The brews of Gotlands Bryggeri have become the first choice for beer aficionados all over the country. In spite of its growth, the company remains a small, local, quality brewery at heart. This is what they wanted to communicate to their consumers, while also expanding their reach outside of Sweden.
In order to communicate that Gotlands Bryggeri is still driven by craftsmanship, quality, and passion, the local landscape and community on the island of Gotland plays a key role. Gotland is a place that stands for creativity and inspiration, not only to the hundreds of thousands of people who visit every year, but to the Gotlanders themselves. It’s also a unique, exotic place for an international audience.
We chose to make use of ambassadors – people who are passionate about Gotland and the things that are associated with the island. We focused on social media content and encouraged everyone who loves Gotland and Gotlands Bryggeri to share.
We developed the concept, People and Places of Gotland, primarily for Facebook. Under that rubric, we developed two series of mini-documentaries: One, where passionate individuals living on Gotland we portrayed, and another, where we presented unique places around the island. People and Places also contained Facebook posts: using the title “With a passion for…”, regular Gotlanders were presented, with a photo and a short text, where they were able to talk about their particular passions.