The Swedish Tourism Board Visit Värmland wanted to promote Värmland as an amazing nature destination in Sweden, Denmark, and Germany but more so, they wanted to promote all of the tourism entrepreneurs that are the backbone of the destination. By doing so, the client could market the region as a summer destination and lengthen the tourism season, which was important. The main target group were younger, active and individual travelers who are interested in outdoor activities. 

To reach these specific travelers, EHRENBERG SØRENSEN Kommunikation developed cross-border synergies and created an influencer collaboration focusing on Visit Värmland’s biggest markets, Sweden, Denmark, and Germany. These markets are our core markets, that we specialize in which motivates a cross-border activation of this kind.

For the collaboration, five outdoor and active lifestyle influencers were selected and invited to try Värmland’s nature, accommodations, and gastronomical experiences. 

The influencers that were chosen for this campaign were all micro-influencers who tend to have a higher engagement rate and followers who feel like they are at the same level as the influencer – that trust and identify themselves with the influencer.

The purpose of the trip was to give exposure to the different stakeholders within the destination, by sharing inspiring digital content on the influencer’s Instagram accounts. Due to the influencers' brands, content, and genuine connection to their followers – this activity created a high engagement.