Boosting Gothenburg as a tourist destination

Typical Gothenburg!

Just before summer, Gothenburg’s tourism board, Göteborg & Co., asked us to boost the city’s profile as a tourist destination. In particular, we were to highlight its friendly people and fun things to do. Families with children were our main target audience, and we knew they would be bombarded with lots of travel offers during our campaign. So we needed to find a way to stand out.

The result was Typiskt Göteborg! (Typical Gothenburg!), a popular web-TV series in four parts featuring two well-known Swedish TV personalities, David Sundin & Kakan Hermansson. As the show’s funny, dynamic stars explored Gothenburg, viewers followed along. And together they met its colorful residents, discovered its hidden gems and learned what is truly typical of Gothenburg.

Packaging the campaign as entertainment, rather than as traditional advertising, gave us the freedom to showcase Gothenburg in an exciting new context and really capture the audience’s interest. But above all, it gave us plenty of content and a unique opportunity to reach our target audience where they would be most receptive.

Typical Gothenburg! also attracted much attention in the press, resulting in editorials and articles in a range of Swedish media including DI Weekend, Allt om Resor, Göteborgs Posten, Två Dagar and Expressen, and it was even picked up in popular culture with a review in TVdags.


We partnered with one of Sweden’s largest newspapers, Aftonbladet, which became our primary distribution channel. Episodes were featured on Aftonbladet TV, and editors published daily headlines on the newspaper's front page to drive traffic.

Owned media: the web-TV series was also marketed through Göteborg & Co.'s own strong channels. Trailers for the episodes were posted via social (owned and partner) media to drive traffic to the campaign site. There, visitors could watch the whole series, find an overview of the couple’s exploits, follow in their footsteps and get inspiration when planning their own trip to the city.


The campaign attracted much attention in the press, resulting in editorials and articles in a wide range of Swedish media.

Other Work.