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Swedish ad agency Ingo Stockholm may have produced the most innovative and humorous tourism marketing campaign ever. "The Swedish Number," created to promote the Swedish Tourist Association, allowed anyone, anywhere in the world, to dial in and be connected to a random Swede. Swedes signed up to participate, and when you called the number any time of day, you were connected to one of them. Even the prime minister took calls.
Over 250 days, there were more than 128,000 calls from 178 countries. The campaign was covered in media around the world (it was even mentioned by President Obama in a press conference) and racked up some 9.1 billion media impressions.