Case study · Orient Tours · Stockholm · 2025 to 2026
Orient Tours: Social Media, Creative Direction, Campaigns and Email Marketing for a Stockholm Travel Agency
Orient Tours sells tailor-made trips to Swedish travellers who want something better than a package holiday. When I joined in July 2025, the Instagram had 341 followers, 650 views a month and almost no conversation. The work was good. The way it was shown wasn't.
I took over the whole picture: social strategy, the visual direction, every post, the newsletters, paid ads, and a full country campaign with Thai Airways and the Tourism Authority of Thailand. Here's what changed.
orienttours.seStockholm, Sweden
orienttours.seStockholm, SwedenReel
orienttours.seStockholm, Sweden
orienttours.seStockholm, Sweden
orienttours.seStockholm, Sweden
orienttours.seStockholm, SwedenReel
orienttours.seStockholm, Swedenorienttours.seStockholm, Sweden
orienttours.seStockholm, Swedenorienttours.seStockholm, Swedenorienttours.seStockholm, SwedenReel
orienttours.seStockholm, Sweden
orienttours.seStockholm, Sweden
orienttours.seStockholm, SwedenReelorienttours.seStockholm, Sweden
orienttours.seStockholm, SwedenPosts I designed for the Orient Tours feed, with their real view counts. One hook line, a serif and sans headline pair, and the brand gold.
01Where it started
One year of organic growth
On the left is the account the day I started: 341 followers, 10 interactions in a month, 2 new followers. Posting was occasional, there was no plan, no consistent look and no way of telling what worked.
On the right is the account today. Everything I changed is marked. No ads went into the growth, only content.
How it startedJuly 2025
How it is nowNovember 2026
- 1Organic followers 401 today, grown with no ads
- 2New bio Tailor-made, since 1971, Stockholm
- 3Contact up front Email, address and booking links
- 42.8K views in 30 days Up from 650 when I started
- 5Story highlights Travel facts, Events, Charterresor, Reviews
- 6The feed Every post designed by me in one visual system
Followers
341 → 393
+52 in one year
Views, one month
650 → 2,138
+229%
Interactions, one month
10 → 126
+1,160%
Ads behind the growth
None
100% organic
The 30 days before I started compared with August 2026, exactly one year later. Numbers from the monthly reports I kept in Notion.
02Social media growth
Views and interactions grew every month
I set up a monthly report from week one so we could see what was working and drop what wasn't. Reels and carousels with a strong first line pulled in people who had never heard of Orient Tours. By September, views were up 87% and interactions were up 353%. In October, the GoThailand campaign pushed it further.
See the monthly numbers
| Month | Views | Interactions | Reach | Profile visits | Followers |
|---|---|---|---|---|---|
| July 2025 | 1,486 | 19 | 511 | 39 | 341 |
| August 2025 | 2,307 | 62 | 418 | 56 | 341 |
| September 2025 | 2,780 | 86 | 354 | 66 | 352 |
| October 2025 | 3,959 | 117 | 972 | 105 | 371 |
03Strategy & creative direction
Connection first, sales second
Orient Tours had great trips, but online it had no personality. Most travel agencies in Sweden post offers and prices, so I wanted to bring something they didn't have. Instead of approaching it with a sales mind, I focused on connecting with the audience first.
Emotion first, then the trip. I wanted people to fall in love with travelling before anything else: the light on a Mauritius beach, a quiet morning in Sri Lanka, a helicopter over the archipelago. The booking follows. That's what got people following, commenting and coming back.
BeforeThe content I inherited
- Random clips and event photos
- Busy collages with contact details
- No hook, no story, no common look
AfterContent I created
- One hook line on every post
- Cinematic photos, calm colour
- Serif and sans headlines, brand gold
Made by me
I created all of the content myself. I came up with the video ideas, filmed some of it on location and in the office, designed every post and edited every reel. Nothing was outsourced.
orienttours.seStockholm, Swedenorienttours.seStockholm, Swedenorienttours.seStockholm, SwedenThe headline system in action. My best post that autumn reached 1,197 views, almost double what the whole account got in the month before I started.
One line that stops the scroll
"Need a break that actually heals?" "This is NOT a regular Egypt trip." The headline does the selling, the photo does the dreaming.
Same type, same gold, every time
Serif italic plus bold sans, a gold arrow for carousels, the logo in the same spot. You know it's Orient Tours before you read the name.
Written for the people who book
Copy in Swedish, prices in kronor, departures from Stockholm. That's why the Swedish share of the audience went from a third to more than half.
Tools I used
Canva
Posts, carousels, stories and newsletter graphics
Adobe Illustrator
Brand graphics, icons and print
CapCut
Reels, edits, captions and sound
AI image tools
Image creation, concepts and visual ideas
Notion
Content calendar and monthly reports
Brevo
Newsletter design and sending
04Campaign case study · Thai Airways × Tourism Authority of Thailand
GoThailand · €8,000 partner campaign
How a swipe game reached 101,962 views in four weeks
Swipa. Matcha. Flyg. The full story, from the first teaser to the final report.
4 weeks43 pieces3 platformsThai Airways × TAT
Read the full campaign report →
The campaign at a glance
GoThailand: a swipe-to-win campaign
A €8,000 partner campaign with Thai Airways and the Tourism Authority of Thailand. The goal was to make Swedish travellers dream about Thailand. I ran it end to end: the strategy, the 4-week content calendar, every story, reel and post, the TikTok ads, the newsletter, a digital street poster, and the final report. The highlights are below, the full report is one click away.
The core idea was an interactive guide where you swipe through Thai destinations like a dating app, find your match, and enter to win two flights. Simple to explain, fun to share.
Week 1 · Oct 13 to 18
The tease
"Något stort är på gång..." Mystery stories and a cinematic teaser reel.
Week 2 · Oct 20 to 24
Engagement
Official contest post, quiz stories and polls to get people playing.
Week 3 · Oct 28 to 31
Conversion
Destination reels and the newsletter, all pointing to the guide.
Week 4 · Nov 6 to 7
Final push
Countdowns, FAQs and "last call" stories to drive the last clicks.
Views by platform
Halfway through, I noticed the swipe mechanic fit TikTok's 25 to 40 crowd perfectly. They swipe all day. So I moved part of the budget into TikTok ads, and that's where 97% of the views came from.
TikTok ads
05Email marketing
From a wall of text to a newsletter worth opening
The old newsletters were sent from Mailchimp with broken header images, typewriter headlines and long centered paragraphs. I moved everything to Brevo and designed a new template from scratch to match the brand: one story per block, strong images, a clear gold button and the same serif headlines as the feed. I wrote every issue too.
- Broken images at the top, so the first thing readers saw was an empty box
- No hierarchy, mixed fonts and colors fighting for attention
- Links buried in text, no real call to action
After · Newsletter collection
Designed and written by me in Brevo
Dubai & OmanEmirates partner issue
Charter, car hire & helicopterSummer services issue
VietnamWinter sun issue
One story per blockEasy to scan on a phone
Serif headlines, gold buttonsMatches the Instagram feed
Real trips with pricesEvery block leads to a booking page
06Marketing materials
Taking it outside the screen
I also designed a digital poster for the TV screen outside the Orient Tours office on Torsgatan. People walking past could scan the QR code and land straight in the Thailand guide. It's a small thing, but it made the campaign feel real in the neighbourhood.
07What I owned
One person, the whole marketing picture
Want to see the full campaign report or the monthly decks? I'm happy to walk you through them.