VISIT SWEDEN
The organisation is jointly owned by the Swedish state and
the tourist business. The council markets Sweden as a
tourist destination.
The Borgströms brief was to develop a new strategic
communications platform clarifying goals, direction and
operations.
The flag symbol and the name
Turistrådet (Tourism Council) were created and a
graphics manual produced. The project was presented
internally through a series of strategy folders.
A brochure presenting Sweden was
produced in various language versions for tourism
operators and travel agencies across the world.
A number of theme guides were produced,
emphasising ‘experiences’, in 15 different
languages. The brief also included constructing the Visit
Sweden website.
SUMMARY
Research shows a high attention value for both the logo and
the new concept.
The effect was reflected in broader
tourism interest for other sides of Sweden, including
gastronomy, IT, fashion and design.
