Visit Sweden has launched a digital and social media campaign to encourage young professional Londoners to take a short break in Skåne, Southern Sweden this summer. One of the most unbelievable things about Skåne is its rich folk history, especially its trolls. Visit Sweden is bringing these jeans‐wearing, mountain‐biking, singing and break‐dancing creatures to life to highlight the other unbelievable aspects of beautiful Southern Sweden. The Troll Spotters Club , online at www.trollspotters.com, invites users to spot a troll within one of the five ‘live’ CCTV streams, featuring various landscapes in Skåne, such as the idyllic beaches of Mälarhusen Strand and the vibrant city life of Malmö. Live Twitter and Facebook feeds are embedded within the site to offer handy hints for troll spotting throughout the eight‐week competition.
The Skåne Trollspotters Club was developed at Glue Isobar, Stockholm, by copywriter Lewis Raven, art director Adam King, planner Michaeljon Alexander-Scott, designer Raphael Campos, producer Claudio Bellanga, account managers Tom Sneddon and Marilyn Cheng, innovation director Andy Kinsella. Inhouse production was by head of digital film Simon Cam, executive producer Jax Exans, producer Marilyn Napaul, director Mark Jenkinson. VisitSweden UK marketing and communications manager Maria Johnson.