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  • Using conversations to inspire vacations
  • Using conversations to inspire vacations
    Familjen Helsingborg, Creative Commons (2015) ©

The Swedish Number: speaking with random Swedes

“Hello? Sweden here.” The Sweden Number, created by Ingo Stockholm, allowed foreigners to chat with a random Swede about any subject. Its authentic representation of the nation’s diverse voices saw it pick up the 2016 Direct Lions Grand Prix, showcasing the power of the local touch in tourism.

Location Northern Europe / Global

“Hello? Sweden here.” Being able to call a country is the type of whimsical idea that might appear in a children’s book – until this year that is. “Sweden is now the first country in the world to introduce its own phone number,” proclaimed the Swedish Tourist Association (STF) in April. “Call today and get connected to a random Swede, anywhere in Sweden and talk about anything you want.” [1]





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