A 12-week internship focused on how a city tells its own story to three different audiences at once — tourists, locals, and families — each needing a different tone and format across reels, stories, and carousels. Alongside the day-to-day content, I led the launch of a new podcast, Lyssna på Lund, from concept through to episode copy and promotion, and rewrote the website's copy for SEO, building an image archive of over 1,900 photos to support the storytelling going forward.