Autumn in Björkliden

250 km north of the Arctic Circle, beautifully situated among towering mountains and magnificent scenery, lies Björkliden. The resort has delivered great experiences since 1926 and constantly strives to protect the small and genuine; with empathy, traditions and atmosphere; an oasis for body and soul; all year round.

For the autumn of 2020, Björkliden wanted to push their exclusive mountain chalets, their newly renovated deluxe cabins and the Rakkas lapp cot. My task was to package the sales goals in to a creative concept and spread this across several media touch points. Due to Covid-19, the budget was also extremely limited to do so.

I started with researching current travel trends in Sweden as well as updated target audience segments. Some key takeouts were that; Nature tourism and “Svemester” (home-cation) has become increasingly popular, people are looking for alternative travel destinations and so called “safe stays” to avoid crowded places and unique, local food experiences – preferably outdoors are becoming increasingly popular and during Covid-19, people who are not able to travel explore digital media for travel- and food experiences instead.

Based on these facts, I created the concept “Fjällen exklusivt för dig” (The Arctic Mountains Exclusively For You).

Presented here are slides from the campaign idea, still images, communication samples from web, social media and print ads as well as 3 simple film productions for Instagram TV to inspire people to cook outdoors in Björkliden.

Creative Director: Madeleine Lithvall
Creative Food & Beverage manager: Barbro Häggkvist
Sport & activities: Linnea Arrhén
Still image photographer & retouch: Johan Nyström
Other photographers: Mattias Fredriksson, Jessica Nildén, James Cripps
Rakkaskåtan original film by: Viktor Björnström

ClientLapland ResortsServicesConcept Development, Creative Direction, Copywriting, Design, Photo- and film editing. Year2020

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