"International Keynote How An Audio Story Hurled Sweden Into The Spotlight" at Mumbrella's Audioland 2023

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"International Keynote How An Audio Story Hurled Sweden Into The Spotlight" at Mumbrella's Audioland 2023

TOM BECKMAN
GLOBAL CCO
WEBER SHANDWICK

IF YOU CAN'T EXPLAIN
IT TO A SIX-YEAR-OLD,
THEN YOU DON'T
UNDERSTAND IT
YOURSELF.
ALBERT EINSTEIN

DEJA VU / VUJA DE

WELCOME TO
SOMETHING ELSE

INTEGRATED
ACTIVATION
STAKEHOLDER
INTEGRATION
CHANNEL
INTEGRATION
BUSINESS
INTEGRATION

Tapping into a zeitgeist of occultism and dark tourism
Attract by scaring away – a new genre of marketing
Simple yet unexpected tech solution to spark interest
Adding culture to nature to make it competitive
Re-claiming our mythical creatures
Audio in a world of sight-seeing to stand out
Platform for local activation supporting the whole nation
Partnering with iconic author for authenticity and publicity

OUR JOB IS NOT TO CREATE
AWARENESS THAT GENERATES VALUE.
IT IS TO CREATE VALUE THAT
GENERATES AWARENESS.

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