Sweden showcases its spellbinding forests with spooky new campaign

Sweden showcases its spellbinding forests with spooky new campaign

Visit Sweden has rolled out a spooky new campaign celebrating the dramatic beauty and mystique of its forests with a spellbinding audio story that can only be accessed in the Swedish forest.

The campaign seeks to entice travellers to discover the country’s myth-filled forest through a chilling short story written by international bestselling author John Ajvide Lindqvist.

The audio story Kiln brings the folklore-rich Swedish nature to life using a first-person narrative, to invite listeners to walk in the footsteps of a character who encounters the enchanting huldra, a forest nymph.

However, those looking to experience the haunting story for themselves can only do so if present in the Swedish forest — a geo-restriction has been applied to make the story fully immersive, inviting the listener to discover the mystery of Sweden with all their senses.

“The supernatural has always played an active role in Swedish culture. It is more than just a backdrop to the crime stories and Nordic noir movies that have made the country famous,” Lindqvist said.

“Now, the world is welcome to discover it for themselves in a truly immersive experience. As a horror author, when I enter a forest, I only need a glimpse of the dark side of a stone or the knots of a tree to trigger my imagination. Nature seems to come alive and lures you to come after it.”

More and more people travel to Sweden, attracted by its unspoilt natural landscapes and progressive lifestyle, as depicted in so many popular TV series, books and films.

“Looking at what travellers are seeking when planning a holiday, many have a desire to discover something new. We want to inspire the world to come and experience something completely different,” said Nils Persson, Visit Sweden’s chief marketing officer.

“The Swedish forests have historically been home to many fascinating creatures, now we want to introduce the world to their spellbindingly beautiful home… if you dare.”

For those who dare, the geo-restricted audio story is available for free on Visit Sweden’s website, where visitors can also discover the best locations for experiencing the story and information about different mythological creatures from Swedish folklore.

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