India is an important progress marketplace for Sweden: Jenny E Kaiser, Go to Sweden


Jenny E Kaiser, Chief Advertising and marketing and Communications Officer, Go to Sweden

By Swapna Raghu Sanand

Indians like to journey overseas and Sweden is without doubt one of the international locations that has been witnessing a bigger footfall of Indian travellers in recent times. With over twenty years skilled expertise in branding and advertising and marketing, Jenny E Kaiser, Chief Advertising and marketing and Communications Officer, Go to Sweden, led a workforce that achieved a prize successful “Sweden on AirBnB marketing campaign.

Having been president for Go to Sweden USA, she is now working with regionally robust manufacturers similar to Tele2, Blocket, PostNord and Scandinavian Airways, amongst others. On this unique interplay with The Monetary Categorical On-line’s Swapna Raghu Sanand, Jenny E Kaiser provides, “India will stay certainly one of our focus markets the place we’ll proceed to put money into.”

What has the COVID-19 influence been on Sweden’s tourism and hospitality segments?

As all different locations, and most different companies, tourism in Sweden has in fact been struck laborious by the pandemic. From the large manufacturers and chains to the small entrepreneurs and everybody else in-between. Collectively we’re working laborious on doing what we are able to to drive demand the place and when it’s doable on the similar time being humble and accountable within the course of and in each facet.

What initiatives are you particularly taking to spice up home tourism within the nation?

In fact home tourism is necessary to spice up, particularly since Sweden has chosen a distinct route in comparison with many different international locations. Due to this fact home tourism has been key which has enabled the summer-season to be considerably “okey”.

When do you anticipate it to return to pre-COVID degree of normalcy?

We’re following the tendencies and predictions for the restoration as everybody else the place the information tells us proper now that we may very well be again on the 2019-levels by 2024.

However what the “new regular” can be is simply too early to foretell, we take it in the future on the time.

Inform us about your expertise of main the prize successful marketing campaign on AirBnb for Sweden. What drove you to give you this marketing campaign and what have been the important thing takeaways?

“Sweden on Airbnb ” was Go to Sweden’s final so referred to as “pilot” in our at the moment digital transformation course of.

It was an initiative that launched our model promise “Welcome to one thing else”, a artistic manifestation of what Sweden is all about.

We don’t have tourism icons similar to The Eiffel Tower, Niagara Falls or a Huge Ben. Not even a tropical seashore. As a substitute we now have our progressive life-style and our accessibility to nature – the so-called Freedom to Roam.

We made that monument and positioned all the Sweden on Airbnb to show it and informed the story of Sweden as a sustainable vacation spot.

Our largest takeaway was how huge of an influence you may have with small means when you’ve got one thing that really connects with folks’s hearts.

And likewise – that you might want to plan for fulfillment as a lot as you intend for difficulties within the activation plan.

Having been on the assist as President, Go to Sweden, are you able to elaborate on what the expertise was like?

Transferring to the US and residing there for a few years was for starters a improbable expertise for each me and my son. An journey that gave us each classes for all times and loving recollections solely we share. However with reference to work it was superb to see my residence nation “from the skin”, by way of one other tradition’s eyes. This actually made me fall in love with Sweden once more.

Even when I´m not non secular I really feel blessed that I’ve had the fortune to be born in Sweden as I really consider within the basis of our tradition and values the place everyone seems to be welcome.

Sure, we’re completely different in a great way.

And I additionally perceive why we´ve been profitable in so many areas from engineering and pharmaceutical to tech, music, design and meals.

READ: India has grown in significance for Singapore over the past decade: GB Srithar

And with our unspoiled, clear and accessible nature together with northern gentle, midnight solar, 100.000 lakes together with our fashionable and cultural huge cities we now have house, freedom and distinctive experiences that provides each customer a way of well-being.

In your opinion, how necessary is India within the context of Swedish tourism?

It’s crucial, India is a progress marketplace for us the place we see an increasing number of Indians trying towards Sweden as a should vacation spot to go to. India can also be a rustic linked to “workation” as we now have a whole lot of expert professionals visiting us.

And on the subject of happening romantic journeys, Sweden beats the whole lot within the heat and welcoming hostess ship for all {couples} of affection disregarding sexual orientation.

Are you rolling out one thing distinctive that may entice Indian travellers?

As in all advertising and marketing, we should be related for our chosen target market. And at all times think about tradition variations between markets. So, sure we do however on the similar time folks have extra in frequent throughout borders and tradition than we consider.

So we select to work each globally and regionally relying on focus areas, B2C or B2B, if we market Sweden alone or along with our Scandinavian siblings.

Inform us extra about Sweden-India cultural ties and any distinctive/cultural initiatives that you’ve got performed earlier on this regard or you’re planning on.

As we’re proper now engaged on our marketing strategy and international advertising and marketing plan I must get again on this. However India will stay certainly one of our focus markets the place we’ll proceed to put money into.

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