King Launches Stokholm Virtual Tour Guide

They say that the best way to be a tourist in a city is to be guided by someone who lives there, but what about all the tourists who don’t know anyone? Swedish ad agency King has come up with a solution to his age old problem.

King has released a new type of tourist guide, for Taxi Stockholm, based on GPS data from millions of taxi journeys around the city.

The guide, named Taxi Trails, uses heat maps to mark out Stokholm’s most popular taxi destinations. Users can easily zoom in on an area to explore the places around the hotspots and. Perhaps it’s a restaurant, a shopping street or a bar? They can also book a taxi direct from the website and get taken straight to the destination.

You can also filter and sort the GPS-data in a number of ways. There’s an option to choose ‘day’ or ‘night’ and you can choose to see where the people from a particularly neighbourhood usually go. You can also view the map without the most popular places, so it’s easier to find hidden gems.

“With over eight million trips per year around the city, we at Taxi Stockholm truly know where the locals go. And by taking all our GPS data and placing it onto a map we made this knowledge available to all tourists visiting our beautiful city. Our hope is that this will help them experience the city the way the locals do”, says Carina Herly, marketing director at Taxi Stockholm.

“We thought that it would be really interesting to make a different type of guide that isn’t based on people’s opinions, but actual behaviour. With Taxi Trails you can explore where the locals really go.”

Taxi Trails is part of an integrated advertising campaign with outdoor ads in Stockholm and digital ads on Swedish tourist sites, which are available on mobile, tablet and desktop.