Visit Sweden Asks Tourists to Explore the Real Places Behind Ikea's Product Names

The fact that many Swedish words are associated with Ikea items presents a dilemma for the tourism body

Driving relevance means driving growth. Join global brands and industry thought leaders at Brandweek, Sept. 11–14 in Miami, for actionable takeaways to better your marketing. 50% off passes ends April 10.

Bolmen is a picturesque lake in Sweden, where visitors can explore an unspoiled natural environment in a canoe, hike down trails or pick berries. But it is also the name of a toilet brush sold by Ikea

When Visit Sweden was planning its latest tourism campaign, it realized that many Swedish names of popular Ikea products are taken from real places in the country. Yet most people outside the country don’t know this and, instead, associate hard-to-pronounce Swedish words with mundane household items such as trash cans and shelves, rather than exciting travel destinations.  




Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in