Hotels.com was launching its annual global travel trends report, and our task was to create a Scandinavian activation that drove visibility and earned media coverage.

We focused on one key trend: Destination Dupes – trips that resemble famous tourist spots but without overtourism or high prices. Scandinavia, we discovered, is full of such lookalike destinations.

The result was Dupes of Scandinavia – a travel guide featuring ten Nordic destinations that mirror iconic places worldwide, like Visby (Dubrovnik), Råbjerg Mile (the Sahara Desert), and Geirangerfjord (Milford Sound). Each chapter showcased the visual similarities, fun insights, and fitting hotel tips from Hotels.com’s collection.