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Olle Kirchmeier/Go to Sweden
“Bolmen,” Sweden desires you to know, is greater than only a rest room brush. It is a glowing, forest-lined lake within the south of the nation identified for clear water, boating, swimming and kayaking. But due to the huge attain of Ikea, the place many merchandise borrow their names from real-life Swedish websites, most individuals most likely know Bolmen as a rest room cleansing set. Do not get me unsuitable. So far as rest room brushes go, this one has a pleasant, smooth design. However the Swedish tourism board desires the opposite Bolmen to come back to thoughts when individuals hear the phrase. It is launched a brand new advertising and marketing marketing campaign referred to as Uncover the Originals that is reclaiming these bizarre Ikea product names for the locations they belong to. “Toftan, Ektorp, Voxnan, Hemsjö, Kallax… these are all great locations in Sweden. But most individuals affiliate these names with waste bins, sofas, bathtub towels, block candles and shelf techniques,” the tourism board says.
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The marketing campaign focuses on 21 locations, from Viking monuments to castles, silver mines to charming villages. Among the many spots highlighted is Mästerby, which past being a helpful step stool is a historic website on the island of Gotland that marks a 1361 battle between Swedes and Danish invaders. Then there’s Järvfjället, a Lapland location of mountain climbing and cross-country snowboarding trails (or an workplace chair that is available in darkish grey, blue and beige). And Toftan, a city that is much more picturesque than the Ikea trash can that shares its identify. Toftan is certainly greater than an Ikea waste bin.
Mikael Svensson/Johnér
The Uncover the Originals marketing campaign contains intensive background info on every vacation spot, in addition to concepts for issues to do and locations to remain. That is most likely a superb factor, since an online search on lots of the websites pulls up Ikea merchandise forward of all different outcomes.”It’s positively time for among the locations whose names are used for a few of our hottest merchandise to additionally get some consideration,” mentioned Ikea, which isn’t concerned with the initiative. “They’ve earned it, to say the least. Additionally it is a really enjoyable initiative that helps unfold the story behind a few of our product names.” The marketing campaign positively has a winking spirit, and even nods in appreciation to the ever-present multinational firm that designs and sells ready-to-assemble furnishings and residential equipment. “In Sweden, we’re happy with Ikea and in a manner you’ll be able to say that they helped us make Swedish locations world well-known by the names they borrowed for his or her merchandise,” Nils Persson, chief advertising and marketing officer of Go to Sweden, mentioned in a press release. “Now we would like, with heat and a twinkle in our eye, to point out the originals behind the product names and invite the world to find the entire of Sweden.” At a time when worldwide tourism has taken a success from the pandemic, the advised Swedish locations look further inviting. Ensure, after all, to test any COVID-related journey restrictions earlier than getting up off your Ektorp sofa.
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