A flight free influencer campaign promotes a sustainable living

Make IT Malmö goes flight free

Make it Malmö by Malmö Tourism is a campaign that invites social media influencers to visit Malmö. In 2020, the campaign will take an important step towards sustainability by becoming flight free. The plan is to invite selected influencers to Malmö and cover all costs related to their trip (including transportation by bus, train, car or ferry) in return for publicity on social media.

Make It Malmö will set an example by reducing the number of influencer arrivals by plane from 70% in 2019 to 0% in 2020. Over the same distance, flights emit 10 times as much CO2 as busrides, so it is paramount that destinations encourage shortdistance visitors to travel sustainably whenever possible.

The program will also change its recruitment strategy by increasingly inviting influencers who already promote sustainability on their SoMe accounts. Make it Malmö reached 6,2 million people in 2019 and its aim is to strengthen Malmö’s brand as a sustainable destination while also raising awareness about sustainable travel.