Yellon developed a brand-building communication concept to support local businesses in Vellinge municipality during the COVID pandemic. The goal was to attract more visitors, ideally staying at least one night. The concept also lay the foundation for ongoing work on the municipality's destination brand.
Attracting visitors in a pandemic was a challenge. We had to deal with an uncertain future and be prepared to adapt to current recommendations and restrictions. At the same time, we were laying the foundations for long-term work with the municipality's destination brand. Therefore, it was crucial that our strategy included both short- and long-term perspectives.
Even in the pandemic, most people dreamt of traveling and exploring new things. We wanted to reach out to residents in the Falsterbo and Skanör area with the message that a visit provides a holiday feeling at home. Our solution was the concept "Vacation Feeling" – a guide to experiences in southwest Scania. Our delivery included the concept name, logotype, graphic identity, an updated website and strategic work with social media.
The key was finding a name that the entire municipality’s business community could rally around. It had to be broad enough to include various industries, while linking to the project’s purpose. Vacation Feeling was a natural choice – everyone is familiar with that special feeling of freedom, relaxation, fun and indulgence. On the Falsterbo peninsula and its surroundings, anyone can experience a holiday feeling. There is something for everyone.
The logotype and graphic identity originate from the Falsterbo peninsula’s unique location with its mile-long beaches and magical sunsets. The colors are inspired by the sea, the evening sun and Sweden’s whitest sand. A luxurious, relaxed feeling mixed with sports and activities. A destination to dream about.
The website is the hub of Vacation Feeling communication. Containing southwest Scania’s best experiences under categories like Farm shops, Family fun, Golf and Beaches. A page with news, articles and mini guides present local personalities’ and tourists’ shared tips. Your own Vacation Feeling guide is created by saving activities and anything you are curious about in your Favorite list.
Vacation Feeling’s social media roused interest in Falsterbonäset and the surrounding area as a holiday destination. Together with our client, we plan and produce content on an ongoing basis for Instagram and Facebook.
The basic goal of securing EU financing for the project was met, with one of the justifications being how the concept was packaged and how the business community could rally around a joint brand. The number of overnight stays in the municipality also rose significantly.
