I studied Marketing at university and got an internship at the Swedish Travel and Tourism Council (today it is VisitSweden)
How long have you been in your current role?
I have been working with press & PR at Stockholm Visitors Board since Oct 2004, so more than 10 years.
What's the funniest thing that's happened during a group press trip to your or your guests?
During the Millennium trilogy era I was sitting at an outdoor café together with an American journalist that was here because of her love for the books and films of Stieg Larsson. I just told her about the connection between this area that we were sitting in and the popular books, how the films were filmed here and that the author also had lived here. And all of a sudden the actor Mikael Nyqvist, who played the main character in the Swedish Millennium films, stopped by the café. It was like I had ordered it!
Another true story is that we played an important role for two people during the annual Stockholm Design Week a couple of years ago. A Japanese boy met a Russian girl and love sparkled. We received a thank you card one year later saying they were about to get married!
What advice can you give aspiring bloggers or those new to media trips on how to be the ultimate guest on a press trip?
Be curious, positive and open minded. A pressgroup can be a mix of international media or with national competitors, but either way, try to see it as a way of meeting new friends. And respect the planned itinerary. When you are accepting an invitation for a group trip it is important to try and follow the itinerary and book other private meetings or interviews during the free time. It is also advisable to inform the press contact if you want to book things outside the itinerary prior to the trip. I want each journalist to have the best experience ever when visiting Stockholm, and I try to be flexible about special requests.
What's the No 1 mistake to avoid for newcomers of press trips?
To have a negative attitude. It only takes one negative person to pull down a group of positive persons.
What is the No. 1 must see or do in Stockholm?
The No.1 must see or do in Stockholm is to visit one of the hills or view points to see the beauty of the city. I never get tired of it, and every season has its beauty.