Visit Sweden - Breathe Like A Swede
Breathe Like A Swede is a PR campaign created to Get overworked professionals in major cities Who love to travel To choose Sweden as their next holiday destination By showing that Sweden is a destination of a peaceful nature through a reinvented escape room designed to relax visitors and give them a break during their busy days.
Disclaimer: This is a fictional project for a real company.
The Stuga
A fully immersive, sound-proofed, multi-sensory escape room.
Visitors explore Sweden through touch, sound, scent, visuals, and breath — rather than travel.
Activities Inside:
Smell each scent box with aromas from Sweden’s cities and wilderness.
Feel each texture box filled with moss, bark, stones, and leaves native to Swedish forests.
Watch calming videos from across the country, including activity suggestions.
Listen to the sounds of leaves rustling in the wind, water running in creeks, and Sweden’s quiet cityscapes.
After completing every sensory task visitors must:
Place a fresh mouthpiece (provided before entering the Stuga) onto a breathalyzer device.
Complete an audio-guided breathing exercise where their breathing is recorded using the breathalyzer to confirm completion of the exercise.
Only then can they exit the Stuga, finally matching the rhythm of Sweden’s peaceful pace.
To build anticipation and spark curiosity, Visit Sweden launched teasers via social media showing peace in chaos.
Even in a world full of noise, there’s a place that invites you to finally breathe.
Phase 1 - 2 Weeks Before Stuga Launch
Independent
Frame 1
Frame 2
Before launching the Stuga Escape Room in major cities, Visit Sweden shared press kits with top travel media.
The press kits outlined the concept, locations, and purpose—offering people a peaceful, sensory escape during the winter, when many are longing for a summer break.
Phase 2 - 1 Week Before Stuga Launch
Sweden Is Bringing Calm to the Chaos—One Tiny Cabin at a Time
Press Kit Headline
Press Kit Photos
Each pop-up ran for two weeks, bringing calm to urban chaos.
Visit Sweden Website
To build interest, Visit Sweden released a time-lapse video showing the Stuga’s construction and detailing the sensory features, giving audiences a deeper look into the experience.
Visit Sweden Instagram
On social media, the campaign invited the public to vote on future Stuga locations, turning followers into co-creators in spreading Swedish calm.
Phase 3 - During 2 Week Stuga Launch
Outside the Stuga
Guides in traditional Swedish attire welcomed visitors, setting a warm, immersive tone.
Guests were invited to share their “before and after” moments using #BreatheLikeASwede, with the chance to be featured on Visit Sweden’s social media channels.
Inside the Stuga
Quiet interviews with visitors captured heartfelt reflections on the experience, adding emotional depth and authenticity to the campaign.
Online
A video walkthrough led by a Swedish guide took viewers through the sensory elements of the Stuga—highlighting the origins of each scent and sound while offering a virtual journey through Sweden’s landscapes, history, and calming culture.
PR Headlines
Visit Sweden Brings Scandinavian Calm to the World's Loudest Cities
Professionals Invited to “Escape by Relaxing” in Swedish Cabin Pop-Up
Can You Breathe Like A Swede? Why Not Try It For Real?
From Times Square to Tranquility: Inside Sweden’s Immersive Stuga Experience