The campaign, conducted by Region Kalmar län and the county's municipalities, focuses on increasing the number of people moving to Kalmar County. Its sub-goals include raising awareness among Germans in the 25-40 age group and getting them to sign up for the autumn's digital relocation meeting. Marketing methods involve digital advertising, social media promotions, and physical materials like posters and postcards placed at various locations across the county.
The message is also disseminated through Kalmar County Traffic buses and at Kalmar Öland Airport. A new website, 'The Smorgasbord of Scandinavia', serves as the campaign's landing page. This site is a shared communication tool used by Region Kalmar län, the twelve municipalities, and other stakeholders to discuss establishment, investment, and relocation to the area.
Following the summer push, a follow-up campaign is scheduled from August 25 to September 28. This initiative builds on the region's strong ties with German tourists, who accounted for over half of foreign guest nights in Kalmar County last year, totaling nearly 363,000. It remains unclear how many Germans have registered for the autumn meeting so far or what specific incentives are offered to potential movers.
Additionally, the budget for the campaign and its follow-up, along with the target number of new residents and success metrics, have not been disclosed.