As part of ‘Going Glocal’, Embassy of Sweden’s Public Diplomacy program for 2014, Sweden put its own distinctive spin on the classically American experience of a road trip with the project Sweden on the Road. In tours of different geographical areas – the Midwest and the West Coast – the Embassy of Sweden in the United States hit the road on a grand tour to connect with Americans in cities, towns, and rural areas and to exchange ideas with students, entrepreneurs, decision-makers and others.