Stockholmers - your new guide to Stockholm

Rather than showing the classic image of Stockholm, ten Stockholmers have been asked by Stockholm Visitors Board to share about their home town. Neither attractions nor classic views are on display. Instead, ordinary Stockholmers openly discuss their love for Stockholm, their interests, their relationship to the city and how they live here. The videos are produced for social channels and will be distributed via YouTube and Visitstockholm on Facebook, Instagram and Twitter during a two-week period beginning June 30.

The ten videos feature people like Jonas the geocacher, Madde the skateboarder, Sam the runner, Öivind the grandfather, and Otilia, who found love on the subway. The videos conclude with the hashtag #mystockholm and the pay-off "What's yours?". The aim of the campaign is to attract more visitors to Stockholm.

“Stockholm’s beauty is well-known. We want to highlight the values of the city, such as quality of life, equality, creativity and friendliness, in a new way, without linking it to more typical travel reasons,” says Eva Camel Fuglseth, Director of Leisure Travel, Tourist and Press Services at Stockholm Visitors Board.

Instead of a traditional campaign, the power of social channels will be harnessed, and Stockholmers will be able to serve as ambassadors for their hometown.

“We’ve noticed the social trends in which visitors look for unique tips from friends and acquaintances. Our hope is that more Stockholmers will show off their Stockholm, and that even visitors will be drawn to share the Stockholm that has become theirs during their visit,” says Eva Camel Fuglseth, Director of Leisure Travel, Tourist and Press Services at Stockholm Visitors Board.

The ten Stockholmers were chosen after a casting call via Drama Svecia. Here is the first film 

For comments from Stockholm Visitors Board, contact Eva Camel Fuglseth, phone: +46 08-508 285 59