For five weeks this summer, five people from Gothenburg will share their personal view of the city. The concept is called #sommarguiden, and the guides who will share their tips on the Instagram account @goteborgcom are Marcus Samuelsson, Kitty Jutbring, Anton Hysén, Emma Green and Hannah Graaf. Behind the campaign are Göteborg & Co, Liseberg, Turistrådet Västsverige, Universeum and VisitSweden, together with Stendahls.
Top chef Marcus Samuelsson, football player Anton Hysén, radio profile Kitty Jutbring, star athlete Emma Green and blogger Hannah Graaf all have some kind of a connection to the city of Gothenburg. Some of them live here, others have moved to other parts of the world. What they all have in common is that they love Gothenburg. For one week each this summer, they will share their personal tips on how to get the best out of the city and region, by taking charge of the destination’s Instagram account @goteborgcom. Followers will get tips on gastronomic experiences, the best places to go jogging, attractions and those favourite spots that may be unheard of, both within and outside the city. The first one to take over the account during week 23 will be Kitty Jutbring. She’ll bring you tips on how to best experience the city as a parent of young kids – and where all the best vegan spots are located.
- Personal tips that feel authentic and unique are playing a greater role in decision-making, even in the field of tourism. You don’t want to feel like a tourist, but experience the city in the same way as the locals do. The idea behind #sommarguiden is to present a more real and genuine image of Gothenburg, and to convey that through famous people who all have a special place for Gothenburg in their hearts”, says Maja Kipatsi Danell, copy at Stendahls.
The idea behind letting people from the city take over the Instagram account is also a step towards a more open and inclusive relationship with the target group.
- It’s a big deal that Göteborg & Co are letting go and inviting the people of Gothenburg and the visitors to their channels, both as senders and receivers of the particular message. The floor is open, and hopefully a dialogue will be created between our guides and the target group”, says Maja Kipatsi Danell.
The purpose of the campaign is to increase the number of visitors and strengthen the attractiveness of Gothenburg and the surrounding region during the vacation season. The campaign, aimed at Sweden and Norway, will be fully launched during week 23 and has a digital focus with a campaign site, film, banners, social media and digital PR.
On the campaign site goteborg.com/sommarguiden, every tip from the five summer guides will be summed up, but there will also be editorial tips that show the wide selection of Gothenburg. From the most beautiful places to go swimming, entertainment, the best playgrounds, to hip bars and concerts.
For more info and questions, contact Andreas Gunberg, Key Account Manager at Stendahls
0708 96 36 46, firstname.lastname@example.org
There’s a whole lot going on in Gothenburg this summer. From huge concert experiences and sporting events, to art shows and gastronomic experiences. For the first time, Volvo Ocean Race will have its finish line in the heart of Gothenburg. After nine months of sailing around the world, the sailors will be welcomed with a massive part that’ll last for a week. Other parties and festivals taking place are Göteborgs Kulturkalas, Andra Långdagen and Way Out West. Speaking of music, the city will play host to several concerts by artists such as Måns Zelmerlöw, Foo Fighters, Roxette and Metallica. And as usual, Liseberg are launching a new attraction. This year it’s Mechanica that with great force and high speed spins you 360 degrees, 30 meters up in the air. For those who appreciate a bit more peaceful activities there are many art exhibits taking place, like the acclaimed “Walk of Life”, which can be visited at Trädgårdsföreningen and Götaplatsen, right in the middle of Gothenburg.
#sommarguiden helps you find the most genuine Gothenburg and west coast experience, and guides you through all summer activities.