This study examines the marketing strategies and methods used to promote the 1912 Stockholm Olympics. With a focus on how Sweden was portrayed to international audiences, particularly in England and the United States. The research addresses a gap in existing literature by providing an in-depth analysis of the nationalistic elements in the promotional material from 1912. This by using Benedict Anderson’s theory of imagined communities. The study explores how Sweden’s natural landscapes, traditional costumes, cultural aspects and historical references were used to create a strong and unique national identity. Included in the promotional materials studied are booklets, letters and the official poster all originating from the national archives. A qualitative content and image analysis was being used to reveal the underlying messages and values intended to attract tourists. The results suggest that the marketing efforts were heavily influenced by the desire to showcase Sweden as a modern yet culturally rich nation. Highlighting its natural beauty and heritage to foster national pride and international appeal based on nationalism.