Spellbound by Sweden.
Can You Attract Tourists by Scaring Them? At first glance, the Swedish wilderness might not seem so thrilling, but beneath the surface lies a rich heritage of mythological creatures and supernatural stories. In collaboration with horror author John Ajvide Lindqvist, writer of Let the Right One In, we created a unique audio experience—a modern folktale based on Swedish mythology, geolocated to the Swedish forests. Tourists were drawn deep into nature to experience Sweden with all their senses.
Spellbound by Sweden became the world’s first travel experience designed to attract tourists by scaring them. The campaign gained significant international media attention, proving that fear can sometimes be more enticing than praise.
