Sweden’s tourist board, Visit Sweden, has partnered with Airbnb to turn the entire country of Sweden into an Airbnb listing.
The marketing campaign is based on the notion of Allemansratten or "everyman's right" and allows everyone access to the great outdoors. It applies to both public and private lands, though with a few caveats.
The somewhat tongue-in-cheek tourism campaign, created by Swedish agency Forsman & Bodenfors, includes a video by "Åke" who offers a tour of the country, much as people put up video tours of their houses on Airbnb.
"Here is my home. Roughly 100 million acres of land that is all mine. Well, I share it with 10 million other people, but I'm speaking on their behalf — so to speak," the voiceover says.
The video includes views of "the bathroom (a forest) in "Swedish minimalistic style" and lakes, described as "100,00 tempered infinity pools."
The quirky ad is reminiscent of Sweden's "The Swedish Number" campaign a year ago, which for 79 days allowed anyone anywhere in the world to call the country and have an ordinary Swede answer the phone so they could chat.
Both are a way for Sweden to get noticed. “We’re a small country, and we don’t have any big, iconic monuments like the Eiffel Tower or Big Ben,” said Jenny Kaiser, president of Visit Sweden.
This is not the first time that Airbnb has created unique travel opportunities. Past stunts have included nights in castles, tree houses, Abbey Road Studios in London and, last March, a look inside tiny “wall homes” in Germany.