In pictures: Volvo's Scandinavian hideaway

Volvo worked with agency TRO to create a Scandinavian hideaway at this weekend's Camp Bestival (28-31 July).


Named after a concept in Swedish culture whereby people take a break out of their busy schedules, the 'Fika by Volvo Cars' hideaway hosted free kids craft activity sessions throughout the day as well as complimentary refreshments and sweet treats.

Campers also enjoyed a free shuttle service to the Camping Plus area courtesy of Volvo.

The brand will reappear at Festival No.6 in Portmeirion, North Wales, from 1 – 4 September where it will create a Swedish Spa experience for Boutique Camping customers, offering luxury wood burning hot tubs for glampers to relax and recharge. There will be a free Park & Ride shuttle service to continue the brand's ethos of offering distinctive premium experiences.

Kylee Rush, events manager, Volvo Car UK, said: "I’m really pleased with the extremely positive response we have received for the experiential activity TRO created for Volvo Cars at Camp Bestival this year. The partnership with the festival has continued to provide Volvo with the perfect platform to engage with our target consumers in a fun and engaging way."

Volvo is planning a series of experiential activities, including a racetrack and sailing simulator at Aberdeen Asset Management Cowes Week from 6-13 August.

Back in April it created two Scandinavian-themed pop-up shops in Glasgow and Reading to launch its new S90 and V90 models.

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