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case studies
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| VisitSweden |
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| "DCI's approach of targeting strategic top-tier print and broadcast media and scheduling interviews with our charming Tina Nordstrom maximized our significant investment in this PBS series, both within North America and at home, where this was a very high visibility project. This was the first time we approached the culinary traveler in this way - and with great success." |
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Linda Ericson
Marketing Manager, Leisure; Acting Director
VisitSweden | | |
The Challenge
Despite offering some of the world's best culinary experiences - a combination of the fresh produce from West Sweden and a vibrant restaurant scene in Stockholm - not nearly enough travelers knew about country has a "foodie" destination. As a result, VisitSweden needed Development Counsellors International (DCI) to help it secure more bookings of epicurean-themed vacation packages available on VisitSweden.com.
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The DCI Roadmap
• Target U.S. travel and epicurean journalists in markets airing the PBS series "New Scandinavian Cooking with Tina Nordstrom" to promote Sweden’s key culinary destinations;
• Conduct a media tour with series host Tina Nordstrom, securing desk-side appointments with journalists based in New York, Philadelphia and Washington, D.C.;
• Develop a partnership with American Public Television, the distributor of "New Scandinavian Cooking with Tina Nordstrom," and host special events for meeting planners, featuring Tina Nordstrom;
• Host targeted journalists in Sweden to experience the country’s culinary prowess. |
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The Results
• DCI secured editorial features about Sweden's culinary scene in major media outlets, including AM New York, Atlanta Journal-Constitution, BBC’s "The World", Cincinnati Enquirer, Global Traveler, Miami Herald, Minneapolis Star Tribune, National Geographic Traveler, NPR, New York Post, Pittsburgh Post-Gazette, the in-flight magazine Southwest Spirit and The Washington Post.
• In key geographic markets for Sweden, DCI's placements and editorial coverage generated more than 5 million impressions and garnered more than $750,000 in advertising equivalency, resulting in a 25:1 return on investment (ROI).
• DCI assisted in booking more than 50 culinary packages through VisitSweden.com.
• As a result of significant editorial coverage in the United States, the Swedish daily newspaper Dagens Nyheter praised VisitSweden's achievement in promoting Sweden’s culinary travel experience to U.S. consumers.
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