We began our ongoing collaboration with Visit Estonia, Estonia’s official tourist board, in 2021. The key goals were to increase awareness of the destination and spark the desire among Swedish travellers to visit the country. 

Despite its geographical proximity to Sweden, Estonia was a relatively unknown destination for the majority of Swedes. In the beginning of the collaboration, an analysis was made, which showed that 58% of Swedes had never been to Estonia and that 30% would not go to Estonia for a weekend in the near future. 

We tackled the challenge by creating a year-round plan targeted at specific target groups containing selected PR activities such as press releases, press trips, press events and influencer collaborations. A major breakthrough in the cooperation came, when we took Estonia to Stockholm through a dinner event and connected representatives from Estonia with a long range of editors, journalists and influencers in Sweden.

To inspire and reach the right target group, we focused on Estonia’s three passion points: gastronomy, nature, and culture. We wanted to lift Estonia’s proximity to Sweden, more specifically to Stockholm, and portray Estonia as the modern, creative and unexpecting destination full of exiting contrasts – that it is.