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Välkommen till livet på ön

A concept to increase the attraction of Gotland as a place to live, work and visit.


Region Gotland


2020 –


Boost Brands

Type of Work



Social media


The Challenge


Gotland is a popular tourist destination. But the island suffers from an aging population and many young people of working age are moving away. Differ's job was to develop a communication concept that is engaging and promote Gotland as a place to live, work and visit. It was important that the concept could attract new target groups while also being liked and preferably even used by companies and organisations on Gotland.

The Solution


With the umbrella concept ”Livet på ön” or ”Life on the Island", Differ developed a long-term sustainable concept that could support all of Gotland's communication needs. Messages can be varied widely within the framework of the concept to carry different parts of what an entire society can offer. Examples of messages are "Welcome to working life on the island", "Welcome to holiday life on the island", "Discover cultural life on the island", "Discover entrepreneurial life on the island", "Discover everyday life on the island" and so on.


Gotland's official Instagram account was renamed Livet på Ön and made into a relay account that is taken over a few days at a time by different profiles whom we get to know in a personal and genuine way.


Differ has carried out several brand campaigns to strengthen Gotland’s brand.

To engage the citizens of Gotland we invited them to be host for our official instagram. For three days they shared stories about everyday life. The hosting has been a huge success and the waiting list of hosts is still long. 

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