Agency: Glue London
VisitSweden, together with Tourism in Skåne, have launched a viral campaign targeting independent-minded UK travellers to inspire them to take a break in Skåne, southern Sweden, this summer or autumn.
Entitled ‘Dave goes to Skåne’, the campaign focuses on a London geezer’s four video diaries of the region, voiced by the BBC ‘Fast Show’s Simon Day.
The videos have been designed to challenge the ‘ideal’ of the UK break and offer a realistic and affordable alternative in Skåne, with no need to compromise on quality.
Users can view the videos on visitsweden.com/davegoestoskane and can follow Dave’s exploits on Twitter (twitter.com/DavegoestoSkane), Fickr (flickr.com/photos/smithdave158) and Facebook (facebook.com/davegoestoskane).
VisitSweden worked with creative agencies glue and 12foot6 to develop the controversial character, Dave, a know-it-all East End yob, presented as a typical British holidaymaker.
A former hooligan who has channeled his energy into reading books, Dave is still facing some anger and swearing issues.
This ironic contrast is evident throughout the videos, where each time Dave sees a beautiful scene in Skåne he describes it using eloquent language before criticising it, and exclaiming that he’d rather be in back in the UK.
The tongue-in-cheek campaign is aimed at those who think of themselves as ‘travellers’ rather than ‘tourists’ and who consider the idea of any destination full of other typical British holidaymakers as something to be avoided.
They’re exactly the kind of people who would be attracted by Skåne’s array of spectacular sandy beaches, gorgeous countryside, mouth-watering cuisine, cutting-edge art and design and the cool metropolitan city of Malmö – not to mention its lack of ‘Brit’s abroad’.
“With the Met Office being forced to backtrack on their promise of a ‘barbecue summer’ in Britain, savvy travellers are looking to destinations outside the EuroZone, such as Sweden, to offer good value breaks this summer,” said PR Manager UK & Ireland for VisitSweden, Philippa Sutton.
“We hope that the Dave campaign will help to inspire independent travellers in a fun and lighthearted way to consider the little-known region of Skåne.”