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New Stockholm Online Marketing Campaign Targets Gay and Lesbian Travel

Following a successful lesbian targeted campaign in 2011, one of Europe’s leading destinations - Stockholm, Sweden - has an online social media campaign showcasing a diverse range of interests for lesbian and gay tourism.


Discover the world’s ’Favourite LGBT-Friendly City’, fly with award-winning SAS Scandinavian Airlines with a local Stockholm resident guide - to highlight some of the best of their own favourite things which the city has to offer. 

Entrants choose between six guys or girls, depending on what most interests them, each being a Stockholm ambassador for a specific theme, such as Arts & Culture, Sports, Outdoor, Fashion & Design, Food & Flavours or Music & Nightlife.

The new social media campaign, Win A Date With Stockholm, is live online until June 30, 2012 at and is organized by Stockholm Visitors Board, VisitSweden, SAS Scandinavian Airlines and the Stockholm Gay & Lesbian Network

Six men and six women represent their various favourite leisure themes in the city, and people can choose the person they want to meet based on the program they have tailored to their specific theme.

The ambassadors hoping to show their very own ideal time with Stockholm include the rugby player Daniel, the flight attendant Malin, the stylist Magnus and gold-medal awarded sportswoman Linda.

“The ambassador who receives the most votes becomes the winning guide for the campaign, and four lucky winners - and a travelling companion - win a ’date’ with Stockholm based on their choice,“ says Christina Guggenberger, head of the Stockholm Gay & Lesbian Network within Stockholm Visitors Board. ”As Stockholm has just been awarded the title ’Favourite LGBT-Friendly City’, we are really looking forward to giving our gay and lesbian guests this unique opportunity to experience our city with a local who can help them discover hidden gems that make Stockholm so wonderful - which you won’t find in your average guidebook.” 

Win A Date With Stockholm runs until the end of June and can be found at the Stockholm Gay & Lesbian Network’s Facebook page and blog, which can be located via

Out Now
 -- -- which has for four years worked as the LGBT specialist agency for Stockholm Visitors Board is working on marketing the new campaign for the city. 

Stockholm has received several nominations from the LGBT media over several years. Most recently the readers of leading Magazine EDGE voted Stockholm their “Favorite LGBT-Friendly City” in the ’2011 Best EDGE Awards’. SAS Scandinavian Airlines was named “Favorite Airline” by those voting and Stockholm actor Alexander Skarsgård was awarded “Favorite Actor in a Gay-Friendly Series” for his work on the HBO television series True Blood. 

For more information please contact: 
1) Christina Guggenberger
Project Manager 

Stockholm Gay & Lesbian Network: christina.guggenberger @

2) Ian Johnson
Out Now: info @ 

Stockholm Gay & Lesbian Network is a partner project cooperating closely with the travel industry and special interest organizations in order to better meet the needs of LGBT travellers.  

Stockholm Visitors Board is the official visitors bureau of Stockholm fully owned by the City of Stockholm.



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