To raise awareness of Gothenburg as a leading European city break destination. Our strategy focused on core themes including the Gothenburg archipelago, the city's sustainable gastronomy scene as well as key festivals and events such as Way Out West.  

‍

Work closely with the Gothenburg team (as well as the Visit Sweden team) to establish a comprehensive 12-month PR destination strategy designed to generate significant coverage in leading UK media titles.

Establish core destination themes to help guide our activity:

- Gothenburg as Sweden's most exciting new culinary destination
- Outdoor adventure and exploration of the Gothenburg archipelago
- 'Little London' and Gothenburg's vibrant cafe/craft brewery scenes

Utilise key destination news such as the opening of the luxury Kusthotellet Styrsö spa hotel to welcome leading editors and journalists to the destination.

Create and distribute regular round ups and press releases to a bespoke database of print, digital and broadcast media contacts.

Organise media visits for leading UK-based publications

‍

In the 10-month period April 2025 - January 2026, we generated 45+ items of coverage across regional, national and international publications

This coverage represents a combined total potential reach of 1,147,549,222 and a total Advertising Value Equivalent (AVE) of £6.2m

Key coverage highlights include:

The Standard - an affordable wellness weekend in Gothenburg

PA Media - sauna hopping and seaweed foraging in Sweden's second city

Culture Trip - 10 reasons why you should visit Gothenburg over Stockholm

Guardian - 5 of the best European city breaks for summer

Time Out - the best European travel destinations for 2026

Organised 4x individual media visits:

• Culture Trip
• Press Association
• Evening Standard
• The Guardian

Our work contributed to a 24% YoY increase in UK visitors to Gothenburg (2024-2025)

‍