Visit Sweden invites visitors to “Discover the originals”
With the “Discover the Originals” campaign, Sweden wants to arouse interest in the destinations behind the products, and with a touch of humor show the “originals” – the places behind some of Ikea’s more famous product names. *
“In Sweden, we are proud of IKEA. In a way, they have helped us make Swedish places world famous through the names they borrowed for their products. Now we want to show the originals behind the product names and invite the world to discover beautiful locations behind those names, says Nils Persson, marketing manager at Visit Sweden.
With its varied and spectacular natural environment, generous right to roam around, rich culture and long history, Sweden offers a smorgasbord of destinations and memorable experiences. The campaign presents 21 places where you can visit everything from Viking monuments to picturesque cities, castles and silver mines; with activities from rafting to dog sledding, fly fishing and ice swimming.
One such place is Lake Bolmen, which is located in a scenic corner of the Småland landscape, not far from Agunnaryd, where IKEA’s founder Ingvar Kamprad grew up. Here, visitors have great opportunities to enjoy the beautiful nature, canoe, hike and bike on trails or pick mushrooms and berries. As part of this campaign, the destination Bolmen launches a new slogan: “Bolmen – more than an IKEA toilet brush.”
“We appreciate that IKEA has named a product our beautiful lake and that Visit Sweden is paying attention to this globally. But now we want to show the world that Bolmen is so much more than an object that you clean your toilet with. It is an incredibly beautiful place, “We are very much loved by us locals. We want to invite the whole world to spend time in our wonderful, unspoiled nature, show the same care as we do and enjoy the crystal clear water”, says Magnus Gunnarsson, chairman of Smålands Sjörike and member of the municipal council in Ljungby.
Other examples of places highlighted by this campaign are:
- Järvfjället in Lapland, which offers magnificent outdoor experiences including hiking and cross-country skiing on trails along Lapland’s unique fauna.
- The picturesque fishing village Skärhamn, on the island of Tjörn, where you can enjoy freshly caught seafood and experience international art at the Nordic Watercolor Museum.
- The coastal city Kallax in Norrbotten, where visitors can cruise between thousands of small islands during summer nights lit by the midnight sun, and take part in one of Sweden more “aromatic” culinary traditions during the city’s annual fermented herring festivals.
- Lake Toftan in Dalarna offers canoeing and art enthusiasts can visit a house by the lake that was once owned by the artists Karin and Carl Larsson, known for its influence on Swedish interior design.
Watch the video “Discover the originals” here.
Download press material here.
Visit the website: visitsweden.com/discover-the-originals/
If you have any questions, please contact: Melinda Martino, PR Director,
[email protected], +1 917 340 9330
*Ingvar Kamprad, who founded IKEA, also developed the system for how IKEA names its products. Different product categories are named according to different criteria. Bathroom items such as the Bolmen toilet brush are named after Swedish lakes. Chairs and sofas – such as Järvfjället and Ektorp – are named after Swedish cities and villages.
About Visit Sweden
Visit Sweden is the official national marketing company for Sweden as a tourist destination. The purpose of our destination marketing is to increase travel to and within in a sustainable way Sweden for holiday purposes. Visit Sweden, represented in six global markets, combines market-leading insights and market knowledge with unique PR and communication expertise. Our corporate vision is to do Sweden world leader in sustainable destination marketing. Visit Sweden is owned by the Swedish state. www.visitsweden.com
SOURCE Visit Sweden