“We decided to put an end to the confusion by sending those in need of clarification to Switzerland, accompanied by a Swedish tour guide, to once and for all explain the differences between the countries,” Gabriel Leupold, Senior Director Sales Nordic & Baltic Countries, Lufthansa Group, said of the marketing campaign.Sweden and Switzerland may share many common points: They are both democracies located in Europe, have a history of neutrality, have great skiing stations and stunning nature.The Swedish Association of Local Authorities and Regions, SALAR, is both an employers' organisation and an organisation that represents and advocates for local government in Sweden.
Ask any Swede, or Swiss person for that matter, if they’ve ever been subject to people confusing their country with that “other European country with almost the same name”, and you’ll get a lot of nodding heads.
Or more common still, people referring to their homeland as “Swederland” – some kind of European paradise apparently filled with blondes, chocolate, snow, Volvo cars, cheese, fika breaks and much, much more. This week, Lufthansa’s Swiss International Air Lines (SWISS) launched a competition aimed at ending the never-ending mix-up between the two countries, by offering to take 24 winners on a tour through the non-existing “Swederland”.
"I have always considered what some call 'the Swedish model' a true source of inspiration in many respects," France's President continued.
Some of the subjects the two leaders discussed in the French capital included the EU, climate change and migration.
But the airline is not the first to launch such an initiative.
In 2013, Swedish authorities launched a competition in China, where people were invited on social media to come up with funny ways to keep Sweden and Switzerland apart."We have talked about the need to better manage the migration flows to Europe.This is obviously a key issue for both our countries.Speaking alongside Löfven after the meeting between the two at the Elysée Palace on Monday, Macron opened his statement by heaping praise on Sweden."Sweden has managed to develop its social model without ever betraying it, reconciling a competitive model with real demand for social justice," he said.But they also have plenty of differences, including the fact that Swedes don’t speak any of the Swiss languages, and one of the two countries is located in Scandinavia, while the other is, well, not.