Video: Why Tourism Houses From Across the Globe Made a Splash at SXSW

From Scandinavia to Australia to Japan

Video: Josh Rios; Editor: Breana Mallamaci
Headshot of Sammy Nickalls

SXSW felt like a trip around the globe—and not just because of the amazing cuisine. Tourism houses had a massive presence at this year’s festival, and even seasoned Adweekers were stumped as to why. So we decided: Why not ask them ourselves?

Adweek video producer/editor Josh Rios and I spoke with marketers from Scandinavia, Australia and Japan about their SXSW strategy and ultimate goals for the festival. Their answers cement the festival as the ultimate meeting place for marketers not just in the United States, but all over the world.

“SXSW, for us, is a melting pot and creative hub of the world,” said Didrik Fjeldstad, vice president, brand and marketing, SAS. “…It’s the intersection between arts, tech, culture. That’s interesting for us. We’re trying to replicate that, but through our values.”

@sammynickalls Sammy Nickalls is a freelance writer and the former departments editor at Adweek.
Publish date: March 14, 2019 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT