That’s a good and perfectly natural question to ask.
Why build a new online community in a time when they seem to be around every corner and under every stone?
Personally I could just answer; because it’s fun! It’s the best thing since sliced bread.
But of course like anything else worth doing there are good reasons behind it.
Here’s our marketing communications director, Maria Ziv, explaining how it all began:
VisitSweden needed to solve the intricate problem of how to communicate with a large amount of people on a very limited budget. The situation did not become easier by the multifaceted and fluid product that a tourist destination like Sweden represents.
When marketing Sweden there are always vast amounts of beautiful things to share with your audience and a multitude of activities to present. In addition, the information is not static ‚Äì it changes with every season.
When I sat down to formulate the strategy for the website as a whole I spent a lot of time looking at the information needs of our target audience as well as trends in the on-line community. Our target audience places a high emphasis on up to date and trust worthy information. It is also clear that information coming from their peers ‚Äì people like themselves ‚Äì is the information they trust.
Seeing that user generated content and social media is the most protruding trend in the on-line community at the moment, it seemed natural to fuse it with the needs of our target audience.
I couldn’t agree more. We’re hoping to create a place where potential visitors to Sweden can talk to swedes and others who have already visited Sweden. In this meeting of peers the decision process of going to Sweden will hopefully become easier and more fun!
But more of this and much more in future posts