UP* behind Sigtuna campaign down in the Subway

Stockholm July 3rd.

*UP There, Everywhere - the world's first global, cloud-based advertising agency - is behind the new subway campaign for Destination Sigtuna . The campaign which runs for seven weeks on the Stockholm tunnelbana or subway is featured at all the main Stockholm subway stops. 

Destination Sigtuna, home to some 40,000 people, is Sweden's fastest growing municipality and embraces Arlanda, Märsta, Rosersberg and the town of Sigtuna itself. *UP There, Everywhere has worked with the brand since 2008 and is behind the re-branding of the destination and its identity with the tag line 'Sigtuna - where Sweden begins'.   

The campaign is there to encourage people to consider Sigtuna as a place to live and is a joint initiative by PEAB, Sigtuna Hem and Sigtuna Kommun all under the Destination Sigtuna brand umbrella. 

Camilla Zedendahl, CEO of Destination Sigtuna,  said ' One of the real advantages we have in Sigtuna is the sheer joy of working in a community where people truly cooperate. We've seen it again and again - people put competition aside for the greater good of the community. The tunnelbana campaign is a case in point where companies have come together to focus on the advantages Sigtuna offers as a place to live. That's why building the Sigtuna brand as a strong umbrella has been so important for us - it's a brand that allows multiple organisations to join together and it helps position us firmly within Sweden.'

Julian Stubbs, founder of *UP There, Everywhere said 'We have focused on communicating the real quality of life that people can enjoy by living in Sigtuna. It's a very special place with not only a great quality of life but fantastic infrastructure and logistics.' 

Stubbs is best known as being the creator of Stockholm's  'The Capital of Scandinavia' branding and positioning and has written a book on the subject of place branding called 'Wish You Were Here'.