Goals and objectives
The primary objective of the campaign was to capture the attention of B.T. and Berlingske readers and position southern Sweden as an attractive holiday destination. The campaign aimed to inspire future travel by engaging readers with meaningful content that offered practical travel tips and destination guides. Additionally, the campaign sought to drive traffic to the websites of the regional tourism offices in southern Sweden through a collaborative effort with Berlingske Media.
Surprising Insights
While the campaign’s success was anticipated, the extent to which readers engaged with the content—both in terms of time spent and outbound clicks—was particularly notable. The high outbound link click rate (up to 21.4%) and strong reader survey responses underscored the campaign’s effectiveness in inspiring real travel interest and action.