The Challenge
The Swedish tourist association, STF, is one of Sweden’s oldest associations. No other organization has so many hostels, mountain cabins and hotels that makes it possible to discover Sweden. STF is a non-profit organization and have to rely on its members to survive. One of the organizations biggest challenges is to reach the younger audience.
The soulution
We created Folk costume 2.0 – a competition together with the most respected design schools, an activity where we created 25 new and updated folk costumes, one for every province.
The result
Folk costume 2.0 generated 19 features on national television 721 minutes on national radio and over 200 articles . It gave a PR value worth over 18 million Swedish crowns in only traditional media and a media coverage on more than 14 million , Sweden have 9 million inhabitants. On the net the hits went from 2 to 278 000 in 4 weeks. The visitors on STF s site reached all time high with 600 000 unique visitors in august. The activity generated a return of investment with 3500 %.
