploaded on Spotify. By geo-locking it to the Swedish forests, we lured visitors onto an eerie journey, deeper and deeper into the woods. Halloween was the perfect launch moment. A short teaser became a media hook and got some of the world’s biggest outlets to amplify our message (Forbes, CNN, Thrillist and more). Some sent their reporters to Sweden and dared them to get the full experience. On Visit Sweden’s website, tourists could discover the best spots to experience the audio-adventure and learn about the myths and mystery of the Swedish woods. Fear attracts. The campaign spread beyond travel media and broke into lifestyle, entertainment, and news media globally – showing up in contexts most destination brands don’t. It was picked up by +500 outlets with a ~150M reach, reaching 80% of the target and increasing their awareness substantially (+16%).


2023 Awards

Total Points: 3




Prime Weber Shandwick / Stockholm
Weber Shandwick / New York

Client / Brand

Visit Sweden / Stockholm

Art Director

Felix Holfve

Chief Creative Officer

Angela Mears

Chief Marketing Officer

Nils Persson

Creative Director

Hanna Belander
Petter Lublin


Marcus Svanberg

Motion Designer

Alex Zeeman


Johan Wennerström

Social Media Manager

Anna Hjerdin

Chief Executive Officer

Jennie Missuna

Global Chief Creative Officer

Tom Beckman

Project Manager

Cecilia von Beetzen
Elisabeth Avrotin
Helena Salomonson
Lisa Voltaire

Senior Designer

Kalle Mattsson

Activation Specialist

Maja Ekman

Brand manager

Robert Hedlund

Chief strategy Officer

Amanda Engström

Client Lead

Malin Severin

Digital & Content Specialist

Fredrick Lewandowski

Director Platform Strategy

Kareya Saleh

Executive Vice President Influence

Mananya Komorowski

Executive Vice President Media Relations

Meaghan Jones Koppel

Film producer

Samuel Hahn

Head of Insight

Edward Boëthius

Head of PR

Viveca Burkhardt

Head of Web/SoME

Malin Careliusen

Junior Associate Influence

Matthew Keith

Manager Media Relations

Hannah Jones

PR Coordinator

Ella Stork

PR Specialist

Daniel Wahlström
Elin Dahlstedt

Production Manager

Johan Falkman
Maja Lobas

Site Manager

Helena Lundberg

Vice President Production

Kirsten Slotten

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