Germany’s proximity to South Sweden makes it an important market to the region of Småland and Öland. The destination needed a local lead-agency to help them increase its visibility as an all-year round destination and raise awareness of what the destination has to offer in the German market. 

To reach these main targets EHRENBERG SØRENSEN Kommunikation created an all-encompassing multi-channel concept including PR, marketing, and online activities on the German market.

Through a kick-off workshop with the client, we defined precise target groups and themes, that would be the cornerstones of our integrated communications strategy. Småland and Öland were specifically looking to promote four different main themes: Outdoor/nature, family-friendly holidays, culture, and culinary with sustainability as a subtheme. Every above-mentioned topic had specific target groups which again were defined by suitable channels.

The strategy included PR activities such as press releases, media visits (individual and group), influencer collaborations, a proactive press office and brand cooperations. Digital activities, amongst others, included strategic content planning, editorial content posting plus community management on their social media channels. EHRENBERG SØRENSEN Kommunikation also established and operates the German Instagram account for Småland and Öland. Furthermore, online ads were being created and displayed on social media platforms such as Instagram, Facebook and Google with the ultimate goal to inspire the German consumer.