Scandic Go turned a hotel channel into an insider guide!

We dug into what travelers actually search, ask, and crave, mapping the full journey from dreaming to booking to check‑out. The signal was loud and clear: people want authentic, local discovery. Not Tripadvisor reruns, but the places locals love, cozy corner cafés, under‑the‑radar bars or a lesser-known activity that brings out the best of Stockholm’s vibe.

We built a content engine that matched Scandic Go’s brand identity and visual expression, blending city exploration with moments that highlighted the hotel’s comfort and convenience. With reach and follower growth as core objectives, we activated a hybrid distribution model. Organic content primed the brand channel for consistency and credibility. In parallel, we launched carefully selected influencer collaborations, on‑ and off‑handle, choosing creators whose aesthetic and values mirrored Scandic Go.

To ensure the right people actually saw the work, we pivoted our media playbook and added a paid layer. We targeted Norway, Germany, Denmark, and Finland, audiences likely to visit Stockholm, driving awareness among tourists earlier in their planning window. This paid boost translated into tangible follower growth from those markets and amplified the reach of creator content. Throughout, we kept the focus on audience intent, not guesswork, letting curiosity lead the creative, and letting data steer distribution.

We turned Scandic Go into a go‑to local guide and grew relevance among travelers in key feeder markets, delivering scale, stickiness, and the followers that matter.

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