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Draft:Sweden on Airbnb

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  • Comment: The information that the campaign existed might be added in a couple of sentences in Tourism in Sweden – I see no independent notability such that it would merit a standalong article. bonadea contributions talk 10:16, 26 August 2024 (UTC)

Sweden on Airbnb (Swedish: Sverige på Airbnb[1]) was a tourism campaign that put Sweden on Airbnb, by Forsman & Bodenfors and Visit Sweden.

History

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Jenny Kaiser contacted Tony Högqvist, a person in Airbnb; about the idea of the campaign in San Francisco, and Högqvist approved of the idea.[2]

Forsman & Bodenfors, and Visit Sweden opened the campaign on May 22, 2017.[3]

Overview

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The campaign made the country of Sweden be listed on Airbnb, and was based off the Swedish freedom to roam right.[4] (also known as Allemansrätt in Swedish.)[5][6] The budget of this campaign was $100,000.[7] There were 9 listings for different areas of the country, including:

Clicking the links for the listings leaded you to a link in Visit Sweden's website instead of actual listings on Airbnb.[12] The campaign was a part of Visit Sweden's initiative titled "Freedom to Roam."[13]

Reception

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The campaign had earned $9.7 million and 1.9M interactions on an advertisement.[7][2]

Searches about "Airbnbs in Sweden" grew up to 146% (relative to the previous year) because of the campaign. The growth of countries' searches are shown below:

Growth of searches about "Airbnbs in Sweden"
Country Growth of searches (in %)
The United States +584%
Germany +374%
Netherlands +214%
China +200%
Denmark +177%
Switzerland +90%[14]

Accolades

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List of awards and nominations
Year Award Category Result Ref.
2017 Eurobest Media Won[note 1] [15]
Clios Innovation Shortlisted [16]
2018 Cannes Lions: The Work Travel Shortlisted [17]
One Show Digital/Websites & Mobile Won[note 2] [18]

See also

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Notes

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  1. ^ Won Grand Prix.
  2. ^ Won Merit.

References

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  1. ^ Rågsjö-Thorell, Andreas (May 23, 2017). "Forsman & Bodenfors har lagt ut Sverige på Airbnb" [Forsman & Bodenfors has put Sweden on Airbnb]. Resumé (in Swedish). Retrieved August 25, 2024.
  2. ^ a b "Månadens pr, Maj-Augusti 2017" [PR of the month, May-August 2017]. Resumé (in Swedish). October 9, 2017. Retrieved August 26, 2024.
  3. ^ Benaim, Rachel Delia (May 30, 2017). "Sweden Just Put The Entire Country on Airbnb". The Weather Channel. Retrieved August 25, 2024.
  4. ^ Peltier, Dan (May 23, 2017). "Airbnb's Latest Role Is Destination Marketing for Sweden". Skift. Retrieved September 8, 2024.
  5. ^ Coffee, Patrick (May 22, 2017). "Sweden Just Listed Itself on Airbnb in Its Latest Inspired Tourism Stunt". Adweek. Retrieved August 25, 2024.
  6. ^ Millington, Alison (May 24, 2017). "Sweden has just listed the entire country on Airbnb". Business Insider. Retrieved August 25, 2024.
  7. ^ a b "Månadens kampanj Digitalt april-augusti 2017" [Digital Campaign of the Month: April-August 2017]. Resumé (in Swedish). September 26, 2017. Retrieved August 26, 2024.
  8. ^ Næss, Janne (May 23, 2017). "Sverige läggs ut gratis på Airbnb". Dagens Media (in Swedish). Retrieved August 25, 2024.
  9. ^ Beer, Jeff (May 23, 2017). "Sweden Has Listed The Entire Country On Airbnb". Fast Company. Retrieved August 25, 2024.
  10. ^ Holmin, Maria (May 25, 2017). "Hela landet Sverige på Airbnb". SVT Nyheter (in Swedish). Retrieved August 25, 2024.
  11. ^ Åberg, Roger (May 23, 2017). "Nu finns Sverige på Airbnb" [Sweden is now on Airbnb]. Feber (in Swedish).
  12. ^ Brant, Tom (May 23, 2017). "Sweden Lists Itself on Airbnb for Free". PCMag. Retrieved September 8, 2024.
  13. ^ "Visit Sweden lägger ut Sverige på Airbnb" (Press release) (in Swedish). Mynewsdesk. May 22, 2017. Retrieved August 26, 2024.
  14. ^ "Entire Sweden Listed On Airbnb Triggers The Growth Of Online Search Volume". D2-Analytics. 15 February 2021. Retrieved August 26, 2024.
  15. ^ "Sweden on Airbnb Awarded Grand Prix in Eurobest" (PDF). Visit Sweden. Retrieved August 25, 2024.
  16. ^ "Sweden on Airbnb". Clios. Retrieved August 25, 2024.
  17. ^ "SWEDEN ON AIRBNB". The Work. Retrieved August 25, 2024.
  18. ^ "SWEDEN ON AIRBNB". The One Club. Retrieved August 25, 2024.