Introduction
VisitSweden wants to promote Middle Sweden as new outdoor destination for Dutch families.

Insight
Sweden is a great holiday destination, but more than that it’s an adventure land. A visit to Sweden is an experience for the whole family, for children as well as for parents who love the great outdoors.

Idea
Middle-Sweden is one big playground. We created a symbol for this as a huge wooden gateway to a ‘grown-ups’ playground. Along with the gate we created a manual with tips to help parents and children enjoy their adventure in Middle -Sweden.

Appliance
Guerilla (holiday exhibition), sample team, TVC, activation on the Discovery Channel (TVC), advertisements, Facebook, bannering, web campaign, manual, campaign  for playgrounds.