On behalf of 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. Through a digital test, the user’s personality and interests are matched with the castle that suits them best. In other words, step by step, the user lands on exactly the experience they will appreciate the most. From here, they can easily share their favorite castle on social media. The test on slottssafari.se has been spread 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. Today, over 9000 tests have been conducted. What started as a campaign has now become an established guide that is used to plan what family and friends should do during weekends, holidays and vacations.
How do you create strong local ambassadors for Sweden’s Castle Destination and at the same time get more visitors to experience the castles of Sörmland? On behalf of Stua and in collaboration with Sörmland’s municipalities, we created a playful test and coined the term Castle Safari. Through a number of questions, you can now easily find out which is your favorite castle, a place you just HAVE to visit!
Have you played slot bingo? An entertaining way to experience the castles of Sörmland. The Slottsbingo-talon landed in the mailboxes of 17,000 summer homes but can of course also be downloaded digitally.
#slottssafari
Of course, through a competition, we encourage visitors to tag their pictures to increase the spread in social media. This strengthens both the concept of castle safaris and Sörmland as Sweden’s castle destination.
