Visit Sweden
Project: The Swedish Prescription
Reframing a country as the must-have prescription
Visit Sweden turned Sweden into the first country in the world that could be prescribed by doctors. Developed with scientific support and activated through real physicians in multiple countries, the campaign made the idea both credible and actionable.
01The challenge
Visit Sweden faced the challenge of standing out globally without iconic landmarks or traditional tourist appeal to catch the attention for additional international visitors.
02The solution
To address this challenge, the campaign reframed Sweden not as a destination, but as a solution to a modern problem: stress and declining wellbeing
Driving a change in consumer behavior
This concept solved a fundamental business problem – differentiation – by turning Sweden’s perceived weakness into a strength: the ability to provide a holistic, wellbeing-driven experience. Sweden is uniquely positioned within this intersection as its lifestyle rooted in nature, balance and social connection offers. By grounding the idea in scientific collaboration and real medical endorsement, the campaign ensured both credibility and relevance.
03The impact
Turning touchpoints into a connected experience
By integrating strategy and execution from the outset, the campaign ensured consistency, efficiency, and cumulative impact across markets. Results followed, overachieving on brand metrics, generating 1,800+ editorial articles across 70 countries and reaching over 4 billion people. The campaign drove long-term brand and sales growth, with a +28.3% year-on-year increase in booked hotel nights in Sweden from the French market according to The Swedish Agency for Economic and Regional Growth.
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