How Norwegian Government Promoted Norway as a Holiday Destination – For Norwegians

To promote Norway as a holiday destination for Norwegians, VG Partnerstudio created a series of articles that involved the readers and took them on a journey to explore Norway.
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Summary

To promote Norway as a holiday destination for Norwegians, VG Partnerstudio created a series of articles that involved the readers and took them on a journey to explore Norway. The aim was to get 200,000 page views, but the articles gained 727,677 page views in total.

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Publisher/Agency: VG Partnerstudio
Campaign: Innovasjon Norge: The Hidden Gems of Norway
Brand: Innovation Norway
Country: Norway

Misson

Innovation Norway is the Norwegian Government’s most important organ for innovation and development of Norwegian enterprises and industry. Innovation Norway is responsible for the development and maintenance of Visitnorway.no – the official travel guide to Norway.

Norwegian travelling habits have changed towards Norwegians spending their holiday and leisure trips abroad more often.

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The main objective of this project was to increase Norwegians interest for domestic travels, by providing people with more “reasons to go”.

On completion of the campaign the target audience should ultimately:

  • Have gained knowledge about travel opportunities in Norway, and discovered new destinations.
  • Have increased their interest to travel in Norway, both for leisure trips and long-stay.
  • Have gained knowledge about where to go for inspiration and information about travelling in Norway.
  • Have changed their perception of Norway being “too expensive to travel”, towards understanding the value of travelling in Norway and thinking it is well worth it.

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The idea was to involve the reader, and take them with us on a journey to explore Norway and all its beauty.

KPIs

The KPIs for the case was:

  • To increase a desire to travel in Norway – both on holiday and weekend trips.
  • To increase traffic to visitnorway.no.
  • To increase awareness of VisitNorway’s app.

Ultimately, the target of the campaign was to get Norwegians to realize that visitnorway.no is not just a platform created to guide foreigners on long-stay holidays in Norway, but a great place to discover new, exciting activities and destinations – both for short weekend trips and longer stays.

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Lack of knowledge is the main obstacle to pick Norway as a holiday destination. A lot of Norwegians think of visitnorway.no as a website mainly created for visitors travelling from overseas.

Target audience

The campaign should reach people who are interested in travels, like the outdoors, are interested in adventure holidays, like to discover new places, and who appreciates beautiful scenery.

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Strategic approach

Lack of knowledge is the main obstacle to pick Norway as a holiday destination. A lot of Norwegians think of visitnorway.no as a website mainly created for visitors travelling from overseas. Innovation Norway wanted to change this perception and make people realize that visitnorway.no is a useful website, filled with great inspiration and information for all purposes.

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VG Partnerstudio’s mission was to create engaging and shareable content that would motivate and inspire Norwegians to explore their own country and use visitnorway.no as a platform to plan their trip.

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Besides factual information and narration, the articles included both photos, video and even Snapchats.

Creative Idea

In order to help VisitNorway increase the interest for domestic travelling, VG Partnerstudio launched “Bygdekampanjen” – a series of articles aiming to make Norwegians recognize the multiple opportunities and beautiful destinations Norway has to offer.

The idea was to involve the reader and take them with us on a journey to explore Norway and all its beauty.

Two teams consisting of one journalist and one videographer took on the role as travel journalists and toured various places throughout the four regions. By meeting the locals they got first-hand knowledge about local cuisines, activities, places to stay, different culture and traditions.

The two teams spent about eight weeks on this whole project, four of them were spent on the road. During this time they went hiking on Galdhøpiggen, Norway’s highest mountain, went fishing up north, tried white-water-rafting, visited beautiful hotels, ate traditional food in quirky restaurants etc.

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This resulted in four visual articles, full of high-quality content written especially for travel-happy Norwegians all over the country. Besides factual information and narration, the articles included both photos, video and even Snapchats. By using 360-video the articles took the viewers on a windy fishing boat up north, and the use of Snapchat-videos in the articles enabled a “sneak peek” behind the scenes.

Tactus (VGs in-house advertising agency) came up with a solution to map out their itinerary. This allowed the reader to “follow” the team on the road. All the articles were linked together, which made it easy to manoeuvre around the “universe”.

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Platforms

– VG.no

– Facebook

VG Partnerstudio brought the reader along to discover local food, restaurants, spectacular nature and hidden gems throughout the four regions.

Content distribution and promotion efforts

Through four in-debt articles published on VG.no, VG Partnerstudio brought the reader along to discover local food, restaurants, spectacular nature and hidden gems throughout the four regions Nordland, Hordaland, Sørlandet, and Innlandet.

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Each article had editorial placement on VG.no. for four days. The entrance to the articles was closely monitored and optimized to gain traffic. VG Partnerstudio also shared the articles at both VG’s and VisitNorway’s Facebook page.

Size of team involved

The campaign was a collaboration between the media agency Mediacom, Innovasjon Norge and VG Partnerstudio. Ten people altogether were involved in this project.

VG Partnerstudio experienced that Norwegians are more than willing to read and learn more about all the travel destinations Norway has to offer.

Results

VG Partnerstudio promised Innovation Norway 200,000 page views in total for the 12 days the articles were on VG’s front page. The result was higher than they ever hoped for.

  • The articles gained in total 727,677 page views.
  • 86,750 started to stream a video, with a 74,7% completion rate.
  • The articles had an average reading time of 1.02 minutes (above editorial average in VG, Norway’s largest newspaper).

In order to gain traffic to visitnorway.no, the articles all linked to relevant information on visitnorway.no. The result was:

  • 12,789 clicks to visitnorway.no.
  • 1,75% CTR.
  • 653 clicks to download VisitNorways app.

People also showed great interest in the content on Facebook. By sharing the content (mainly videos), the content reached 556,812 people.

  • 206,040 streamed the videos on Facebook
  • 13,778 people shared the content

The audience on Facebook were predominantly men and women aged 18-24.

All together VG Partnerstudio experienced that Norwegians are more than willing to read and learn more about all the travel destinations Norway has to offer.


This case study is part of a collection of award-winning native advertising examples studies from Native Advertising Awards presented by The Native Advertising Institute.

We aim to acknowledge and reward great native advertising and promote inspiring, effective and creative work that helps organizations worldwide achieve their goals and tell great brand stories in a non-disruptive way.

DOWNLOAD: Native Advertising Trends 2017 – The News Media

 

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