Jenny Johansson

1. vikings and potatoes.

2. Sweden is pure.
-Safe
-Clean
-Healthy
-Mindful
-Basic
-Nature all around
-Thick cultural roots

3. In terms, Swedes rarely take hospitality or kindness for
granted and as such, they will give often give thanks. Failing
to say thank you for something is perceived negatively in
Sweden.
One of the key characteristics of Swedish culture is that
Swedes are egalitarian in nature, humble and find
boasting absolutely unacceptable. In many ways, Swedes
prefer to listen to others as opposed to ensuring that
their own voice is heard.
It’s easy and beautiful to walk around Stockholm, #1
place in the world for women,The islands are gorgeous,
The Nobel Prize, Sweden is cheaper than Norway,The
Vikings, Summertime means endless sun
-Swedish Tourism site and Tourist Blog site

4. insight:
most college graduates from the U.S, travel to Europe right after the semester, but Sweden is
rarely a consideration.

5. statistics:
Sweden never scores a slot on the charts for top places to visit in Europe.
http://www.europeandestinations.com/

6. what are we trying to Pure.
accomplish?
-Safe
-Clean
-Nature all around
-Thick cultural roots

7. the european escape.
-not a normal vacation location for the U.S.
-London and more centralized, popular cities
are targeted for European travel, leaving
Sweden untouched and forgotten.

8. a new perspective.
-people in the U.S need to be
humbled.
-Sweden in a slower, more traditional
culture that contrasts what American’s
are used to.
-Sweden is a culturally rich country.
the Viking roots are deep and vibrant.

9. Pure.
what are the barriers?
-Safe
-Clean
-Nature all around
-Thick cultural roots

10. Pure.
choosing Sweden over other
countries in Europe to visit.
-hard to get to
-expensive -Safe
-not surrounded by bustling cities
-unknown
-Clean
-neutral -Nature all around
-college graduates commonly go to places
they have heard of because they are inherently safer. -Thick cultural roots

11. who are we talking to? -Just-out-of-college, people in their early 20’s
that want to travel before heading to the
work-world.
-parents give college graduates money when
they graduate to travel.

12. Blaire:
Blaire is a college student that is looking to go on a trip after graduation. She loves the outdoors,
especially going to the beach. She has never taken school too seriously and considers life
experiences as valuable as lessons learned in the classroom. She is close with her family, but her
friends are everything to her. She has a collage of tattoos that are mostly sayings in foreign
languages and she adorns woven bracelets and graphic tees. She loves music festivals and never
pays more than what she thinks a ticket is worth. She has been to Europe before on a backpacking
trip, but didn’t do all of the things she was planning on doing. She wants to explore, and be free.
She knows she has to come home and work, but this time after college is when she can take
advantage of having free time and has no strings attached at home.

13. so why should they care? Pure.
-Safe
-Clean
-Nature all around
-Thick cultural roots

14. they need a breath of fresh air. -Not a vacation location for the U.S.
The European Escape.
-basic needs
-going back to nature
-humility and kindness
-welcomed and congratulated
-history and thick cultural roots

15. -think: Sweden is their ideal European vacation.
Consider Sweden as a place they want to travel to.
-feel: excited and relaxed; knowing that they will enjoy their
vacation and be safe during it. Confident that they will have a
good trip.
-do: research Sweden and look into planning a trip. Spreading the
word on Sweden.

16. the strategy:
“push the pause button.”

17. the vehicle for the strategy:
visual, online social platform

18. thanks!
Strategist/designer: Heather Gellert
Photographer: Cim Efraimsson