Grafenstein has secured the account of Swedish Lapland, thus expanding its public relations expertise by another destination. The Berlin agency will be positioning the region as a playground for men; a place to be inspired and invigorated; a wilderness where unimagined possibilities are made tangible. The very first press release picks up on this theme by introducing the new Volvo campaign, which was filmed in Swedish Lapland. Even if it features the Volvo XC60 and XC70 and next generation engines of the Drive-E family, the real star is Swedish Lapland’s spectacular landscape. Themes that appeal to men in particular will define the communications strategy for this client: men’s dreams fuelled by lashings of horsepower, barbecues over an open campfire, and sleeping in unusual places, such as the ICEHOTEL, which is built from scratch every year from blocks of ice.