When Facebook duly nudged me towards a travel competition in its ads today, I was happy to click and find out more. After all, who wouldn’t want to hop over to Stockholm, home of ice-cool fashionistas, a gorgeous archipelago of tiny islands to explore and a medieval quarter (Gamla Stan) where you can wander through tiny side-streets and discover the city’s past? As you can probably tell, it’s been sitting on my wish list for a while.
This also sounded like a cool competition because the tourist board took advantage of current technology and made it fairly effortless for people to enter, by using Instagram, or sending a photo by email if you don’t have access to the app. How inclusive, I thought – even giving non-Instagrammers the chance to win. But then I did a double take at the other conditions: they wanted entrants to take a photo from Stockholm, in order to bag a holiday there. Say what?