'Sweden's most Swedish job'

Englishman in the running for 'Sweden's most Swedish job'
http://www.thelocal.se/19542/20090519/

This is from May, 2009, but I just saw it today:

The Swedish Tourist Association (STF) has launched the search for a suitable person to fill "Sweden's most Swedish job".

... STF has launched the campaign to search for a fortunate soul to travel the length and breadth of Sweden during the summer months and "experience the best, eat the best and try the best" that the Scandinavian country has to offer.

The competition is inspired by an Australian game show to find suitable applicants to fill the post of the so-called "best job in the world".

I wonder if these kinds of free (or even paid) trips are a trend. As user-generated content increases, companies want their products and campaigns mentioned...