Experience Arctic Your Way – Lapland Resorts

Lapland Resorts wanted to attract a high-end segment of travelers and position itself as one arctic destination with a freedom of multiple choices. An extensive target group & insight research resulted in the campaign concept “Experience Arctic Your Way”.

The campaign concept was launched during fall 2021 and distributed in digital and printed channels.

To kick-off the campaign, we created a narrative, – a story about two types of travelers; the adventurous friends and the comfortable couple. Both target segments prefer comfort before budget and unique travel experiences before charter. Customer service is important as well as tailor-made choices. In the film, you get to follow these people who experience the same destination in two different ways.

On laplandresorts.se we highlighted the high-end products at Björkliden & Riksgränsen; the most exclusive activities, accommodations, restaurants & relaxation – as well as important factors for the audience such as a unique environment & destination. We launched a new booking function, covering all accommodation options across the resorts. And to offer even more opportunities for tailor-made experiences, we created a Trip-finder where everyone could fill in a form with wishes and interests and receive a personally customized suggestion for a travel itinerary.

To boost engagement & keep the conversation going, we created a series of organic ”this-or-that” social posts & stories where we asked what the followers of Björkliden & Riksgränsen would prefer.

The ad campaign highlighted one chosen message at time, depending on the target group for that specific platform and was distributed across multiple lifestyle- and outdoor magazines – both printed & online.

And the results?

Well, the film Experience Arctic Your Way has had 38k views on Youtube and still counting. The engagement rate on Instagram went up by 16.4% on bjorkliden_fjallby and 19.4% on riksgransen.se. And the season of 2022 turned out to be the most profitable ever with nearly fully booked resorts.

Concept & ideation, Creative Direction: Madeleine Lithvall
Marketing Director: Christophe Risenius
Film & editing: Viktor Björnström
Still image photography: Matti Rapila, Emrik Jansson, Axel Adolfsson, William Persson, David Levy, Madeleine Lithvall