The new site won the publishing award.

In February 2019, Visit Sweden hired Curious Mind to find a "sharp web editor for the Traveller Experience department." The choice fell on Sanna Dahlin, who took on the assignment.

In addition to managing, optimizing, and maintaining the site visitsweden.com, the content work was to be further developed, and a more editorial approach was initiated within the department. The role involved streamlining the planning, production, and publishing of textual content in English, which would then be translated, adapted, and further distributed on the company's global websites and marketed in social media channels. The editorial team was also tasked with realizing a new, conceptual content service for regional tourism organizations.

"The collaboration with Sanna during this intense project, which lasted for 15 months, has been invaluable. The support I received from Sanna for requirements setting, structure setup, and content creation has resulted in a smooth and trouble-free launch."

Malin Czernik, Digital Development Manager, Visit Sweden

The editorial chief, Nina Björn, Head of Web and a freelance consultant from Curious Mind, developed the content in collaboration with the company's content agency and Sanna Dahlin. The content work focused on accuracy and high quality, based on Visit Sweden's audience insights and communication platforms.

Both work processes and briefing templates were soon in place. Proofreading and quality assurance were done in close cooperation with the company's production agency. New working documents in the form of an editorial calendar and publishing documents facilitated collaboration with Visit Sweden's other web editors and social media managers in local offices worldwide.

The editorial chief, Nina Björn, Head of Web and a freelance consultant from Curious Mind, developed the content in collaboration with the company's content agency and Sanna Dahlin. The content work focused on accuracy and high quality, based on Visit Sweden's audience insights and communication platforms.

Both work processes and briefing templates were soon in place. Proofreading and quality assurance were done in close cooperation with the company's production agency. New working documents in the form of an editorial calendar and publishing documents facilitated collaboration with Visit Sweden's other web editors and social media managers in local offices worldwide.

"In two years, we have produced close to 150 articles about destinations and activities in Sweden. Sanna has contributed outstandingly, from inventorying existing web content to ordering and proofreading, and, not least, in building and publishing quality articles with a strong visual feel that showcase the breadth of Sweden as a travel destination," says Nina Björn.

In 2019, a development project for Visit Sweden's B2C websites also started. The sites were to be upgraded in terms of functionality. Still, they received a completely new menu structure, upgraded design, and more features and were made more accessible. Sanna was involved in planning the site structure, setting back and front-end requirements against the digital agency Fröjd Interactive, conducting user tests, and reporting bugs. The project was rolled out at the end of March 2020 on visitsweden.com, .de, and .fr. In the fall of 2020, the Dutch site .nl was launched on the new platform.

In November 2020, Visit Sweden was awarded the Publishing Prize with the motivation: "Visit Sweden – a guide to Sweden. For a skillfully cohesive site with well-written and engaging texts." A clear receipt of a successful site launch and solid content work.

Of the nearly 200 web articles that Sanna published during her two years at Visit Sweden, about 80 percent were the result of editorial work. The remaining 20 percent were leftovers not managed before our consultants completed their assignments.

The content service for partners was delivered both in 2019 and 2020. Besides receiving good feedback internally and externally, the optimized planning meant that the service also achieved a 70 percent profit margin.