Visit Sweden - Breathe Like A Swede
Family vacations can be as stressful as they are enjoyable for parents. So, parents want to relax, take a breath, and enjoy their family vacation with their kids.
Visit Sweden wants to get parents from who feel stressed during vacations with their kids to consider Sweden as their next travel destination by showing that Sweden is a destination of a peaceful nature.
Breathe Like A Swede is a PR campaign that gives parents a taste of exactly what they want in a family vacation–peace–by placing a Swedish Stuga Escape Room in the middle of the noisiest cities around the world where the only way to escape is to relax.
Disclaimer: This is a fictional project for a real company.
Designed as a fully immersive, multi-sensory space, the Stuga invites visitors to explore Sweden not through travel, but through touch, sound, scent, visuals, and breath.
Phase 1: 2 Weeks Before Stuga Launch
To build anticipation and spark curiosity, Visit Sweden launched teasers via social media:
Showing the Swedish Stuga Escape Room placed in the world’s most chaotic cities
Showing real parenting chaos transitioning into calming clips of Swedish Stugas surrounded by nature.
Even in a world full of noise, there’s a place that invites families to finally breathe.
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Sweden Is Bringing Calm to the Chaos—One Tiny Cabin at a Time
Press Kit Headline
Phase 3: During 2 Week Stuga Launch
Inside, quiet interviews with parents 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.
With Breathe Like a Swede, Visit Sweden reimagines the high-stress escape room as a calming, Swedish Stuga experience—inviting parents to slow down, engage their senses, and show that Sweden is a destination of a peaceful nature.
Inside, participants must:
Smell each scent box: 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, suggesting family-friendly activities
Listen to the sounds of leaves rustling in the wind, water running in creeks, and Sweden’s quiet cityscapes
After completing every sensory task guests 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
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Phase 2: 1 Week Before Stuga Launch
Press Kit Photos
Only then can they exit the Stuga, finally matching the rhythm of Sweden’s peaceful pace.
Before launching the Stuga Escape Room in major cities like Times Square, NYC, Visit Sweden shared press kits with top travel and parenting media.
The kits outlined the concept, locations, and purpose—offering families a peaceful, sensory escape during the winter, when many are longing for a summer break.
Each pop-up runs for two weeks, bringing calm to urban chaos.
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.
On social media, the campaign invited the public to vote on future Stuga locations, turning followers into co-creators in spreading Swedish calm.
Outside the Stuga, guides in traditional Swedish attire welcomed families, 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 channels.
