New in production services: tourism. Now that's what we call service.

"Let's face it, for creatives, foreign production is their opportunity to take a trip," says Jorgen Loof, executive producer and founder of Scandinavian newcomer Stockholm Production. Loof explains that he's installing a dedicated person at the company just to smooth vacation sidelines for visiting production and agency folk. That being said, "our plan is to raise the international standard of production services in general".

Founded by the same people behind prodco Atmosfär Productions, which has been making spots for international clients for 13 years, Stockholm Production was set up to take advantage of the increasing popularity of Scandinavian geography.

"People are astounded by the locations," says Loof. "Almost all of it is unspoiled and undershot. You don't see these things in commercials," he adds, citing everything from the archipelago that is 13th-century Stockholm to giant rounded mountains - apparently among the oldest in the world.

And this is the selling point. "We're going to focus more on people who are looking for something unique, rather than people who want to save money," Loof says. "We're not competing with Romania."

Rather a moot point, since it's unlikely Romania will be able to offer the same production standard for at least a few more years to come. It certainly doesn't brag Stockholm Production's ability to allow its clients to track and participate in all aspects of production via the Internet.

"Through the Web, you will be able to go to casting, see the sets, the studios and participate in all meetings," Loof says.

That's if you can't make it to Sweden. Still, remotely or not, Loof's goal is to get people to go somewhere other than "the same stretch of beach and the same roads in South Africa that everyone shoots cars on". After being an international director himself and spending "all those years abroad, I'm dying to show what we have here".

No commercial credits for Stockholm yet but for Atmosfär, tons. Recent efforts include the Cannes-shortlisted "How Do You Afford" and "The Carpet" for Ikea; Nescafe "Pub"; and Volvo "Waterhole".

Stockholm Production> www.stockholmproduction.com