Visit Sweden made an audio horror story you can only hear in the Swedish woods

Horror author John Ajvide Lindqvist wrote the spooky tale for the geo-restricted experience

Published On
Oct 28, 2022

Editor's Pick

Sweden's tourism board, Visit Sweden, has impressed us with its creative originality in recent years -- such as when it listed the whole country on Airbnb, or explored the places behind Ikea product names. Its latest, coinciding with Halloween this year, leans into the current trend for horror movie related marketing with an audio book horror story that you can only hear if you go to Sweden. 

Swedish horror author John Ajvide Lindqvist (known for “Let the Right One In”) created "Kiln," a creepy story that is centered on the enchanting forests of Sweden. The story invites listeners to walk in the footsteps of a character who encounters the enchanting huldra, a forest nymph; there's a video promoting the story that you can watch here. 

The twist? You can only listen if present in the Swedish forest, as Visit Sweden applied a geo-restriction. ( If that disappoints you, it's actually making it available to English listeners this Halloween weekend only, from Friday to Monday via its website. But after that, you'll have to, well, Visit Sweden.)

"In a time when the whole world is obsessed with fantasy and spirituality, it feels right to invite tourists to experience the depth of the Swedish forests, which are full of myth and mystery," commented Tom Beckman, Stockholm-based global chief creative officer of Weber Shandwick, which created the experience. 



Oct 28, 2022
Client :
Visit Sweden
Agency :
Weber Shandwick
Nils Persson
Chief Executive Officer :
Jennie Missuna
Project Manager :
Helena Salomonson
Project Manager :
Lisa Voltaire
Head of PR :
Viveca Burkhardt
Head of Web/SoMe :
Malin Careliusen
Brand Manager :
Robert Hedlund
Social Media Manager :
Anna Hjerdin
Site Manager :
Helena Lundberg
Client Director :
Malin Severin
Project Manager :
Cecilia von Beetzen
Project Manager :
Elisabeth Avrotin
Chief Strategy Officer :
­Amanda Engström
Creative Director :
Hanna Belander
Art Director :
Felix Holfve
Head of Insight :
Edward Boethius
Digital and Content Specialist :
Fredrick Lewandowski
Creative Director :
Petter Lublin
PR Coordinator :
Ella Stork
PR Specialist :
Daniel Wahlström
PR Specialist :
Elin Dahlstedt
Activation Specialist :
Maja Ekman
Film Producer :
Samuel Hahn
Motion Designer :
Alex Zeeman
Senior Designer :
Kalle Mattson
Global Chief Creative Officer :
Tom Beckman
Chief Creative Officer :
Angela Mears
Executive Vice President Media Relations :
Meaghan Jones Koppel
Executive Vice President Influence :
Mananya Komorowski
Vice President Production :
Kirsten Slotten
Director Platform Strategy :
Kareya Saleh
Manager Media Relations :
Hannah Jones
Junior Associate Influence :
Matthew Keith
Production Company :
Production Manager :
Maja Lobas
Production Manager :
Johan Falkman
Photographer :
Johan Wennerström
Director :
Marcus Svanberg
Media Agency :

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