glue Isobar is launching VisitSweden’s 2012 activity with the campaign ‘Live Swedish’ that uses Instagram as the main campaign mechanic – making the agency one of the first in the UK to use the platform in this way.

The aim of the campaign is to encourage people in the UK to ‘live Swedish’ and therefore tempt them to consider Sweden as a travel destination to live the Swedish lifestyle for real. VisitSweden will share guidance on how to ‘live Swedish’ via a selection of real life, fashionable lifestyle ‘curators’. The curators, from Stockholm Gothenburg and the region of Skåne, will take it in turns to give their unique insight into the Swedish way of life and give character to their particular hometown. The curators will take over the VisitSweden Facebook, Twitter, Instagram and Tumblr channels for a month each ensuring the ‘Live Swedish’ message is spread across a suite of social media platforms. The campaign kicks off on 19th March with Cissi Lindvall, from Stockholm taking the reigns.

The campaign will also encourage people in the UK to photograph and share aspects of their everyday lives, using Instagram and Twitter, that show them ‘living Swedish’. The images should reflect the different characteristics of the Swedish destinations being featured at the time, whether it’s the buzzing nightlife of Stockholm, alternative and independent vibe of Gothenburg or relaxing ambience of Skåne. By sharing the images using the hashtag #LiveStockholm, #LiveSkane or #LiveGothenburg, entries will be collated and rated by our curator on how ‘Swedish’ they are. The entry that best matches the character of the location is rewarded with a week’s trip to the destination where they can live the Swedish lifestyle for real.

glue Isobar has chosen to use Instagram because the platform is a perfect tool for inviting user creativity in a simple, accessible and sharable format. A campaign site liveswedish.com has also been developed to collate and display all entries and provide more information on the campaign.