Create communication that shows the warm and friendly welcome the city of Karlstad give all their guests and visitors. The film media was chosen by the client and the brief also included to highlight Karlstads communicative place trademarks of ”A warm welcome” and the degrees/temperature-sign. The finished product was to be shown at fairs and other events in the tourism industry.
Place marketing and tourism communication often follow a predictable pattern of beautiful scenery, sky view-images shot from helicopter and extremely happy people. To stand out, we decided to create a film that shows all the hard work and preparations the host Karlstad goes through to get ready before their guests arrive.
By consistent, thoughtful and innovate place branding the film strengthened Karlstad’s brand and identity. Since the launch Karlstad has welcomed a steady increase in the number of guest nights and conference bookings.