Stua’s mission is to market Sörmland to foreign visitors. The strategy is to focus on what makes Sörmland unique: all the region’s castles and manor houses.
Most foreign tourists are found in Stockholm. But how do you get them to move on to Sörmland?
The simple approach was to sneak a sign up early one morning in one of Sweden’s most touristy places; Järntorget in Gamla Stan. A sign showing alternatives to the most obvious destination; Stockholm Castle. On the sign, we pointed out all the castles that are just outside the big city. And which is much more beautiful than Stockholm Castle.
The campaign was nominated for the Placebrander of the Year award, and after five years the sign (which cost SEK 2,000 to print) was taken down.