Brand Tone

Friendly and Welcoming, Nature-Oriented and Authentic, Relaxed and Peaceful, Helpful and Informative, Family-Run and Personal

Brand Values

• •Connection with Nature
• •Tranquility and Relaxation
• •Authentic Experiences
• •Hospitality and Guest Satisfaction
• •Family and Community
• •Accessibility to Outdoor Activities

Best Practices

• •Emphasize "Nature First": Always lead with the connection to the outdoors, the river, mountains, and wilderness experiences. Use descriptive language that evokes the sights, sounds, and feelings of being in nature.
• •Maintain a Friendly, Personal Voice: Write as if you're speaking directly to a friend or welcome guest. Use inclusive language ("we," "your," "us"). If appropriate, subtly reference the family-run aspect to build trust.
• •Highlight Tranquility and Authenticity: Focus on the peace and quiet the campsite offers, and the genuine, non-commercialized outdoor activities. Avoid overly corporate or sales-y language.
• •Be Genuinely Helpful and Informative: Provide clear, concise information about what guests can expect, what activities are available, and how to make the most of their stay. Anticipate their questions.
• •Showcase, Don't Just Tell, Through Visuals and Stories: Complement copy with high-quality photos and videos (as done on Instagram). Encourage user-generated content and share guest stories (with permission) to reinforce the positive social perception and authentic experiences.

Social Perception

Positive, Valued for Location, Appreciated for Atmosphere, Trusted for Service, Seen as a True Nature Escape, Good Value

Copy Examples

• •Headline: Stöten Camping: Your Wilderness Heartbeat. Body: "Breathe deep by the Görälven river. Cast a line into pristine waters. Hike trails that whisper ancient stories. At Stöten Camping, find your rhythm in the wild. Family-owned, nature-loved. Book your escape."
• •Headline: Unplug. Unwind. Reconnect. Stöten Camping. Body: "Leave the noise behind and step into the tranquility of Stöten Camping. Cozy cabins, riverside pitches, and endless skies await. It’s more than a campsite; it’s your family’s nature retreat. Peter & Minna welcome you!"
• •Headline: Adventure Starts Here. Fish, Paddle, Explore at Stöten Camping. Body: "Ready for an authentic Swedish outdoor experience? Rent a canoe and glide down the Görälven, master fly fishing with our local tips, or explore breathtaking mountain trails. Stöten Camping is your basecamp for unforgettable memories."
• •Headline: Stöten Camping: Where Summer Whispers & Winter Roars. Body: "Year-round adventures by the river! Enjoy sun-drenched paddling and fishing in summer, or crisp, snowy landscapes perfect for nearby skiing in winter. Your cozy spot in nature, any season. Check availability!"
• •Headline: Real Sweden. Real Camping. Real Welcome. Stöten Camping. Body: "Forget the fuss. Embrace the simple joys of nature at our family-owned wilderness campsite. Spacious pitches, glamping under the stars, or a warm cabin by the river – your perfect escape is waiting. Come experience the heart of Dalarna."