Every city in Sweden has a sign to welcome travellers and make them aware that they have now arrived. But these signs were not placed at the approach to either Stockholm or Gothenburg. Instead after a 3-hour drive towards each city, the time it takes the X2000 express train to complete the journey, making it clear that they would have been there by now if they had taken the train instead of the car.

The campaign received massive attention in the target group and created a huge amount of “word of mouth”, as well as receiving coverage in articles in the daily press, on the radio, on the Internet, etc. The campaign has already received accolades at EPICA and national awards ceremonies.