Commissioned by Stua and in collaboration with Sörmland’s municipalities, we created a playful test during the beginning of the pandemic to influence Sörmlanders to tour locally. The long-term goal was to get more people to discover the region’s castles and thereby become good ambassadors for Sörmland – Sweden’s Castle Destination.

A digital test matches the user’s personality and interests with the castle that suits them best. In other words, step by step, the user lands on the experience that they will appreciate the most. From here, you can easily share your favorite castle on social media.

The test on slottssafari.se has been disseminated digitally via social media competitions, email marketing, tourist brochures, editorial content, tourist maps and DR mailings.

After a successful launch of Slottssafari in 2020, the project has now entered a new phase where the function and concept of Slottssafari is well established in Sörmland. To date, over 12 000 tests have been carried out. What started as a campaign has now become an established guide used to plan what family and friends will do during weekends, holidays and vacations.