Agency: INGO
Product Description
The Swedish Tourist Association (est. 1885), a member's organisation dedicated to promoting domestic tourism in Sweden, was on the brink of collapse in 2015. Memberships had plummeted 20% (60k people) and was projected to lose a further 10k in 2016. With no media budget and ambitious goals, we needed to
- Punch above our weight with PR,
- Engage a younger audience and
- Slow the membership decline by 25% to achieve revenue of EUR4,800,000
Objective of the Campaign
We first identified a new, younger target group, offering more long-term membership opportunities. Resonating with them was difficult as,...