Destination Gotland, the ferry service that connects the island to the mainland, wanted more potential customers to choose Gotland over a holiday abroad. The challenge was also to increase the number of local ambassadors and to boost social media communication.
On Gotland, you find landscapes that look like Kenya’s savannahs, dramatic cliff formations that are reminiscent of Krabi, and a medieval town that could just as well be found on an Italian hilltop. We wanted to show the diversity of Gotland’s landscapes, and that the island has a great deal of look-alikes in other parts of the world.
Based on this insight, our concept quickly fell into place: Gotland – around the world on an island would, in a single sentence, summarize what our client wanted to communicate. The concept works in all types of media, builds pride for the island among Gotlanders, and has succeeded in getting visitors to discover Gotland as a year-round destination.