It's Sweden (not Switzerland)

The campaign "It's Sweden (not Switzerland)" by Visit Sweden, developed by Forsman & Bodenfors, addresses a persistent global confusion between the two distinct countries, Sweden and Switzerland. The brand proposition centers on clarifying and strengthening Sweden’s unique identity within the travel and tourism market. By directly confronting a common misconception—often leading to misdirected perceptions of the country—Visit Sweden aims to reposition its destination clearly in the minds of potential travelers, emphasizing authenticity and distinctiveness. This promise underscores not only recognition but also a refined understanding of what Sweden genuinely offers as a tourism destination. The underlying market strategy leverages a nuanced insight: despite their obvious differences, Sweden and Switzerland are frequently conflated globally, which dilutes Sweden’s brand presence and potentially hinders travel interest. The campaign’s creative approach adopts a narrative style, engaging audiences through a playful and direct communication tactic by addressing representatives of Switzerland themselves, thereby creating a conversational dynamic. This strategy humanizes the challenge of differentiation, encouraging audiences to reconsider preconceived notions and pay closer attention to Sweden’s unique appeal. Targeting an international audience familiar with both countries—and frustrated or amused by the confusion—the campaign aims to correct misconceptions in a way that is memorable and shareable, enhancing Sweden’s distinctiveness in a crowded travel landscape. Utilizing film as the medium and distributing content in French further indicates a focus on European markets, where the confusion may be prevalent and where precise country differentiation can influence travel decisions.

FORMAT#4 CONTRAST WITH THE COMPETITION — Explicitly compares the product to competitors to show superiority. This campaign decisively fits the "Contrast with the Competition" format because its central narrative revolves around the widespread confusion between Sweden and Switzerland and aims to clarify the distinction. By addressing representatives of Switzerland directly and emphasizing "It's Sweden (not Switzerland)," the campaign sets up a comparative frame, deliberately contrasting the two countries to promote Sweden’s unique travel identity. There are no cues of a resolved story arc, symbolism, parody, or testimonials; instead, the core creative device is an explicit competitor comparison focused on national branding.