Epic Estonia

Our goal was to increase the number of Swedes visiting Estonia, but let's face it, Estonia is not a popular destination for Swedes due to their preconceived notions about the former Soviet colony. Why would Swedes choose to go to Estonia instead of places like Berlin, Barcelona or London?
We had to change the public perception of Estonia, and since nobody trusts a brand or country you have a preconceived notion about, we had to find a new way of doing it.

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We created an epic list of the 97 coolest things to do in Estonia. Unique experiences like trying out sheep herding or co-piloting a rally car, experiencing the only underwater prison in the world or warming up for the Tallinn Marathon with Mr Taavi Rõivas – the Prime Minister of Estonia! We offered these once-in-a-lifetime experiences to 97 ordinary Swedes to try out the country for themselves – and we gave it all away for free (including a luxury cruise to get there). The only form of “payment” we wanted was for them to simply spread the results of their experiences on their social media channels – with complete honesty. Thereby becoming Estonia’s digital ambassadors.