Andreas Cederlund becomes Head of Promotion PR at Swedish Lapland Visitors Board

Andreas Cederlund steps in as a key player in the team and will have an important role in positioning Sweden’s Arctic destination in the world. Andreas comes most recently from the consulting side where he worked with communication and marketing for, among others, Fjällräven and the cultural festival Kiruna Kultura.

“We are thrilled to welcome Andreas to our fantastic team. The hospitality sector in Norrbotten has made a phenomenal development journey over the past 10 years. The international position is strengthened every day and creates a context for the county’s tourism businesses. Andreas will have an important role in continuing to increase the desire to travel to Sweden’s Arctic destination,” says Annika Fredriksson, CEO of Swedish Lapland Visitors Board.

In his role as Head of Promotion PR, Andreas will work on positioning and developing the destination brand through tactical marketing efforts and active PR processing. The goal is to engage and activate potential guests. With hundreds of press visits in recent years, Sweden’s Arctic destination is in high demand and has high news value among travel press worldwide – here Andreas has an important role in collaborating with international media actors.

Back where it all began

Andreas, who was born and raised in Kiruna, moved away for studies but then returned to work with marketing and communication at Björkliden Fjällby. Love later took him to Stockholm, but he has often returned to his home region, both privately and for work. During his 13 years as Head of Global Brand experiences at Fjällräven, he was involved in taking the hiking event Fjällräven Classic abroad, among other things. Now he brings his experiences from the outdoor industry into his new role.

“Swedish Lapland Visitors Board has been on my radar for many years, and when this opportunity came up, it felt absolutely right. The region is close to my heart, it feels like coming home both professionally, mentally, and physically. To inspire people to travel here and meet the people and the place is a privilege,” says Andreas and continues:

“It is well established that those who spend time in nature will make more conscious choices to preserve it, and if we can contribute to that, I’m satisfied.”

Uncertain global factors and increased interest in Arctic Sweden as a destination where travel habits, patterns, and behaviors are changing rapidly mean that marketing and communication work must constantly evolve.

“Andreas’ experiences will be a great asset for our continued development and aspiration to be the Arctic’s most responsible destination,” says Annika Fredriksson.

Andreas has been in place since August and you can reach him at 070-290 11 80 or andreas.cederlund@swedishlapland.com