The Swedish Number Tourism Campaign

The "Swedish Number" tourism campaign was a unique and innovative initiative launched by Sweden in 2016 to promote tourism and foster cultural exchange.

Campaign Concept: The Swedish Number campaign aimed to connect people from around the world directly with random Swedish citizens via a phone number. The idea was to allow anyone to call this number and have a conversation with a Swede, effectively making the entire country a "tourist information hotline."

Promotion: Sweden's tourism board heavily promoted the campaign through various channels, including social media, traditional media, and tourism websites. The campaign generated significant buzz due to its novel approach.

Cultural Exchange: The campaign's goal was not just to promote tourism but also to facilitate cultural exchange. Callers could ask Swedes about anything they were curious about, from Swedish culture and traditions to travel tips and local insights.

Unfiltered Conversations: The campaign encouraged unfiltered and genuine conversations, emphasizing that the Swedes receiving the calls were not scripted or rehearsed, which added an element of authenticity to the interactions.

Positive Impact: The Swedish Number campaign generated positive global media coverage and sparked thousands of calls from people around the world who were curious about Sweden and its people.

Legacy: While the campaign was initially intended to be temporary, it left a lasting impact on how countries approach tourism promotion, highlighting the potential of unconventional and interactive approaches to engage with potential visitors.

The "Swedish Number" campaign successfully promoted Sweden as a tourist destination while fostering cultural exchange and dialogue between people from different countries. It's an example of a creative and interactive tourism campaign that went beyond traditional marketing methods to engage and connect with a global audience.